Don't Let This Happen to Your New Retail Business

It happened again. I must be a glutton for punishment, but I just can’t help myself. I try and try to give my money to new small businesses that open in my area but some just don’t get it. I drove by one the other day and it was shuttered and though I wasn’t surprised, I was saddened to see it.

As a former retail business owner myself, I understand the challenges. I was co-owner of a retail store while working full-time in corporate marketing – it’s hard, it’s exhausting and after pouring a lot of money, time and effort into it, survival becomes a must because you can’t afford not to. The marketing edge is not a luxury – it’s an imperative.

Follow these easy-to-implement steps to get your retail business on the right track:

1. Keep consistent hours – Not too long ago I drove to a new business in the area. I parked, walked half a block to the storefront and it was closed. I read the Store Hours sign on the door - they should have already been open for a bit, yet they weren’t. No sign in the window nor any update [‘Closed for family emergency,’ for example.] Needless to say they lost money and credibility too.

2. Have great signage – This is NOT the place you want to go cheap. Retail businesses make it or not based on the public’s ability to see your storefront from a good distance away. In areas where parking is an issue (see #1 above), be sure the lights are on or there is some clear indicator that you’re open – or not.

3. Hire awesome people – It’s very difficult to manage a retail business solo. There are errands to run, appointments to keep and a whole host of other necessary evils that will take you away from the store now and again. So be sure you hire a great ambassador whom you take all the necessary quality time to train with customer service in mind as well as product/service knowledge. This person is the ‘face’ of your business when you’re not there and it’s critical to your success (and online reviews) that customers are treated very, very well in your stead.

4. Apply a marketing mindset – make sure your business ranks for local search, collect contact information to stay tethered to your shoppers, create and use a marketing calendar and put a plan in place to ensure your success.

With just a few well-considered marketing efforts, your new retail business will thrive.

Good luck and happy marketing,


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Effective, inexpensive marketing in this economy

Imagine getting in your car and expecting to get to your destination without gas. Silly, right? Now, imagine trying to create a successful business without marketing? Hmm…see where I’m going with this?

Marketing IS the gas that fuels your business.

There simply is no other way to bring revenue in the door without some form of marketing. It’s just flat out impossible.

Now, before you say “I’m just staring out, I don’t have a marketing budget”, or “times are tough, I don’t want to spend a lot”, let me stop you. You can market your business without spending a fortune. Perhaps without even spending at all.

Let’s look at some amazingly affordable marketing solutions you can implement right now:

1. Email – Do you have signature block at the end of your emails? If not, you are missing a large opportunity to get the word out. Make sure you include all the ways to contact you & even add a tag line. You’d be surprised how much mileage you can get out of this consistent branding opportunity. Make it policy that any employees must also have one.
2. Email Marketing – At every opportunity, try to collect emails from prospects as well as existing clients. You can easily do this by putting a sheet at your front desk if you have a retail location, asking for emails when calling to confirm appointments, etc. if you are a spa or medical office, etc. Then, using your existing email system (no subscriptions required) just be sure to send them something relevant & of course don’t forget to use the “BCC” line to protect everyone’s privacy.
3. Phone – Do you have a message on your after hours, or voice mail system that plugs your business? A short, simple message that states “Thank you for calling _____. The company that ____. This is ____. No one can take your call right now, so please leave us a message & someone will return your call as quickly as possible.” Remember, for a first-time caller, impressions are everything. You may also want to consider stating your cell number for client emergencies.
4. Business Cards – Be sure you have them stashed everywhere. In your briefcase, padfolios, wallet, purse, notebook, pockets – I mean everywhere! You never know when an opportunity arises to give someone your card, or to put it up at a community location. Also, don’t forget to include a business card with every piece of correspondence you send out. It can subtly say “pass me along”.
5. Write articles – If you want to set yourself up as an expert in your field, set aside time & write articles that will get people’s attention. Send them out on the web & be sure to send them to your local media outlets & publications.
6. Website – If you already have one, be sure to consistently update its content to stay fresh & of course, add to it as necessary. Learn how to update verbiage yourself. It’s not that difficult and you can save money by doing these yourself.
7. Network – Pick up the phone & call 5 people that you think will be great resources for you. Call friends & ask if someone they know needs your product or service. Ask everyone, everywhere you go & make time to network once a week. I like Fridays when people are more relaxed & open to a quick (& I mean QUICK!) chat. Then, ask those people for more referrals & the list keeps going.
8. Do reviews – Go to book sites & review books within your industry & area of expertise. Get your name out there & be sure to include links to your email & website, if you have one.

These days people are tightening their spending belts but they will continue to spend some money now so make sure it’s YOU who gets the business. And, when the economy turns around you’ll be top of mind for those on whom you made a great impression.

Good luck!

Randye

Is it me, or are all Dry Cleaners crazy?

This morning I got a call from the doorman in my building who said the dry cleaner wanted to speak with me (is that like being sent to the principal's office?). So...he gets on the phone (without introducing himself) and proceeds to yell and tell me that there is a $15 minimum for pick up and did I have anything else. Well, let's see - why would I keep my dirty laundry in hiding upstairs and just drop off one pair of pants? NO, I DON'T HAVE ANYTHING ELSE, OR YOU WOULD SEE IT?!?!?!?

I said I was never told that there was a minimum and besides, because I was so annoyed I told him just to leave my dirty pants in the lobby and "fugget abowd it" I'll come get them later.

Because I was on the phone with a client, I did not make a big deal of this however, afterward I thought "you've already made the trip to my building anyway, what's one more pair of dirty pants? and...why would you turn down business, especially from a new customer [with a blog?!?!?]" then, I got angry when I started thinking of all my other dry cleaner exeriences of late and thought "is it me?"...

So...as anyone who has been reading this blog knows, I have recently moved. Therefore, I need all new services including dry cleaning. So far, I have gone to 3 local dry cleaners, only 1 of which has been even civil to me despite that I have spent lots of money with them and gotten abused in various ways.

The first one didn't speak English and neither did his workers when he is not there. This is all well and good if it's a simple drop off but not when you have questions (which I did) or need alterations (which by the way are a HUGE income stream for them)....

The second one was closed even tho the sign on the door said they should have been open....

The third one was nice enough and even did a good job of alterations (since I was still in need from drycleaner #1), however the parking is horrible there and it is otherwise not in a convenient location for me.

So now, I come to find out that my building has this service (shouldn't the owner of this company have some kind of marketing in place to notify all new homeowners of this. I've been here for 6 months???) so I figure, OK I'm busy - I'll give it a shot. And so...once again, I find myself at the mercy of some crazy dry cleaner.

So...I went downstairs to pick up my dirty pants (thanks very much) and the doorman gave me a printout of this service's prices on which it says there is a $15 minimum (sure, NOW you tell me)...also there is his phone number. Which I just called. The outgoing message gives no indication the phone number is a business (yet another marketing mistake) and just says to leave a message, which I did. I leave it to your imagination as to the content of my message.

Is it me, or are all the dry cleaners in the world independently wealthy and just doing this service because they're on a mission to keep the world clean?

Do you have a dry cleaner (or other similar business) experience? If so, I'd love to hear about...