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

Why do some retail stores attract a lot of new customers ?  Why are retail sales high for one store while others barely survive? What makes the difference?

Back in the early 80’s, along what was at the time a prominent shopping strip in Reservoir, Melbourne there were three almost identical shops side by side.  Each was run by a husband and wife and each had an attached dwelling allowing the owners to live on site.

The retail owners of the shops at either end had a habit of sitting in their lounge room when business was quiet, and would come into their shop when a customer entered. Otherwise they would usually watch a little tv, read the paper and sometimes have friends and family over for a visit.

However, the retail owners of the middle shop worked very differently. Firstly, one of them was present in their shop all of the time. When there weren’t attending to customers they actively looked for things to do. They swept the floor four to five times a day. They polished the counters. They cleaned the glass on fridges. They dusted all the shelves. They rearranged their stock so that it always looked full, fresh and inviting. They swept the footpath and cleaned their shop front windows inside and out. They carefully paid attention to all the little details.

Even before their day began they each had a routine. For example, after his morning shower, the man carefully shaved while his wife styled her hair, dressed in her uniform and put on her makeup. Meanwhile, the man put on pressed trousers, a clean shirt, chose a tie and his uniform jacket. This had been specially made by a uniform manufacturer, with a different bright colour for each day. Polished shoes completed his outfit. Why do you think they went to all this effort? It’s because the knew that in order to get more customers to come in to their shop, appearances matter!

Their shop opened at precisely 7am, however, this husband and wife were on the floor a full hour before. Every little detail was taken care of so that when the front door opened both were ready for business.  If you have ever wondered whether you are missing any of the important details in your retail business you must go here.

There’s a lot more to this story that I want to share with you. For instance how this business attracted so many new customers and built a morning, lunchtime and afternoon food trade that necessitated another three employees – while their competitors sat around twiddling their thumbs; but this will do for now.

So, what are the retail fundamentals that I want you to understand from today’s post?

  • It is the retail manager’s responsibility to set the example. If you don’t know how, find out here.
  • Attracting new customers to buy from your store starts with paying attention to all of the details.
  • The presentation of your retail store, from cleanliness, to merchandising and everything in between will result in many more customers coming to buy from you.

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

Leon Skaliotis is a recognised retail consulting specialist in Melbourne, Australia, who  successfully coaches Melbourne retail owners on how to create highly profitable businesses by attracting shoppers and converting them into loyal fans.

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

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  Satisfaction Guarantee and instruct Melbourne retailers in how to:

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

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

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

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Have you ever wondered why your retail store isn’t attracting and keeping as many customers as you would like?  The answer has much to do with your retail manager.

In my years in the retail industry I have come across some outstanding men and women in retail management. Sadly, they have been too few and as such, the retail businesses they represented suffered from far lower profit than was otherwise possible.

So, what were some of the characteristics and qualities of these outstanding retail managers who were able to attract significantly more customers to spend money in their stores?

  • Firstly, they cared deeply about their staff. They cared about them as people. They took an interest in their lives away from work. They asked questions about hobbies, pets, football teams, partners, children, what they did last night, what they planned to do on the weekend.
  • They accepted mistakes as a part of learning.
  • They respected their staff’s opinion and often sought their input.
  • They extended their people by sharing management work
  • They were very well organised.
  • They had a great sense of humour.
  • They were calm in a crisis.
  • They were creative thinkers
  • They took pride in their store’s appearance.
  • They were very detail focussed.
  • They had excellent selling skills.
  • They achieved budgets and set records.
  • They were very good teachers.
  • They formed excellent relationships with their customers.
  • They were interested in the art of retailing and read extensively on the subject.
  • They dressed professionally.

These retail managers had acquired the skills on how to get more customers and build highly profitable retail stores over a long period of time by themselves. The business they worked for had very little to do with their professional development. I have made it my business to collect the very best retail ideas so that you can apply them in your business. You can start now.

The sad thing is that many retail businesses regularly appoint retail managers to million dollar, even multi million dollar stores and expect excellent results BUT, they offer very little in the way of training in areas such as customer acquisition, selling skills, people skills, and marketing skills.

Management and business owners  should not expect excellence when they don’t teach excellence. That is as silly as giving someone a fishing rod and expecting them to be  excellent in fly fishing.

Excellence must be consistent throughout the retail business; not just in the occasional store.

How about this for a retail competitive advantage that will guarantee you get more store traffic and more profitable sales? “We pride ourselves on having the best retail managers in the industry”.

Just imagine how inspiring it would be to be known as “the company with the best retail managers?”

Imagine what difference it would make to have happy, motivated, inspired staff all of the time.

Just think of the energy, the sense of pride, the respect and attention to detail your customers would experience as soon as they walked in to any one of your stores.

All of this is possible, but you have to decide to make it so.

There is no genie in a bottle or magic wand to make getting more customers and increasing your profit happen miraculously overnight. It takes commitment of time and money and a clear focus on the end result.

Putting in the effort to have the very best retail managers is a competitive advantage that will make your cash registers sing!

 

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

Leon Skaliotis is a recognised retail consulting specialist in Melbourne, Australia, who  successfully coaches Melbourne retail owners on how to create highly profitable businesses by attracting shoppers and converting them into loyal fans.

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

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  Satisfaction Guarantee and instruct Melbourne retailers in how to :

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

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

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

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Attracting more customers can be easy, provided that you get your visual merchandising right.

Visual merchandising is the art of creating a powerful emotional connection with your ideal potential customers. It helps you to get more of the right customers into your retail store. When done properly, more customers will….

  • Stop
  • Look
  • Become excited
  • Want to possess

what you have on display.

To find out if your visual merchandising is working, you must perform this  “Golden Action” immediately.

(When I speak about visual merchandising in this post, I want you to think “window displays”. Of course, visual merchandising is much more than that, but stay with me.)

Get a sheet of paper and rule a vertical line down the middle. On the left put a heading “Number of people who walked past my store” and on the right put the heading “Number of people who looked at my window display for 3 seconds or longer”. To know how long 3 seconds is, take a deep breath in and then exhale all the way out.

Now go across the road from your store, record the day and time and begin counting. But, remember to use discretion. You should only count the number of potential customers, not everyone. For example, if you sell clothing specifically targeted at a 25 – 40 year, middle to upper income, non working, married female, and a woman walks past with three children in tow you only count one, not four. Keep counting until at least fifty of your potential customers have walked past.

Divide the total number of customers who stopped for 3 seconds or longer, by the total number of potential customers who walked past. Multiply this number by 100 to get a percentage.

The number you want is 50% or higher– that means grabbing the attention of  one out of every two potential customers. To make sure of your count, repeat it on a different day and time and then take the average of  your two counts. For example:

(60% + 54%) / 2 = 57%

Well done if your result is 50% or above.

But, if your result is under 50%, you’ve got work to do. That’s because you are missing out on attracting a massive amount of new customers into your store.

Why? Because if your window display is not attracting the attention of at least half of your ideal potential customers for a minimum of 3 seconds, you will not be able to get more customers to buy from you.

Now, you’ve got two options – actually three.

  1. Wait for a miracle.
  2. Change your window display yourself

To your abundant success,

Leon Skaliotis – Founder, Retail Fundamentals.

Leon Skaliotis is a recognised retail consulting specialist in Melbourne, Australia, who  successfully coaches Melbourne retail owners on how to create highly profitable businesses by attracting shoppers and converting them into loyal fans.

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

The fast working principles from my exclusive programmes, My Retail Success and The Outside In Method come with a 100%  Satisfaction Guarantee and instruct Melbourne retailers in how to:

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

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

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