Operate Your Business Like A Retail Store – Article 6

Many of the most effective strategies for growing your business go back to the basics of Marketing 101. This may be a boring article in that you might read this and tell yourself that you learned nothing new. I would hope you might consider a different point of view.

How many times have you gone into a store, restaurant or office and found the magazines were 3 years old? The store looked dirty? The bathrooms had trash on the floor? Or the waiter or waitress was rude? I know it happens all the time to me. I am sure you have heard the expression that a bad waitress can bankrupt a restaurant in 3 years time. I am not sure how true that is but the point is clearly made.

From the moment a person enters your business until at least thirty days after they leave you must be better than the rest of your competitors. A positive environment will keep your customers in a positive mood. After all, business growth comes from capturing more market share which means doing things better than the rest.

Some of the most basic and minor changes can transform the ordinary into the extraordinary! I suggest that you ask a friend who has not been to your business and his wife to do a little evaluating for you. It may be challenging to find a friend that has never been to your business. If that is the case, then ask a neighbor or parent from your children’s school for example to do this project for you. Give them an incentive if you need to. Perhaps take them to dinner, or give them something for free if your store provides a product that lends itself to that.

You need to have your business critiqued as your customers see you with fresh eyes and clear objectivity. You want to ask three different groups to visit your business. It would be best if you are not involved, so ask one of your managers to greet them and show them around. Remember this can be done for all businesses including; a dentist’s office, law firm, retail store, bank, etc. Don’t forget that your customers are your best asset and if not merchandised properly they can produce a negative return.

Prepare a checklist to give these people to evaluate and critique their visit. You want to know their first impression all the way through to their last impression. Take the information from the three visits and summarize their comments. You will most likely be shocked at what you learn. It’s not that your magazines might be outdated, or the trash cans were overflowing. Rather, the combination of all their comments can indicate your needing to do some modifications to your business. Remember, when you go to your office you are used to your environment and don’t see things as your customers do.

Something as simple as adding a flat screen television or a couple computer work stations or music can totally change a persons experience in your business. Be creative and consider their age ranges and I am sure you can make lots of changes that don’t cost very much money that will really have impact. Something as simple as coloring books for children can really work.

Your job is not done when your customers leave your business. Actually the process of growth is just beginning. Within 24 hours of their visit you need to thank them. It can be as simple as a pre-printed post card with a hand written note thanking them. It could have an incentive for them to come visit you again. Regardless of what you send, the impact must be that you care about them. It is best if you develop a 3-part follow up program. The first piece goes out immediately, the second and third each about ten days apart. The content of your message does not matter as much as letting your customers know how important they are to you.

If you follow these very basic steps you will be surprised not only by the many new positive comments your customers will make to you, but also seeing the faces of new customers visiting your business for the first time.

My next article is titled “Evaluate Your Ads With This Simple Test” Until next time.