I have always felt that the very best marketing lessons are learned by observing others’ reactions to firms not in my field. As an example, recently I was having a conversation with my twenty eight year old daughter regarding her having some service work done on her vehicle. She was relating to me how nice it was to patronize a business that kept their appointed time. They explained to her what they would be doing and why it was important to have the work performed sooner rather than later. They advised her of the costs before they began working.
While casually watching a car race recently, I heard three-time NASCAR champion Daryl Waltrip make the statement that “sometimes you have to slow down in order to go faster”. He was referencing the fact that if you carry too much speed into a turn, you risk losing momentum going into the next straightaway. This results in going at a frantic pace, then slamming on the brakes to turn, then going like crazy again to regain the fast pace. This results in a tired car and race driver, seldom a winning combination.
“Remember, of all the elements that compromise a human being, the most important, the most essential, the one that will transcend, overcome and vanquish obstacles is – SPIRIT!” – Buddy Ebsen (1908-2003)
Uncle Jed, truer words have never been spoken! Think of how refreshing it is when we are the customer and we encounter a service provider with a pleasant can do attitude. Somehow our perception of an entire business is elevated since most positive people won’t tolerate either shopping, or working, in a negative environment for long.
“Opportunity is missed by most people because it is dressed in overalls and looks like work.” - Thomas Edison
Do you ever notice how many people seem to have big plans, yet have very small accomplishments? You know the type. They are the ones who can always tell you what’s wrong, but are doing very little constructive to make positive changes. They’ll spend more time determining how to get around performing a task than the task itself would have required time to complete. These folks all seem to live in a different time zone. It’s called “Someday”.
Many successful flooring retailers spend a great deal of time mastering the art of making a great first impression when first greeting a customer in their showrooms. Clearly this is critical, but it’s important to remember that this is not the only opportunity to control first impressions. Let’s examine the opportunities to make positive impressions when the customer meets the installation staff. Remember, whether your installers are employees or contractors, the customer courtesies received should not be discernable, just the feelings of confidence conveyed.
Having spent the majority of my adult life engaged in retailing, I have observed that many store owners and managers have given a great deal of thought as to what results they want to see their respective businesses achieve. They can tell you what products they wish to sell. They know how much margin they wish to gain from the sale and even when they would like to sell them. They decide how they would like their store displays arranged, how the staff should dress and what music they would like to hear playing in the background.
Each time that I enter TISE on opening day, I find myself standing in the display hall for a moment to let some of the beauty soak in. As I reflect, it becomes clear to me that this is a feeling that far too few retailers in our business seem to understand.
As flooring retailers continue the seemingly never-ending task of replacing and upgrading their sales personnel, there will constantly be new hires to blend into our staffs. My experience tells me that many managers put considerable time and resources into the recruitment process. Understandable. What I don’t understand is why when new staff members come on board they are too often viewed as a necessary evil.
As I write this, I have spent the past month attending several industry conventions, trade shows and related meetings. The common question asked of me at all of these gatherings has been, “What are you doing to fix our installation problem? Are you training new blood for our industry?”
My response has typically been, “Let me ask you – what are you doing to fix your installation problem? Are you training new blood for your business’ future?” If I received a reply at all, it typically was something to the effect of “not much.” Sound familiar?
Free. Is there a more misused, misleading and sometimes blatantly dishonest word in the English language? I think not. Its misuse became so prevalent that not long ago the government had to put an end to claims of “free financing”, etc. Logical thinking people would easily recognize that anything of value would obviously have a cost associated, right? Apparently not, as free is to a large percentage of the buying public as cheese is to a mouse – irresistible. Is it any wonder, then, that major retailers are increasingly baiting their customers’ trap with “free cheese”?