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Author: Phil Wrzesinski

Phil Wrzesinski is a Retailer, Speaker, Author, Golfer, Singer/Songwriter, and Klutz Kid who enjoys anything to do with the water (including drinking it fermented with hops and barley), anything to do with helping local independent businesses thrive, and anything that sounds like fun.

Be Yourself, Be a Unicorn!

I love those signs that say, “Be yourself. Unless you can be a Unicorn. Then be a Unicorn.” (Substitute Batman for Unicorn for those who identify that way.)

Be yourself is the best advice I could ever give to any business owner. Know your Core Values, what drives you in your life, and be them so clearly and proudly that everyone knows exactly who you are.

Those who share your values will become lifelong fans and evangelists of your business. You’ll always have a core of supporters.

HABA USA Unicorn Rainbow Beauty

To truly stand out in retail, however, you also have to be a Unicorn. You have to be so different from every other retailer that people believe you to be magical.

I say this in light of the article that came out last month stating that the Retail Apocalypse is still upon us with over 5800 stores closing in 2019 alone (and that’s only through March!)

Before you panic, 2,500 of those stores are Payless Shoes. Another 390 are Family Dollar stores closing after Dollar Tree bought them out. Other big chains with big closures include The Gap, JC Penney’s, Chico’s, and Gymboree.

None of those stores were Unicorns. 

The Gap was the closest, but no one under forty remembers when they made their splash on the retail scene. Their horn fell off decades ago.

The culprit most often blamed is Amazon, followed closely by Millennials. While Millennials probably had a lot to do with Victoria Secret closings (Hey, VS, have you noticed society has mostly shifted away from your idea of sexy lingerie?), they and Amazon are more symptoms than causes of retail store closures.

The real culprit is the stores themselves.

Chain stores are dropping like flies and they only have themselves to blame.

First, we are over-saturated with retail to begin with. Too many chains competing for not enough dollars. The chain stores work on the premise that the more stores they have, the more revenue they would be able to collect to “make it up with volume” which led to rapid growth and expansion well beyond what the market could bear.

Second, these stores invest next to nothing in training for their managers and staff. A couple of my former employees went to work for chain stores and showed me their employee handbooks. Sixteen pages on how to use the time clock and what will happen if you get caught breaking a policy, but not one word on how to create a relationship with a customer or even how to sell.

Third, there is little to differentiate one chain from the next. They all have the same merchandise from the same manufacturers. They all have the same lack of service that begins at the top with poorly trained managers who know nothing about team building, HR, or how to teach and motivate others, let alone how to merchandise and run a customer-centric store. They all fail to grasp how much of the population has moved on from the materialism in the 80’s and 90’s to more sustainable approaches to life. They all think big discounts = loyalty. They all chase the shiny new baubles like omni-channel, big-data, BOPIS, and social media, thinking those will be the big fixes that will help their businesses.

Nothing about any of these stores is or was unique, exciting or magical.

The downside for you is that all of these lousy experiences in other stores are driving customers online and making online shopping more prevalent and convenient.

The upside for you is that it is much easier to become a Unicorn of a store than ever before.

The bar is so low now that stores that care about their customers through their actions and policies stand out like lighthouse beacons on a desolate ocean of crappy retail.

Toys R Us is the only chain store closing where I actually heard customers lamenting the loss. No one is lamenting Payless going away. No one will even remember Charlotte Russ stores once they’re gone (if you even knew they were there). Heck, most people thought JCP was already closed!

Be yourself. But be the most Unicorny version of yourself you possibly can. Amazon is the default when you don’t give your customers a reason to believe in the magic.

-Phil Wrzesinski
www.PhilsForum.com

PS If one of your Core Values is Nostalgia, celebrate those nostalgic moments in your customers’ lives with gusto. Ring a 32-pound brass bell on their birthdays and put their picture up on your wall. If one of your Core Values is Education, hit the road and do Free Classes on how to better use the products you sell. If one of your Core Values is Helpful, have a high school kid with a golf umbrella escort customers out to their cars on a rainy day.

PPS If you aren’t well-versed in Team Building, hire someone to help you build your team. (Note: check your local YMCA or Y-Camp.) If you aren’t well-versed in motivating your employees, I suggest you read Drive by Daniel H. Pink or Maestro by Roger Nierenberg. If you aren’t as good at teaching the sales process as you’d like, check out my Free Resources – The Meet-and-Greet, Close the Sale, and How to Push for Yes. The resources are out there to help you grow your horn.

Making the “Experience” Over-the-Top

Last night my bracket got busted. As a diehard University of Michigan Wolverine fan, my NCAA tournament bracket lasts until the Wolverines bow out. (I know, I know. I shouldn’t always pick them to win it all, but then I would have to root for them to lose, and I can’t do that.)

Brackets for the NCAA tournament are fun. They are also an easy tool to implement for a promotion or event in your store.

One year we had a “March Games Madness” where every Friday at Game Night we played four games and voted on the best. After four weeks we had a “Final Four” and in week five we crowned a champion. We had brackets for people to fill out and seedings for the games. Not only was it fun and attracted a decent (and returning) crowd, it gave us fodder for social media marketing. (This game is a “Final Four Game.”)

Another year we set an unofficial world record for having the most people playing the game Snake Oil at one time.

At a Breyer Horse event we had a stick-horse obstacle course complete with a bale of hay and a water element.

For our Disney Princess Day we had a quartet from the local symphony play Disney songs on our stage.

Go big or go home.

Put some kind of Wow Factor into your events and two things will happen. First, your events will get customers talking about your store, coming back more often, and bringing their friends with them.

Second, and more importantly, you will separate yourself from the influence of negative experiences at other brick & mortar stores.

It doesn’t just have to be an event, either. Go big in other ways. I knew a jewelry store that had a $30K diamond engagement ring and special “throne” to sit in to try it on. I just visited a toy store recently with an eight-foot tall Steiff giraffe that sells for $20K.

Take the money from your advertising budget if you have to for a splash item because that’s what those two pieces represent.

Go big in your services, too. Serve food/drinks. Have valet parking. Do a coat check. Have expert demos. Have someone with a large golf umbrella walk customers to their cars on rainy days.

Those are the actions that set you apart, that insulate you from being lumped in with all the other retailers out there. Your toughest competitors now are not the other stores that sell what you sell. Your toughest competitors are the horrible experiences people have at other brick & mortar stores that keep them from shopping in any brick & mortar.

Set yourself apart and you become a category all to yourself, insulated from those negative experiences that drive people away.

-Phil Wrzesinski
www.PhilsForum.com

PS Actions speak louder than words. Do these things. Don’t advertise these things. Talking about them makes them less special. Just doing it and letting your customers talk about it is what sets you apart. (Yes, you should advertise your event, but don’t give away all the surprises in how you’re going over-the-top. In time, your customers will be showing up just to see what crazy stunt you’re going to pull off this time.)

Getting Internet Customers Back Into Your Store

I did a mash-up of two presentations at an event for the pet store industry last week. I took elements from Selling in a Showrooming World and Generating Word-of-Mouth and put them into a new presentation we called “Getting Internet Customers Back Into Your Store.”

It worked.

One of the reasons it worked so well was because it went beyond Showrooming. Showrooming is less and less of a thing as people are becoming more and more comfortable with shopping online. Customers used to showroom a lot when they didn’t feel they could trust what they saw online, but easy return policies and trustworthy sites are changing that.

Customers are going online first and staying online to buy.

The real issue today is that many people have become so comfortable with shopping online that it is now the default position. They would rather order it from Amazon than stop in and see you or the product.

That’s scary.

The problem is that you and I are partially to blame. Although roughly half of the population would love to shop for reasons other than price (“trust” and “experience” being the two biggest of those reasons), in the absence of those other reasons, price becomes the default, and, right or wrong, Amazon has won the minds of people believing them to be the best price.

ONE BAD EXPERIENCE SPOILS THE WHOLE BUNCH

The real culprit is the collective experience your customers have in all their brick & mortar shopping. Every time they step foot in a store, that store influences whether they keep shopping brick & mortar or go online.

Yes, you get hurt because JCP didn’t train their sales staff very well, because Macy’s cut back on payroll, because Walmart installed self-checkout stands. Yes, you get hurt by experiences out of your control.

How do you win those customers back that are defaulting to the Internet? By doing the kind of things in your store that get people excited, the kind of things that get people talking about you to their friends.

In short, you do the same things you would do to generate Word-of-Mouth advertising.

GO OVER-THE-TOP

Make your services, your events, your store design, your displays, and even the simple little interactions you have with your customers so over-the-top and unexpected that they can’t wait to tell their friends and are already planning their next visit to see you.

There are four words that pretty much define most peoples’ choices for where to shop—Price, Convenience, Trust, and Experience.

All the big chains have been fighting over those first three (well, really, the first one or two) to the detriment of the Experience, not realizing that Experience is the one thing that brick & mortar can always win over the Internet. Plus, Experience is a short path that leads to Trust.

Want to win the Internet customer back to your store? Give her an Experience worth sharing. She’ll be back and will be bringing her friends with her.

-Phil Wrzesinski
www.PhilsForum.com

PS You and I both know Amazon isn’t always the best price. You and I both know the hassles and inconvenience of shipping (lost or stolen packages, missed deadlines, etc.). You and I both know no one cares as much about their customers as you do. No other retailer frets over a mistake or bad experience like an indie retailer. Yet your customers don’t judge you solely on you. You are judged three ways—as yourself, as part of a collective known as “indie retailers”, and as a collective of “brick & mortar stores.” One bad experience in those latter two groups hurts you. Your best defense is to play the Experience card. Play it hard and play it often until you become the unicorn in those other two groups.

PPS Indie Retailers used to own both Trust and Experience. Go read that third paragraph again. I shuddered when I said it last week in the presentation. I shuddered when I wrote it today. If we lose that word to the Internet, it will be a game changer.

How to Get a Block of Time to Work ON Your Business

The phone rings. The email dings. The customer clings. The UPS driver brings.

When you run a retail store, your schedule is not your own. Too many distractions, too many variables, too many interruptions for you to get any kind of time to work ON your business.

It helps to have a clean space to do your work, too.

Yet if you don’t get those orders placed, those forms filled out, those bills processed and paid, you won’t have a business to work on. How do you find the time?

BEFORE AND AFTER

The easiest way is to come in early or stay late. I used to drop my boys off at school at 7:15am and get two whole hours of uninterrupted work before the store opened. I know some retailers who take their work home and do some of it in the evening after the kids are in bed.

Unless you get to leave early or come in late, those time slots make for long days. Use those opportunities accordingly.

HIRE MORE PEOPLE

If you are scheduled to work the sales floor more than 75% of your time at the store, you need to hire another worker ASAP. A part-timer working 10-15 hours a week will give you that much more time to do what you need to do.

If you’re trying to get other work done in between the customers while out on the sales floor then you are NOT giving either your full attention or best service. 

You’re hurting your business if you try to do both at the same time. You’re costing your business the money it would have to pay for that part-timer.

More time to work ON the business means more time for marketing, more time for keeping inventory levels balanced, more time for planning training sessions. All of those lead to more revenue to pay for the extra help and then some.

As long as you …

EMPOWER YOUR EMPLOYEES

Give your employees the skills, the responsibility, and the green light to solve all of your customers’ problems. Let them handle all the unhappy customers who want to speak to a manager.

Teach your employees how to handle cold calls (which ones to blow off, which ones to reschedule, etc.). I had a hard, fast rule on cold calls. If you stopped by my business and this was the only time I could sign up for your program, then I didn’t want it. Period. Anything that has to be decided “under the gun” is never going to be in your favor.

Let your staff know you are in a block of undisturbed time. No phone calls forwarded, no cold calls, no customer complaints, no “quick questions”. Take a message for later. (Note: give them parameters for what is a reasonable reason for a disturbance such as a visit from government officials or the police, a friend in the store from out-of-town, a car crashing through the front window, etc.)

LABEL YOUR TIME

When you make your schedule, label your time. It doesn’t have to be labeled publicly, but you need to label it internally so that you know your priority for each block. It could be something general like “Order Writing” or more specific like, “Order LEGO.”

The better you label your blocks, the more productive you will be.

While it has been scientifically proven that we cannot truly multi-task, some people are better at switching gears back and forth between projects and interruptions than others. Even if you are blessed with that skill, your business will be even more blessed when you build blocks of time solely for the purpose of working ON your business.

Now you know how.

-Phil Wrzesinski
www.PhilsForum.com

PS I liked two-hour windows of time. Two solid hours is a long time for you to do one thing. After that your production will decrease over time. If you can get two of those blocks a day, you’ll be amazed how much you can accomplish.

I’ll Get Right Back to You

You know those little red numbers on your iPhone? The ones telling you how many unread emails and texts you might have? I hate those numbers. I am obsessed with getting rid of them.

You should be, too.

I know you’re already too busy. You barely have enough time to read this blog. You find value in it, so you make the time.

Sending back quick acknowledgement emails doesn’t seem to have the same value so you don’t make the time. But it does.

Not counting spam, most of your emails are either questions, answers, or documents. Some require action, some, such as answers to questions you asked or documents you need, just require acknowledgement. I want to talk about the latter.

SAVING TIME

Taking a quick moment to shoot back an email that says, “I got it,” or “Thanks!” or even just “Received,” will actually save you time in the long run.

Why?

Because of the person on the other end of the email.

If your insurance agent, accountant, or payroll specialist sends you a document and you don’t acknowledge receipt, they are going to fret. Did you get it? Did it end up in your junk folder? If you don’t respond, they are going to send you another email, or worse yet, call you and take up your time in another way.

If someone sent you a thoughtful answer to a question you asked, they want the feedback that the answer was received. They’ll also get back in touch at the least opportune time to say, “Did you get my answer?”

BUILDING RELATIONSHIPS

Acknowledging emails will also raise the bar.

Acknowledgements are courtesies. They tell the other person you value the work they did for you. They tell the other person you think about them, too. That makes your relationship with that person even stronger and makes them more willing to go to bat for you should the need arise.

BEING PROFESSIONAL

Little details like this make a difference in how your business is perceived. If you ignore emails, don’t acknowledge receipt of documents, or thank people for answering questions you asked, people will think less of you and less of your business. When the easiest way to grow business is through repeat and referral customers, the last thing you want is for anyone to think less of you in any way.

You know the equation … Time = Money.

Not acknowledging emails sent to you with documents or answers to questions you asked won’t save you time and will probably cost you money.

-Phil Wrzesinski
www.PhilsForum.com

PS One disclaimer. It is acceptable for you and the person you’re emailing to set ground rules of when you will and when you won’t acknowledge. Without that conversation, though, you run the risk of wasting your own time, the time of the other person, and the reputation of your business.

PPS In my new job, I know that quick responses to emails is essential. In a customer-centric business, other people’s needs always trump my own. Yes, it does mean I’m constantly starting and stopping the projects I’m working on. I’ve also learned how to plan blocks of undisturbed time to get stuff done. Shall we talk about that next?

When a Raise Isn’t a Raise

A friend of mine posed an interesting question a few weeks ago. He asked, “How much of a raise should you expect each year?”

In light of what is happening with the Sonic restaurants in Ohio, that is a valid question.

The problem is that the answer has too many variables to fit into a Facebook comment.

For instance, is the employee hourly, salary, or commission-based? Does the employee get any benefits such as healthcare (and how much does the employee have to pay out of their paychecks for these benefits)? Is the company experiencing growth or decline? How is inflation (and not just the overall number, but also locally)?

TAKE HOME PAY

A salaried employee is the easiest to figure out an appropriate raise. The employee should be getting at least enough of a raise so that his or her take-home pay is larger than the previous year adjusted for inflation.

If it only equals inflation, it isn’t a raise, it is a cost-of-living adjustment. If it is less than inflation, it is a pay cut.

I say take-home pay because if the employee has to pay any portion of his or her benefits, those often go up much higher than inflation. I heard the story of an employer who gave everyone a 4% raise because inflation was 3%. Unfortunately, because healthcare premiums went up 15% and the employees paid a portion of that, they had less take-home pay than the prior year to cover their other increased expenses.

Hourly employees follow the same rule, but the issue then becomes one of how many hours do they get? If you’re keeping the hours roughly the same, the same rules would apply.

Commission-based salary is different. In theory, the increase in prices of the items they are selling should lead to higher pay through higher average tickets. But if your prices didn’t go up (even as all other expenses did) you put your employees in a position where they have to work harder just to pay their bills. You may have to reconsider either their commission or offer them a base salary to compensate.

I tell you this because I always want you to think of your employees as assets to your business, not expenses.

I had another friend of mine get told in a review exactly how much this person had “cost” the company in terms of salary and benefits. The boss made no mention of how much this person had “made” in revenue for the company. Do you think the employee felt valued after that? Do you think the employee felt like the company had the employees’ backs?

EMPLOYEES AS ASSETS

When you think of your employees as assets, you invest in them to get the kind of return you want. You educate and train them. You give them actual raises, not just cost-of-living adjustments. You focus on the value they bring to your company, not the costs. You treat them as partners, as living, breathing, full-of-dignity human beings.

Do that and your staff will never walk out on you. In fact, you’ll rarely ever have to advertise for help again.

My grandfather always said, “You can never overpay for great help.”

He was right.

-Phil Wrzesinski
www.PhilsForum.com

PS I was reading a Forbes article on 13 Employee Benefits That Don’t Actually Work. The second line in this article tells you all you need to know … “[Employees] like to feel valued and appreciated by the company they work for.” If your business doesn’t have the resources for raises, find other ways to invest in your team and make them feel valued and appreciated.

PPS If you’ve invested heavily in someone and that employee doesn’t bring you value, you need to cut him or her and move on. If you’ve invested heavily in several people that haven’t brought you value, you need to revamp your hiring and training programs. The problem is you, not them.

Upgrades Versus Shifts – Choose Wisely

Back in the 1990’s we had four big spiral notebooks on a table in the office. I’m talking huge, four-inch-wide, thick plastic covered, heavy-duty spiral notebooks. They contained our Inventory Sheets and tracked all the inventory in our store by vendor, item number, and price.

My dad created these sheets. Designed them himself and had them printed by the ream. There was a stack of blanks in the office right up until the day we closed.

These sheets were awesome for tracking purchase orders, receiving, and sales. If you wanted to place a new order, just do a quick physical inventory of that vendor, enter it onto the sheet and you could see what we had sold and needed to reorder.

That’s my dad with some old school cash registers behind him

Prior to the computer, this system was a godsend for us to keep track of 500 plus vendors and 30,000 skus. After the computer it was a relic.

When we switched to our second computer system in 1998, the inventory sheets were completely obsolete. My dad held onto them until he retired, but the computer streamlined the process so much that the sheets became a waste of time. In the old days it took my dad three days to write a Mattel order. With the computer I could do it in under an hour.

Sure, there was a learning curve to the computer. But the end result was a huge savings of time and resources. It was a major Upgrade.

I’m going through another form of Upgrade in my new job. Today I have been learning how to use Microsoft Teams. In my role I have to communicate with several people about several issues all day long. Often I have found myself sending out multiple texts and emails to try to stay in touch and get info. Teams is going to help me keep that organized and eliminate a lot of the time I spend tracking down old email threads, texts, and contact info.

Sure, there is a learning curve. But I can already see the end result being much better communication and less time spent tracking down information. Pretty soon it will be as natural to me as sending out a text or sharing something on Facebook.

Upgrades exist to make your life easier in the long run. 

That is the important distinction. If you look beyond the short-term pain and see the long-term gain it is an Upgrade. If there is no gain, it isn’t an Upgrade, it is merely a Shift.

Shifts can be dangerous. They often are sold as Upgrades because of their newness. They sometimes masquerade as Upgrades because of new features they offer that you’ll never use.

Just like the Upgrade, they take up a lot of time and money at first, causing a lot of short-term pain. Unlike the Upgrade, they have no long-term gain. They only move your resources from one place to another.

You’ll see these Shifts most often in advertising. Online advertising, social media advertising, and mobile-marketing are all Shifts, not Upgrades.

The best way to avoid Shifts is to ask this most important question …

Will this shiny, new tool save me Time or Money?

If you cannot answer Yes, it is most likely a Shift, not an Upgrade, and probably not worth your limited resources. Now you know the difference.

-Phil Wrzesinski
www.PhilsForum.com

PS Sometimes you have no choice but to make a Shift because the old way is obsolete and no longer available (think credit card chips). Hopefully you can find a new way that also brings you a benefit (like Apple Pay capabilities.) When someone pitches you a shiny, new tool, ask yourself if it is merely a Shift or truly an Upgrade. Always wait for the Upgrade.

Different Eyes See Products Differently (And That’s Okay)

I got a new laptop. While I was preparing to transfer files from the old laptop, I figured now was a good time to purge. I went through all the document files one by one, deleted all the duplicates, consolidated all the pictures, and opened up files I haven’t seen in over 10 years.

One of them was a staff meeting idea. The concept was to flash certain words on a screen and have everyone write down their own definition of the word. Some of the words would be applicable to our situation like “service”. Others could be words that have dual meanings to begin with like “experience” (noun or verb?). The point of the exercise was two-fold. First, we would see how different people interpret words differently. Second, I would see how the members of my team interpret important words like service.

We all come from different backgrounds with different life experiences, so we see and interpret things in our own unique way.

Never was that more apparent than at Toy Fair last week.

My retail customers came in looking at our brand new offerings. For everything I showed I had some retailers who loved it, some who hated it, and some who just said, “Meh.” Not everyone who loved it, loved it for the same reasons. Nor did those who hated it, hate it for the same reasons. In fact, I had one retailer give me a reason for loving an item and another gave me the exact same reason for hating an item.

Just because the first customer who sees your new offerings hates them doesn’t mean they are bad.

Just because the first customer who sees your new offerings loves them doesn’t mean they will do well.

I missed one of the biggest fads of the last two decades in the toy industry. It was Webkins. I loved the toy. Loved it so much that when it was first introduced, I bought the display and the TV monitor to show the video of how it worked. Got it in August. By December 1st I had only sold 2 of 144 pieces. That night I clearanced them all at 50% off.

Do you know when the craze hit? December 2nd. The first customer of the day walked in and asked, “Do you have any Webkins?”

She bought six. By the end of day on December 4th we were sold out. I never reordered and never looked back.

Some of the negative feedback we got in the booth was really good. It was constructive criticism of things we can (and will) change. Some of the positive feedback was location-specific to the person and store giving us the feedback. Knowing the difference and knowing how to decipher the feedback you get goes a long way.

“You are not a hundred dollar bill. Not everyone is going to like you.” -Meg Cabot

We all see the world differently. When you look through the other person’s eyes, however, you see things in a whole new light.

-Phil Wrzesinski
www.PhilsForum.com

PS Normally I like to give you something concrete to do in these posts—an action step or two. This post does not. But it does set up the next couple posts where I’ll try to show you what happens when you look through someone else’s eyes. It will transform your marketing & advertising, your customer service, your staff training, and even your merchandising. Stay tuned.

Merchandising Rules Never Really Change

I was unloading boxes of toys and trying to organize them on the shelves in our booth at Toy Fair. This is a new role for me. I’ve only ever seen these trade shows after everything is set up. I’ve never had to navigate the aisles filled with shipping crates, pallets of product, and forklift and lift drivers beeping everywhere.

I was pulling out all the toys and trying to visualize how they would look best on the shelf. Seconds later I had drifted back to my Toy House days with a cart full of new products, trying to figure out where to show them off best.

Lea, my boss, came over about the time I was on my fourth or fifth box. “I was wondering why you hadn’t been asking me questions. You were a retailer. You did this all the time.”

All. The. Time.

The rules for merchandising a trade show booth aren’t really any different than the rules for merchandising your store.

  • Give the stuff you really want to push a special place.
  • Make the eye move. Add verticality to table displays.
  • Put the stuff they need to see at eye level.
  • Put the stuff they already know and ask for by name in the “dead zone” (if you have one).
  • Group products by what makes most sense for how your customers shop.
  • Have a “splash” item or two.
  • If you use a lower shelf, put big items down low that are easier to see or make sure the aisle is wide enough for people to back up to see.

We had seven of us setting up the booth yesterday following all these rules and then some. The booth is done and ready for the sales reps who will visit us today and the retailers we’ll start seeing tomorrow.

One of my favorite things about trade shows was the merchandising ideas I would get from the different booths. And not only for that vendor’s products. We would see display ideas we would then re-purpose for own products.

Great merchandising is all around you. The rules are basically the same, the design is the key. Get your inspiration from wherever you can. (To learn more about Merchandising, download the free eBook Merchandising Made Easy.)

-Phil Wrzesinski
www.PhilsForum.com

PS It also helps to have someone on your team with that special flair for making displays pop. We have an orange box filled with all kinds of display goodies and props to dress up our displays. When Lea opened up that box and put her magic touch on everything our booth jumped to a whole new level.

Your Sales Rep is Your Best Friend

Twenty-five years ago I invited two sales reps to my wedding. I didn’t know them before I was working at Toy House. I didn’t know them from outside Toy House. Our relationship in life happened purely through our relationship at the store.

Yes, I’ve been thinking a lot about sales reps. My new job at HABA USA is to help the sales reps do their jobs.

Product Training with our Rep

I help them help you help your customers.

Can I ask a favor of you?

Can I ask you to help your reps, too?

Here’s the funny thing … I’ve actually been asking this of you for several years. I did a quick search of my blog and found several posts pertaining to sales reps. They all talk about the same thing—the relationship between you and your reps. Most of them focus on you training your reps to work best for you.

Back in 2011 I wrote, Are Your Reps Coming to You for Training? I had a sales rep who, whenever he picked up a new line that we were carrying, knew to visit us first because he would learn about the line from a retailer’s perspective that would help him sell to other retailers.

A year later I wrote, How Good are Your Sales Reps? Mine were incredibly good for the most part. But we also cultivated the relationship and trained them how we wanted the relationship to go. There are some good tips in here of things you can do to help your reps help you.

Then in 2013 I doubled down with, Sales Reps are People, Too. Do you consider your reps to be employees of your business? Do you you send them thank you cards or gifts at Christmas? This post talks about why you should.

Later that year I posted a pretty good To-Do list in, Treat Your Sales Reps as Partners. I got that title from one of my favorite quotes …

“Never treat your audience as customers, always as partners.” – Jimmy Stewart

Also buried in that post is the link to this article by Tim Miles … Are Sales Reps Partners? He shows a distinct difference between order-takers and true partners. If you are a sales rep, this is a really good read.

Lastly, I wrote this post last year …  Surprise and Delight for Sales Reps showing you ways they can surprise and delight you and ways you can surprise and delight them.

Your sales reps are your partners in your business. They should be bringing you value. If they aren’t bringing you value, the first place to look is at yourself. Have you shown them how they can bring value in the way you want it?

When you build the kind of relationship/partnership you should with your sales reps, you’ll be inviting them to your wedding, too.

-Phil Wrzesinski
www.PhilsForum.com

PS In my twenty-four years we only “fired” three reps. One of them was so offensive we banned him from ever coming into the store again. The other two barely even wanted to be order-takers and didn’t last long as reps. Mostly, our reps were incredibly hard-working people who spent most of the time on the road and the rest of it on the phone. They want you to be successful because the better you do, the better they do. Show them how to help you and they will.