The things we learned in Kindgergarten

Full disclosure here...I didn't attend kindergarten, but I was lucky enough to have parents who taught me these things anyway.

Numerous books and articles highlight the things we learned as children, and how important it is to use them everyday when dealing with your customers. However, spend a day going shopping and out to lunch and you will find that there are a number of people who did not read the books and articles, so let's have a refresher.

In kindergarten, we learned to say please and thank you, say hello and goodbye. We learned proper manners, to smile, and to be nice. The question you need to be asking yourself as a manager or business owner is, “are your people following through with those simple gestures?”

If they are, good for you...if they are not, you have a problem.

I am amazed how many times I go into a store and instead of a warm greeting; I am ignored. One store in particular, I had to wait until the two people behind the counter finished their conversation about the weekend before I was waited on.....I still didn't get a greeting...just a stare and they waited for me to start the conversation.

Don't get me wrong, it's not important that it was me...it is important because I am a customer. Customers spend money….employees will end up with some of that money in their paychecks. The more customers, the better the chance the paycheck has of growing.

Bottom line... how are your customers being treated? Do you only judge your employees performance when you are around? If so, what are the odds that your staff acts differently when you are not around? Do you have a secret shopper (s) set up?

Everything you do for your business comes down to the moment the customer comes into the store...make them feel good and you will be surprised how well your business will do. Treat them as an interruption...you will be saying things such as...my advertising doesn't work or the chamber is not getting the people here or some other excuse.

By the way, if you do have employees that make your customers feel special, you had better take care of them -- they are becoming a minority. Have a great day...it's the best one God will give you today.

LOOKOUT SALES PITCH: I have developed a customer service talk that teaches your employees, in a broad sense, about the history of the area and at the same time talks about better customer service. If you are interested, contact me at passionatelyspeaking@centurytel.net

How can I make sense of my advertising?

I was listening to NPR (National Public Radio) on the way home from work tonight and heard them report on their very own layoffs. Like other media outlets and businesses, they are preparing for a tough 2009. It is more imperative than ever, for you to make sense of your advertising. Here are some tips.

1. Understand advertising's role. It tells your story -- make sure that your story is worth telling. Now, more than ever, you need to make sure that your customer's shopping experience is one they see as valuable.

2. Know your numbers. Do you keep track of your store traffic? Do you know your average ticket? How about your closing ratio? Of ten people who come into your store, how many can you or your staff turn into an actual transaction. If it is low, you can't blame that on your advertising -- it is all on your staff.

3. Do you have a goal? A clear specific goal.

4. Once you have that goal, use your numbers to see if it is truly obtainable.

5. If you want to grow $100,000 dollars in 09 and your average ticket is $200 you need to make 500 more sales. 500 more sales divided by 12 months = 42 more sales per month. If you are open 26 days per month, you would need to make 2 more sales per day. If your closing ratio is 50% -- you would need 4 more prospects per day.

So the question you have to answer is....are there 4 people per day shopping for your product/service in your area who are not shopping at your business? If yes, than you have a realistic goal.

The story is NOT all in the numbers, is your businesses story strong enough to get them to shop you -- other than your competitor. If it is, are you confident enough to tell that story? Stay Tuned!

Word of mouth is my best advertising!

I can't tell you how many times I have had an advertiser say to me, "word of mouth is my best advertising." My response is constant and confident. I tell them, "It better be!"

So many advertisers are looking for a magic pill that will help them grow their business. The problem is simple, there is no magic pill. Advertising tells the businesses story -- if that story is full of bad products, amazingly poor customer service and a lack of concern for what their customer wants, then advertising won't work.

Advertising should multiple your word of mouth story. If people leave your store with a terrible story to tell, don't blame advertising. More about advertising later -- Stay Tuned!