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Christmas in July —
Critical Tips to Wrap Up a Successful Year!

By Anne M. Obarski

As I am writing this article it is a hot summer July day in Pittsburgh, Pennsylvania. One of those lazy, hazy, crazy days of summer like the song says. I made a vow this past winter, that if it ever got close to being hot this summer, I would never complain about the heat. Believe me, I’m not! I love the summer!

I love the smell of freshly cut grass, the sound of kids giggling at the pool and the sweet smell of the evening air as it gently floats in the bedroom window at night. And because I live in a part of the country that changes seasons fairly dramatically, I really like to enjoy the best parts of each one.

How well I know that once the last firecracker explodes on July 4th, Christmas seems to be right around the corner. A national craft store in our area already has all of their Halloween decorations out and my company is already starting to coordinate schedules to do Christmas trim-a-home set-ups in about 25 stores, all starting in September.

Like it or not, Christmas is about 27 weeks away. That may seem like a lot, but if I say that there are only 27 Fridays until Christmas it seems right around the corner.

If reading that figure made you flinch, you are not alone! Most businesses depend on the final quarter of the year to make their projected figures. The question is: Do you have the plans in place to have a successful year without going into panic mode November 1st?

The following tips can be used any time of the year or any time in the growth of a business. I say, the sooner the better. Since the holidays revolve around giving and receiving presents, here is my “present” to you!

Let’s take a look at how you “package” your business as a present for your customer.

1. The Box — What sets your business apart from the competition?

Lately I have noticed more and more the business mentality of, "Build it and they will come." Well, I ask, "How do you let your prospective customers know who you are and what you do"?

If you are a "brick and mortar" business, your physical structure is the same as every other businesss; four walls, a ceiling and a floor. But how do you stand out in your customer's eyes? Is your company's name the first one they think of when they need your product? Can they tell a new neighbor that your company is the first one they should try because you have had great success with them? Have you advertised weekly, monthly, or quarterly in some fashion, to keep your name top in your customer's mind? And let me go a step further and ask, "Is your advertising consistent with what you customer finds when they shop with you?"

Early this year, a large food chain in my city started a beautiful ad campaign. They showed people from areas of the store in TV commercials talking about how long they had been at the store and how much they loved their job. A butcher and a bakery person come to my mind from one of the most recent airings. Everyone was smiling in the ads and the basis was that the company wants to be recognized for having great service.

But the reality is far different from those ads. I was at the bakery department a few weeks ago to order a graduation cake for my son. The woman at the counter took forever to take my order and when I talked about adding a filling in the cake she said, "Oh, nobody does that, but if you really want it, I guess we can do it."

Is your company consistent in delivering what it says it does? I don’t believe in 100% Customer Satisfaction. Why? Because perfection is virtually impossible to achieve. But I do believe that a company can strive for consistency of having what the customer wants, in the quantity they want it in, and with efficient and knowledgeable and friendly employees to wait on them, everyday.

That is what will keep people coming back to your business, everyday, and not just at the holidays.

2. What’s Inside — Inventory control.

Does your company look like it is “in business” every day or are there “bare spots” waiting for the next shipment? How difficult do you make it for your customer to buy from you? Is your store merchandised and signed in such a way to make their experience an efficient and pleasant one?

One of the most important things shoppers rate as important in their shopping experience is that of efficiency. People do not have time to make 2 or more trips back to your location to find out if you have received more of what they originally came in for, especially at the holidays. People will plan their shopping trips around, who has the best selection at the best price and the fastest service to get me in and out.

The old baseball saying, one, two, three strikes you’re out, would be wonderful if true in business, but it isn't. The customer now gives you one swing, and if you can't satisfy them, there is a good chance you don't get another "at bat".

3. The Gift Wrap — What is the first thing your customers see?

Just like the gift wrap on a pretty package, your parking lot, your entrance, your signage, your merchandise all help to make the first impression. Does your customer know quality when they see it?

Pretend you are a customer. Drive through your parking lot and park near your entrance. Get out of your car and really see what your customers see. Is the area clean? Are the trash cans empty or overflowing? Is the entrance around your doors neat and inviting?

Are your windows free of fingerprints? If you have display windows, have they been changed recently and are they inviting? Do you have hand-written signs in the window or are they professionally done?

Target is one of my favorite stores. Not because of price or selection, but how they merchandise. I know that each time I pass through the entrance, it is a different "experience". The first 50 feet or so, sets the stage. Immediately you recognize what the "theme" is. They do a fabulous job and it shows in their success. And I would bet if you ask most people where they will be doing some of their holiday shopping, Target will be in the top 10 of their list. Target earned that right because they offer what I call, consistent consistency, everyday.

4. The Bow! — Who in your company is in charge of “delivering” the package?

Do your employees “sparkle” on the phone or when the customer enters the business? Are they proud of the “gift” they give to the customer? Do they have passion that is visible to the customer?

Employees are your biggest asset or they can be your biggest liability. You might have a big wake-up call if you ask yourself the following question, "Would I want any of my employees working for my competition?" If you answer is yes, you'd better do some house cleaning.

I don't believe, however, that employees are bad performers, just poorly trained. In order to have consistent service, employees must have consistent training on a continual basis. What's more is that they must be held accountable for their performance on a continual basis, not just at a once a year review time. Lastly, employees need to be rewarded consistently so that they realize their importance in the company. Without them, there would be no business, now would there?

If you want an outstanding performance from your employees during stressful holiday hours, develop your team players now, not when panic scheduling rears it's ugly head. Remember how your employees feel about their job that will be written all over their faces, and that is the first thing your customer sees.

5. Take It Back! — Not everyone loves the present they get.

Don't we all have presents that we have received at one time or another that we have just had to return? I know I have practiced in my car's rear view mirror what I was going to say to the sales associate when they gave me a hard time taking something back.

Why do we make our customers jump through hoops? We make it difficult for them to buy and then we make it more difficult for them to bring it back and we wonder why they choose to shop elsewhere?

I am going to use a sentence with lots of "p" words. Train your employees to have patience to work within store policy and do it positively while showing how proud they are of your store and its products. But here is the catch, do it all within good business parameters.

During my first year as a trainee in a large department store, I learned a valuable lesson I have shared with thousands of audience members in my seminars. I was walking through the men's department one day and I saw the CEO standing behind a rack of suits watching a young sales associate interact with a customer. The employee was arguing with the customer about "store policy" and why he could never do what the customer wanted and that it was impossible for him to do what the customer asked. After the customer stormed out of the department, the CEO slowly walked up to the young man.

He chatted softly and then walked him out the side door and pointed up to the sign on the side of the building. He asked the young man what the sign said. The young man answered the silly question with the name of the store, obviously. At that point, the CEO, said, "Good answer". Now remember that until that sign says your name, you will do everything you can, even to go as far as stretching policy, to make our customers happy.

That was a business lesson I will never forget. Sometimes we train our employees to be so rigid in rules that we don't realize the importance of each individual customer's situation. Yes, I know far too well that there are customers who take advantage of businesses. But everyone knows, "it is part of doing business".

How we treat customers throughout the year when they are purchasing or even when they are returning items, sets the stage for their future business. Contradictions in consistency will drive them to the competition. You see the gift at the holidays, is the gift our customers give us by coming back to show how much they have appreciated us all year long! Is there a price you can put on that?

Happy Holidays, sunscreen and all!

Anne M. Obarski is "The Customer Service Spy!" As a professional speaker and trainer, Anne will work with your company to provide you with the clues to keep your customers coming back. Anne presents keynotes, break-out sessions and customized training, nationwide, in the area of customer service. You'll want her two new books, "Surprising Secrets of Mystery Shoppers" and "Real World Customer Service Strategies That Work". For a limited time get her free, "10 Big Secrets to Giving Mystery Shopper Feedback and Get the Changes You Want", by faxing 636-922-2696 on your letterhead and write the words, BIG SECRETS. For more info go to: www.merchandiseconcepts.com or email Anne at anne@merchandiseconcepts.com.

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