COZY CARLISLE: Someone is either a smoker or a non-smoker, there’s no in-between. The trick is to find out which one you are and be that.

MIKE CHURCH: Well, you know, I’m trying to quit.

 COZY CARLISLE: Don’t tell me you’re trying to quit. People who’re trying to quit are basically pussies who cannot commit. Find out which one you are. Be that. That’s it. If you’re a non-smoker, you’ll know. from Dead Again, Paramount Pictures

IF YOU ARE SERIOUS ABOUT attracting more customers to your store, you must pay daily attention to the presentation of  your shop front.  This is the first point of contact that your potential customers have with your store. Remember, you have just seconds to make a favourable  impression. If you don’t think this task is important, ask yourself how much one extra customer is worth to your business.  We are going to talk at length about how to create attractive and profitable window displays in future editions. For now, begin with the following:

Step one.

– Make sure the area in front of your store is swept clean.

– Window frames are polished.

– Awnings and verandahs are clean.

– Graffiti and any other dirt is completely removed 

– Glass is crystal clean outside and inside.

– Lights are all working and focused correctly.

– Dust, flies, moths are removed.

– Displays are straight.

Merchandise is in accordance with current promotions

– Signage is correct and in pristine condition, i.e. not faded, bent, torn etc.

Step two.

Repeat this process a minimum of three times each day. Remember, partial obedience is not obedience. This whole process should only take a few minutes and arguing that you don’t have the time won’t cut it. Now think about a way to guarantee that this happens. My favourite system is to draw up a daily checklist specifically for this task.  Create spaces for three checks during every day and include a space for the person doing the check to initial.

Step three.

– Train your staff  to understand why this needs to be done, what exactly are your standards and how to meet them. Next, decide who is responsible for this task.

– Will you leave it to a single staff member or will you rotate the role?

– How will you account for absences, roster changes, illness, holidays?

– Determine how you will you ensure that this task is completed three times every day?

Ultimately, as the owner/manager it is your responsibility to know what is going on in your store(s). I recommend that you complete at least the first check of the day. Continue to do this until you are totally confident that your system is working flawlessly.

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

leon 2Successfully helping retail owners in Melbourne Australia apply the most effective principles ever discovered, to create highly profitable businesses.

Take the next step… If you want to know how to attract more customers to buy from you, get on board my individually tailored retail programs. If you want to build a  retail business with more loyal customers, now is the time to build momentum and make this year your best ever. You will be ecstatic at how easy it can be to attract and keep more customers. The fast working principles from my exclusive programs, My Retail Success and The Outside In Method come with a 100%  SATISFACTION GUARANTEE! Discover quickly and easily how to :

  • Attract and Keep more Customers
  • Substantially increase your Profit
  • Increase the Value of your business
  • Free more of your Time

To receive your complimentary copy of “Retail Secrets Every Owner Should Know” click: www.retailfundamentals.com.au

You can contact me direct on (+61) 0425 83 3344  or email: leon@retailfundamentals.com.au

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“GREAT CUSTOMER SERVICE  IS WHAT SHOPPERS EXPECT. AWESOME CUSTOMER SERVICE IS WHAT THEY REMEMBER”Leon Skaliotis

AWESOMEWhen a customer spends $50 in your store is their purchase worth $50 to your business? The answer is that it depends. Below are five points you must consider.

1.

If Gross Sales    =  $50

If Gross Margin  = 50%

Gross Profit         = $25

Next, you need to subtract your fixed and variable costs. The end result is that your initial $50 sale may only be worth $20 in net profit! More on retail maths in future editions.

2.

If the same customer is delighted with your awesome customer service and their purchase and they return three times over the next year and make a similar purchase:

If net profit = $20

Sales             = 3

Net Profit  = $60

3.

If the same customer is “blown away” by your awesome customer service and they rave about your business to just two of their friends who also make similar purchases:

If net profit = $20

Sales             = 9

Net Profit  = $180

4.

Let’s take this scenario one step further and assume that because of your consistently awesome customer service, your two referred customers each also refers two more friends who go on and make similar purchases:

If net profit = $20

Sales             = 15

Net Profit  = $300

5.

  • What is the cost to your business if for any reason your original customer is merely satisfied but never returns?
  • What is the cost to your business if for any reason at all your original customer is dissatisfied and tells their friends about their bad experience?

A dissatisfied customer will tell 9-15 people about it. And approximately 13% of your dissatisfied customers will tell more than 20 people about their problem. Source: the White House Office of Consumer Affairs, Washington, DC.

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

leon 2Successfully helping retail owners in Melbourne Australia apply the most effective principles ever discovered, to create highly profitable businesses.

Take the next step… If you want to know how to attract more customers to buy from you, get on board my individually tailored retail programs. If you want to build a  retail business with more loyal customers, now is the time to build momentum and make this year your best ever. You will be ecstatic at how easy it can be to attract and keep more customers.

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  SATISFACTION GUARANTEE! Discover quickly and easily how to :

  • Attract and Keep more Customers
  • Substantially increase your Profit
  • Increase the Value of your business
  • Free more of your Time

To receive your complimentary copy of “Retail Secrets Every Owner Should Know” click: www.retailfundamentals.com.au

You can contact me direct on (+61) 0425 83 3344  or email: leon@retailfundamentals.com.au

“IT’S THE LITTLE DETAILS THAT ARE VITAL. Little things make big things  happen.”  John Wooden

BEING CONSISTENTLY GOOD AT THE little things is crucial to your success. The key is to make sure that everyone in your business is trained correctly and regularly so that when each situation arises, they routinely and instinctively know the right thing to do and can execute it brilliantly.

It never ceases to surprise me how little training actually takes place throughout the retail industry. This is totally unforgivable!  How can a retail manager or a retail owner expect their staff to perform like superstars on a daily basis when training is only provided occasionally? How can consistency, perfect execution and instinct be developed when a specific training topic is covered only once? That would be like Michael Malthouse randomly picking a person out from an MCG crowd, who has never played football, giving them a single lesson in kicking the ball and at the end of that lesson expecting them to kick like Chris Judd!

You must always engage in two types of training. There are no shortcuts! The first is formal, for all staff, regularly and permanently scheduled, such as once a week.  If this isn’t already happening in your business, you owe it to yourself to make regularly scheduled training your number one item of your action plan.  The second type is on the job training. This is where your staff are observed putting their training into practice and where positive reinforcement as well as corrections are made. Even the most sophisticated marketing strategy will come to nothing as long as your people who have the responsibility of executing your strategy do not have all of the necessary skills. Training is not optional; it is vital.

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

leon 2Successfully helping retail owners in Melbourne Australia apply the most effective principles ever discovered, to create highly profitable businesses.

Take the next step… If you want to know how to attract more customers to buy from you, get on board my individually tailored retail programs. If you want to build a  retail business with more loyal customers, now is the time to build momentum and make this year your best ever. You will be ecstatic at how easy it can be to attract and keep more customers.

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  SATISFACTION GUARANTEE! Discover quickly and easily how to :

  • Attract and Keep more Customers
  • Substantially increase your Profit
  • Increase the Value of your business
  • Free more of your Time

To receive your complimentary copy of “Retail Secrets Every Owner Should Know” click: www.retailfundamentals.com.au

You can contact me direct on (+61) 0425 83 3344  or email: leon@retailfundamentals.com.au

“HUMAN BEINGS, WHO ARE ALMOST unique in having the ability to learn from the experience of others, are also remarkable for their apparent disinclination to do so.”
  — Douglas Noel Adams, author of The Hitchhiker’s Guide to the Galaxy

Yesterday, the owner of a local restaurant shared with me that his business was experiencing a lengthy quiet period.

“It’s very slow; people are not eating out anywhere near as much”, he lamented.

“How often do you go out to eat ?” I asked.

“I don’t have time to eat out, I’m a restaurant owner”, he said.

This restaurant owner’s response to my question is all too common. The sad truth is that many retailers never set foot into another retail business.  Even though it doesn’t cost a thing, they never give themselves the opportunity to:

  • Learn from what other retailers are doing.
  • Compare their business against others.
  • Adopt and improve better practices. 

Frequently, it is these same retailers who proclaim:

– “I make the best pizza” or,

– “I have the best service” or,

– “I provide great value for money”

Really? So why is your store empty?

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

leon 2Successfully helping retail owners in Melbourne Australia apply the most effective principles ever discovered, to create highly profitable businesses.

Take the next step… If you want to know how to attract more customers to buy from you, get on board my individually tailored retail programs. If you want to build a  retail business with more loyal customers, now is the time to build momentum and make this year your best ever. You will be ecstatic at how easy it can be to attract and keep more customers.

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  Satisfaction Guarantee. Discover quickly and easily how to :

  • Attract and Keep more Customers
  • Substantially increase your Profit
  • Increase the Value of your business
  • Free more of your Time

To receive your complimentary copy of “Retail Secrets Every Owner Should Know” click: www.retailfundamentals.com.au

You can contact me direct on (+61) 0425 83 3344  or email: leon@retailfundamentals.com.au

“YOU NEVER GET A SECOND chance to make a good first impression.” – Anonymous

It only takes a quick glance; some say as few as three seconds, for someone to form an opinion of you, when they meet you meet for the first time. In this brief moment, a shopper will decide whether or not they like you  and by extension your business, based on your greeting, your  appearance, your body language and your attitude.

Every time a customer meets you and your staff, they are judging you and your business and forming an impression. Reversing this first impression is nearly impossible.  This is why it is crucial that you use those first few seconds wisely. 

 John Gattorna, a visiting professor at Macquarie Graduate School of Management, conducted research (2008) into ‘Why businesses lose customers’.

  • 4% Natural attrition (moved away – passed on etc)
  • 5% Referred to a competitor by their friend
  • 9% Competitive reasons (price)
  • 14% Product/Service dissatisfaction
  • 68% Perceived Indifference

68% of business is lost due to ‘perceived’ indifference! In other words, the customer does not feel valued. It sends customers away nearly five times more often than dissatisfaction with a product or service and seven times more often than for competitive reasons. Making every customer feel important every time is a fundamental principle for retail success.

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

leon 2Successfully helping retail owners in Melbourne Australia apply the most effective principles ever discovered, to create highly profitable businesses.

Take the next step… If you want to know how to attract more customers to buy from you, get on board my individually tailored retail programs. If you want to build a  retail business with more loyal customers, now is the time to build momentum and make this year your best ever. You will be ecstatic at how easy it can be to attract and keep more customers.

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  Satisfaction Guarantee. Discover quickly and easily how to :

  • Attract and Keep more Customers
  • Substantially increase your Profit
  • Increase the Value of your business
  • Free more of your Time

To receive your complimentary copy of “Retail Secrets Every Owner Should Know” click: www.retailfundamentals.com.au

You can contact me direct on (+61) 0425 83 3344  or email: leon@retailfundamentals.com.au

SPREAD LOVE EVERYWHERE YOU GO: First of all in your own house… let no one ever come to you without leaving better and happier. …….” – Mother Teresa

To keep customers returning, we need to help them remain loyal to our stores. Little things, done well and consistently, by every member of your staff will make a big contribution to the success to your retail business. Below are just a few examples of what you can do. I am confident that together with your staff, you can come up with many more ideas.

  • Offer  free cold drinks on a hot day
  • Carry your customers’ parcels to their car
  • Walk your customer to the right department. Never point!
  • Offer a seat to an elderly or tired customer
  • Personally deliver a purchase
  • Free up parents to shop by entertaining their children
  • Play your customers’ favourite music
  • Have entertainment at busy times for waiting customers
  • Take time to ask about your customer’s day – really listen!
  • Offer free recipe and other ‘how to’  ideas
  • Sincerely thank every person for visiting and say you hope to see them soon.

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

leon 2Successfully helping retail owners in Melbourne Australia apply the most effective principles ever discovered, to create highly profitable businesses.

Take the next step… If you want to know how to attract more customers to buy from you, get on board my individually tailored retail programs. If you want to build a  retail business with more loyal customers, now is the time to build momentum and make this year your best ever. You will be ecstatic at how easy it can be to attract and keep more customers.

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  Satisfaction Guarantee. Discover quickly and easily how to :

  • Attract and Keep more Customers
  • Substantially increase your Profit
  • Increase the Value of your business
  • Free more of your Time

To receive your complimentary copy of “Retail Secrets Every Owner Should Know” click: www.retailfundamentals.com.au

You can contact me direct on (+61) 0425 83 3344  or email: leon@retailfundamentals.com.au

smile“EVERY TIME YOU SMILE AT SOMEONE, it is an action of love, a gift to that person, a beautiful thing”. – Mother Teresa

Committing the necessary effort to consistently generate a positive shopping experience for every person who comes into contact with your business is a fundamental principle for retail success. The fastest way to make this principle begin working for you is to….. 

SMILE!  You are first and foremost in the people relationships business. Always greet your customers with sincerity and warmth. A simple, genuine smile while making direct eye contact makes customers feel good about themselves, good about you and your business and puts them into the mood for buying. Practise this simple act until it becomes a habit for everyone in your business. You will be giving your customers something great to talk about. Despite the ever-increasing range of available advertising methods, customers will always place the highest level of trust in the opinion of their friends and acquaintances.

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

leon 2Successfully helping retail owners in Melbourne Australia apply the most effective principles ever discovered, to create highly profitable businesses.

Take the next step… If you want to know how to attract more customers to buy from you, get on board my individually tailored retail programs. If you want to build a  retail business with more loyal customers, now is the time to build momentum and make this year your best ever. You will be ecstatic at how easy it can be to attract and keep more customers.

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  Satisfaction Guarantee. Discover quickly and easily how to :

  • Attract and Keep more Customers
  • Substantially increase your Profit
  • Increase the Value of your business
  • Free more of your Time

To receive your complimentary copy of “Retail Secrets Every Owner Should Know” click: www.retailfundamentals.com.au

You can contact me direct on (+61) 0425 83 3344  or email: leon@retailfundamentals.com.au