Archive for December, 2015

Are you mobile market ready?

This infographics is a summary of the steps you may want to make sure your website is ready to service the mobile surfers.

AreYouMobileMarketReadyDMSRetail

Holiday Tip (Tips for Retail Sales Managers)

Here are some snippets for you to consider, and expand on, to improve your retail sales management skills:

People are your most important strategic advantage. If you look at other stores, for example, in a chain store environment all stores have similar if not the same layout, merchandise, tools, procedures, etc. The difference is the people.

Capitalize on the activities you can measure; remember the adage “if it can not be measured, it can not be managed.”

Every day put some time aside (commuting time would be ideal) to think about ways and means regarding how to make your people more productive.

Take the best practices of the top sales associates and put them in place for everybody; the best demo, the best objection-handler, the best closer, and transfer those best practices to the whole sales team. Have the owners of these best practices train the others to do the same. You’ll find your 10% + sales increase just from this.

Sales performance is a function of sales skills + people skills + product knowledge + knowledge of the store environment (like knowing the inventory, being able to process customer inquiries and questions with speed and efficiency, etc.).

Your market and customers are constantly changing. Change is the only constant. What made you successful last year, may not work this year – you must constantly reevaluate your effectiveness. Stay ahead of the curve in terms of what’s happening in the retail world, particularly in your niche.

Retail Sales is a marathon, not a sprint… though it feels like a sprint during these days,  you still have to keep your eyes on the first position and want to get up every morning on the run.

Don’t procrastinate if there is a decision to be made – make it. Get the facts and then make the decision. Ultimately a quick decision-maker will be ten decisions ahead of a slow decision-maker and that’s a competitive advantage.

Remember people pay attention to what the boss/head office pays attention to. Make sure you are in tune with business objectives/tactics and that you clearly understand them. If in doubt, this is a great conversation to have with your supervisor.

Listen to customers; learn to read between the lines. Do not assume you know what they are talking about, or complaining about. Look for quick solutions to customer issues. Make this a culture in the store(s).

Look at and examine your whole sales process. What is not working or can be improved drastically? Where can you increase the productivity/efficiency/effectiveness?

Whenever you are inundated with too many things to do (which is almost always) prioritize. What are the three things that provide the most leverage (most important for your sales performance), then forget to-do’s 4-10 because you’ll never get to them and they are not worth it.

Don’t be afraid to ask the tough questions to customers or associates because you may not like the answer. Develop an inquisitive mind. You want to know why customers are or are not buying, why a certain process or promotion in the store is not working. Remember that retail business is not a popularity contest. Get to the bottom of all issues affecting your sales performance.

  Sign Up for the Retail Business Academy, where you  find a ton of resources like techniques, advice and training to move you up a few notches in your skill and capability set. Click to Sign Up Here

Good Selling!

DMSRetail Team

www.dmsretail.com 

New vs. Loyal Customer

Make sure your efforts, to attract new business, don’t offend your loyal customers.

Sometimes, we go all out for new business. Sometimes, that means we offer new customers something special, right? And that’s really nice for those prospective customers.

But what happens when your current…maybe even loyal…customers hear about it?

Here’s an example…

I received a brochure in the mail recently. A company was offering their services at a whopping 50% off to all new customers. If I was already one of their customers, I wouldn’t be thrilled about being excluded. I’d be thinking “what about me?”

To make matters worse…to really drive the negative message home to their loyal customers …these brilliant folks added a large, colorful, attention getting box on the front page of the brochure which said, in bold print …

“You are only allowed to participate in this offer if you have NEVER bought from us before. This offer is for NEW customers ONLY.”

So, loyal customers are not allowed to participate? Loyal customers do not deserve to get something special? Hmmm. Something’s just not right about this.

Don’t you agree that there has to be a better way to do this?

Some executives will say “Well, that’s the way it’s done. You have to offer incentives to attract new customers. And, anyway, we give our loyal customers incentives at other times, in other ways.”

And all of that might be true…but what is the perception? What is the message being sent to the loyal customer?

Think about who is really paying for the incentive anyway. Your loyal customers are paying for it, that’s who. Loyal customers are your most profitable customers and the advertising expense and discounts are being paid for out of the profit generated by them…by the business that they give you.

Of course, I’m not suggesting that you shouldn’t do special things to attract new business. Indeed, you should. But every time you, or your marketing department personnel, come up with one of these special incentives, take the time to think about the impact on your loyal customers and adjust accordingly.

All the Success!
DMSRetail Inc.

PS: The Super Retail Success Bundle with 9 Success Guides and Tools plus bonuses, easy to afford:  http://www.dmsretail.com/superbundle.htm


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