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Author: Phil Wrzesinski

Make it More Fun

At a recent conference I attended, a statistic was thrown out from the National Retail Federation that 78% of customers say they would shop somewhere else that is more fun.  I couldn’t find the source for that stat.  But let’s just assume it is true that a large percentage of people will choose fun over loyalty.

Are you surprised?

For many customers, shopping is an event.  Shopping is a happening, something to which you invite your friends to join you.  On the other hand, for many customers shopping is a chore.  Shopping is drudgery, a time-consuming event that sucks all the energy out of your life.

Let me ask… Which of those two groups would be attracted to a more fun shopping option?

If you said both, move to the head of the class.  Now that statistic doesn’t seem so far-fetched.  Now your mission is much more clear.  Make your store the most fun option in your category.

Some of you think I have an unfair advantage of being fun because I sell toys.  But remember that because I am a toy store, the bar of expectations is quite high.  We’re supposed to be a fun place to shop.  Here are some things to remember about fun in retail…

  • It has to be inclusive.  Make sure your customers are part of the fun.  No one does this better than the famous Pike Place Fish Market that regularly includes the audience customers in their skits and routines.
  • It has to be family-friendly.  If there is the slightest chance children will be in the store, keep it PG or milder. (Note: tobacco shops and adult video stores can disregard that last statement.)
  • It has to be all the time.  Even if you or a member of your staff is having an off day, you have to be on for the customers.  They will notice when you don’t have the same level of energy.  Fake it if you have to.  

Fun could include…

  • Displays for customers to try before they buy.  
  • Acting a little goofy and silly.
  • Making a big deal over each and every customer, showing them appreciation and special attention.  (The same presentation said 70% of your customers who leave, do so because of lack of appreciation.)
  • Constantly re-merchandising your store to come up with cool new displays and excitingly creative windows.
  • Contests such as paint a poster of your favorite experience at our store, write our new radio ad, design our next t-shirt.
  • Smiling all the time and being friendly no matter what the circumstances

If the NRF is right, 78% of the customers out there are hoping you will be more fun!  Don’t disappoint them.

-Phil Wrzesinski
www.PhilsForum.com

PS  The number one thing you can do is appreciate your customers.  Smile at them.  Greet them like family.  Treat them like royalty.  Thank them profusely.  Rick Segel says the best opening line – even better than “Hello” – is to say “Thanks for coming in.”  Your customers have so many other options, yet they chose you.  Create a culture of appreciation and your customers will think your store is the most fun place to shop.

PPS  If your current staff cannot make your store fun, you need to get a new staff.  Now!

What Would You Do With…?

What would you do with 60 copies of the book Hiring and the Potter’s Wheel: Turning Your Staff Into a Work of Art?

  • Would you use them to prop up a table leg or two that is out of balance?  
  • Would you use them as a door stop to keep the front door open when the wind blows?
  • Would you try to sell them and make some money?
  • Would you give them out as favors at your next big gathering?
  • Would you wrap them and give them as thoughtful gifts to anyone you knew who did a lot of hiring?
  • Would you have a contest to see who could stack them in the most interesting way?
  • Would you create a wall covering with the book jackets?
  • Would you use them to start a bonfire on your next camping trip?
  • Would you use them to hold down the floor or hold up the dust?

What would you do with four hours of time with an award-winning, creative-thinking, trend-setting retailer whose store was named One of the 25 Best Independent Stores in America?

  • Would you use him to train your staff to take Customer Service to levels you never knew existed?
  • Would you use him to give you one-on-one advice on your marketing, your inventory management, your hiring & training, or your financials to help you find the extra $10,000-$20,000 you know is hidden in there somewhere?
  • Would you have him help you uncover your Character Diamond so you will have a blueprint and guide for every single business decision going forward?
  • Would you get him to write you new advertising copy that will drive more of your type of customer through the door?
  • Would you share his talents with other businesses in the form of a seminar or workshop that helps everyone become stronger, raising the tide for all the boats in your area?
  • Would you ask him to bring his guitar and harmonica for a little performance?

What if I told you that you could have both for only $1200?  That’s it. 


Twelve hundred dollars gets you:

  • Sixty copies (one case) of my book Hiring and the Potter’s Wheel for you to use as you please.
  • Four hours of my time and business knowledge to help you succeed.

I’ll pay my own way to travel to your location (Continental US only).  I’ll pay for my own room for one night.  I’ll bring the books, handouts, and whatever other resources available to me to help you meet your goals.


What are you waiting for?  Contact me.  (Or share this with someone who could use it.)


-Phil Wrzesinski
www.PhilsForum.com


PS  In case you’re wondering if this is a good deal…  I typically charge $1000-$2000 plus travel expenses for a one hour presentation.  Books sold separately.  This deal is two-fold.  First, to help spread my book out to the world.  There is a lot of bad hiring going on right now that this book could remedy.  Second, I love to help others.  The more I get to do that, the more inspired I am to do more.

Pinterest and Twitter and Facebook, Oh My!

The Social Media mavens tell you that you have to maximize your presence on Twitter… and Facebook… and Pinterest… and Google+… and LinkedIn… and…

I mean, they’re free, right?  Why wouldn’t you?

Of course, these are the same gurus who used to be in traditional advertising and told you to make sure you had your message on TV, Radio, Newsprint and Billboards so that you would reach everyone in multiple ways which would make the messages sink in better (it doesn’t – read page 3)

And guess what?  They are both wrong!

You don’t have to do all the social media.  You don’t really have to do any of them.  Sure, they all work in one way or another.  Sure, they all can help your business.  Sure, they all cost time instead of money.  Sure, you can still go broke investing all your time into them.

Advertising and marketing are and have always been about maximizing your ROI – return on investment.  The difference between the social media and regular advertising (besides that they are used completely differently – but you already knew that) is that one costs time, the other costs money.

But you still need to make sure you are not spending too much capital.  Your time is more valuable than you think.

The advice I give for social media is the same advice I give for regular advertising.  Pick one medium and do it to the absolute best of your ability.  Don’t worry about the other media.  You only have time/money for one, so pick one and do it better than everyone else.

It really is that simple.

-Phil Wrzesinski
www.PhilsForum.com

PS  For Toy House I picked Facebook.  I like FB for pictures and videos and conversations.  For Phils Forum I primarily use this blog.  I like the framework.  It gives me enough room to make my point.  Yes, I use Twitter, but only as a means for delivering my blog.

What Do They Know?

Your customers know a lot.  You know that.  They often know as much about your products as you do, and usually way more than the part-time neighborhood kid you hired to answer phones and wrap gifts.

Where did they get that info?

From that most informative and reliable source… say it all together…

…their friend!

What? You thought I was going to say Internet?  Okay, yes, the Internet is where that information is held. But the information she tends to trust the most is reviews from other users.  Her new best friends.  People who claim to have used your products and are now experts on those products (even though they never read the instructions, even though they may have used the product in ways it was not designed, even though they may have a slant against or for certain brands, even though they have nothing to compare this product to, even though you have no idea if they are a shill for the brand.)

So let me ask you… Are you reading those reviews, too?  Are you looking at what other people are saying about the products you sell?  Are you finding out what the end-users believe is the downside of your product?

You should.

Your staff should, too.

Then when she brings it up, you’ll be prepared.  Or even better, you can talk about the downsides right up front.  Not only will it reassure her that you know what you’re talking about, it will reassure her that you understand both the pros and cons of the product and won’t sell her anything unless she knows, too.

It is a great way to create trust with your customers.  Plus, when she sees that you read the same reviews she read, she feels more of a personal connection to you.  You’re her type of person.

-Phil Wrzesinski
www.PhilsForum.com

PS  Trust is the most precious commodity you can build for your store.  Own that trait and you’ll own more than your share of the market.  Talking willingly and openly about the downside of a product, is just one way to create trust.  To learn more about how to build trust, read my friend Tom’s book, Currencies That Build Credibility.

No One Else Does It That Way

Here is a phrase you need to tune your ears to hear.

“But no one else does it that way…”

That phrase is money.  Gold.  Pure platinum.

To do something remarkable, you have to do something worth remarking.  Nobody remarks on the stuff everyone is doing.  They only remark on the stuff no one else is doing.

So keep listening for that phrase.  When you hear it, that is your opportunity to be remarkable.

-Phil Wrzesinski
www.PhilsForum.com

PS  Word of Mouth is simply People telling other People what You did.  Do something Shareworthy.

In the Shark Tank

I was watching my new favorite Reality TV Show last night – The Shark Tank.

Entrepreneurs with dreams go before five filthy rich people like NBA Dallas Mavericks owner Mark Cuban and QVC celebrity inventor Lori Greiner to make a pitch for money to help them launch a new product or service.  The Sharks then tear into the entrepreneur asking pointed questions to see if the idea really can make them money.

If the idea is good the sharks make offers.  If the idea is bad, the entrepreneur walks away empty handed.

I watched two episodes last night and then couldn’t get the show out of my mind.  I dreamt all night that I was standing before them asking for money and they were grilling me with tough questions about the viability of my store, the reasons why I thought we were successful, what we were currently doing to achieve our goals, and what I thought we needed to improve.  The big question, of course, was what would I do with the money I was asking for, and how much of the company would I give up to get that money?

Man, was my subconscious telling me something last night or what?

Fortunately, my over-sized ego and tireless efforts to understand my business better were more than up to the dream-based challenge.  I stared down the sharks, answered all their questions, and had them fighting over who was going to help me.  The best thing was I woke up refreshed with some new clarity to what I really needed to do to accomplish my goals.

You might not be so lucky as to have such an active, imaginative subconscious.  That’s okay.  Here is an exercise that you can do in broad daylight.

First, watch an episode or two.  (Be careful, though, or you might get hooked like me.)

Then, pretend you are going on the show to ask for money.

  • How much would you need? (write it down)
  • How much of a stake in your company would you give up for that money?  
  • What would you do with the money?  
  • What makes you confident you would get a good return on that investment for your new partner?
  • How will you answer the criticism for your past record?
  • What haven’t you thought of yet? (I know, that’s a toughie, but watch a few episodes and you’ll think of new questions.)

Those questions might not be easy to answer.  But if you want to swim with the sharks, you have to be prepared.

-Phil Wrzesinski
www.PhilsForum.com

PS  The best part of the dream was when I handed them each a copy of my book, Hiring and the Potter’s Wheel: Turning Your Staff Into a Work of Art and Mark Cuban nodded his head in approval.

Twenty Five Cents is Golden

What if I told you that for only 25 cents per customer who walks through your door tomorrow you can generate a thousand dollars worth of advertising?

What if I told you that a small gesture on your part will make a huge difference that sets you far apart from your competition?

What if I told you that a simple little thing will send one of the most powerful messages ever that will create loyal fans and evangelists?

What if I told you that if you give your customer something she can already get for free she will love you for it?

Would you think I am crazy?

What if I told you to go buy a couple cases of water, some ice and a cooler?

On these hot summer days you can stand out from the crowd by giving away bottles of ice cold water.  At a small cost to you it will have a huge effect on your customers in a number of ways…

Lagniappe

There is a French Cajun word that means “a little extra”.  Just giving away something for free creates a bond with your customer. It makes her smile, makes her feel special, makes her feel like an insider.  There are many ways to offer lagniappe in your store.  On a hot summer day this is an easy no-brainer way to do it.

You Don’t Have to Advertise It

Don’t go out on your Facebook page and advertise it.  Let your customers do it for you.  Put out the cooler and I bet by the end of the day at least one of your customers has taken a photo with her phone and posted it on her own site.  Plus, she will be telling her friends about it.  These are the kinds of moments your customers love to share.

They’ll Stay Longer

With a water in hand, she’ll feel more refreshed and more comfortable, which means she’ll shop longer (as long as you have a bathroom nearby:-).  Is it worth 25 cents to you to keep your customers in the store longer?

You Care

A simple little gesture like this also shows how much you care.  You recognize that it is hot.  You recognize the customer had to leave her air-conditioned house to visit you.  You recognize that she went out of her way, so you go out of your way to make her as comfortable as possible.  Believe me, she will know what you did.

Time for a grocery store run.

Phil Wrzesinski
www.PhilsForum.com

PS  It probably won’t even cost you that much.  Only about a third of our customers took a water.  But all of them saw it, all of them felt the caring, the generosity, and the comfort. And many of them talked about it.

PPS  Last night at the local grocery store I bought 72 waters (half-liter size) and a bag of ice for $12.73.  That comes down to just under 18 cents per bottle.  Figuring only one-third of the customers take one, we’re talking 6 cents per customer to reap those benefits.  Tell me where else you can get that kind of ROI.

Recharging Your Batteries

It is 100 degrees out there.  Maybe if you live in Phoenix, that is no big deal.  But in Michigan that is a scorcher.  Easy to just want to phone it in.  No energy to do what you need to do.

It is middle of winter, the Christmas season well behind you, the buzz is gone and next year seems so far away.  You feel drained.

It is the end of August, Back-to-School dominates everywhere but with you.  Too early to get fired up for the holidays, too far removed from the early summer excitement.  The blahs are overpowering.

We all have these moments, these points in our year where the energy from our batteries feels drained and there is nothing on the immediate horizon to recharge them.  You need a charger.  You need a go-to event, activity or person that will fire you up and keep you humming at full capacity.

Go to an Event

One thing that always recharges my batteries is to attend a conference or trade show.  Good speakers not only get me motivated, they give me new projects to work on.  Walking a trade show floor, even if I don’t find any new products, gets me excited about my own selling floor.  I often get great merchandising ideas from the creative ways some vendors decorate their booths.

If there isn’t a trade show or conference in your industry, look for one in a similar or related industry.  Last year I attended the Great Lakes Independent Booksellers Association show for half a day.  It was just what the doctor ordered.

Craft an Activity

Another way to recharge your batteries is to plan a new activity.  Maybe it is an event for the store.  Maybe it is an event for the staff.  Maybe it is just an activity for you.  Something different than your normal routine.

One time I hosted a Game Night at my house for the staff.  We tried a whole bunch of new games.  Not only did they get fired up for selling games, they built some wonderful camaraderie that brought them all closer together.

On another occasion I planned a road trip to visit other retailers both in and out of my industry.  I had never been to an Ikea store, the nearest one being more than an hour away.  I must have taken four or five pages of notes.

On a quiet afternoon at the store, on a whim we took the Nerf guns outside and just started shooting them against the side of the store.  The staff was laughing, having fun, and engaging the customers in new, exciting ways.

Meet Some Peeps

The easiest way for me to recharge is to simply reconnect with my peers in the toy and baby industries. I have made a lot of friends in both groups and sometimes a quick phone call, email, or Facebook message is all it takes to get my creative juices flowing again.

Friends and family are great.  But having contact with your peers is sometimes even better because they share your concerns, your trials and tribulations.  As an added benefit, not only do you recharge your own batteries, you often recharge theirs.

The good news is that your batteries are rechargeable.  Make sure you set aside some time for recharging on a regular basis.  Everything works better with fresh batteries.

-Phil Wrzesinski
www.PhilsForum.com

PS  Then again, sometimes the best thing to do is simply unplug from everything.  Take a day off and go fishing, golfing, boating, biking, or whatever you want to get off the grid.  Unplug your phone.  Turn off the computer.  Stop thinking about your business.

Every Picture Tells a Story

I took these photos in the book department at our local Meijer’s store.

Although it did give me a chuckle, I am not sure I want the kind of “self-help” that Captain Underpants might supply.  Nor do I think Michigan Chillers is going to get anyone on the right track in their lives.

But it reminds me that we need to always keep an eye on our merchandising and signage.  This display sent me a strong signal that the book department would have no rhyme nor reason and that signs in this store were not to be trusted.  Neither are good messages to send you customers.

Take a good, solid look around your store for signs that are misplaced or misused.  Some of your signs have been there so long they have faded into the woodwork for you.  Count and document each sign.  You will be surprised how many signs you find out of place, expired, or just needing to be freshened up.

-Phil Wrzesinski
www.PhilsForum.com

PS  Signs sell!  Rick Segal claims they increase sales of a product by 43%.  But make sure you do them right.  Horrible signs, old signs, and signs in the wrong place can send the wrong message and ultimately hurt your sales.

Easier to Shoot Low

It is so much easier to lower expectations than it is to raise them.  So much easier to complain that Obamacare will cost too much, the Republicans will cut too much, the stock market will be too volatile, the economy isn’t growing fast enough, our local government is holding us back, the Internet is hurting us, the vendors don’t care about us, etc…

But what message does that send your customers?  Does it fire them up to want to shop with you when you complain all the time?  No.  It makes them hunker down in fear.
And what message does it send your staff? Does it motivate them to work harder and be more cheerful? No. It makes them polish off their resumes and start looking for someone who isn’t acting like they are about to go out of business.
Now, I’m not saying you need to go all Pollyanna on everyone.  You just need to raise your expectations.
What can you control?
Your attitude.
Your selection.
Your advertising.
Your merchandising.
Your level of customer service.
The experience your customers have in your store.
Raise the bar of expectation in all those areas.  Shoot high.  Really high.  Get excited about your ability to take all of those elements to the next level.  Get your staff excited about it, too.  Make it a game to see who can create a better endcap display.  Make it a contest to see who can come up with the next great event idea.  Make it a badge of honor to see who can create the most smiles in your store.
You might not hit your mark every time.  But just missing a really high mark is far better than easily hitting a really low mark.
Plus, when you aim high all those fears at the top disappear below you.  
-Phil Wrzesinski
PS  What prompted this post was an article where Citigroup was downgrading certain high-end retailers’ stock grades because of the volatility in the stock market.  Ummm… hasn’t the stock market always been volatile?  It is easier for an analyst to shoot low, because no one is mad if she’s wrong. You aren’t an analyst, though.  So shoot high.