Article:

Get to the Point!
Four No-Fail Strategies for Retail Success!

By Anne M. Obarski

Don't rest on your recent laurels, the points could hurt!

It is hard not to think positively when the earliest reports show that U.S. retail sales for the month of December rose by an impressive 6.0 percent over the same month in 2002.

The customers came and they spent, just like retailers prayed for! Even Rosalind Wells, chief economist for the retail group, the National Retail Federation is quoted saying, "This year will see more balanced economic growth, with solid consumer spending and accelerated business investment."

But don't throw caution to the wind. I was concerned to read that according to the Federal Reserve, consumer debt has more than doubled in the past ten years and today stands at a record high. The average American household is in debt to the tune of $18,700 for credit cards and car loans and that mortgage debt is extra.

That means that half of the customers shopping in your store may be doing so by adding to their ever-mounting level of credit card debt. The question is, "How badly do they need the item or service you are selling? Why your company, and why your product? Are you bottom- line focused or target focused?”

Speaker and strategic innovation catalyst, Art Turock gives retailing a sports analogy when he was quoted saying, "As with most team sports, success in retailing is often a matter of simply, "going where they're NOT." You can run straight at their towering defensive line, or identify their weak points and work as a team to tear through the line to an open space where you can operate more freely. The key is to be more nimble and to have the willingness to make quick adjustments to your chalkboard strategy".

I believe that we may see an improvement in the economy but it will never go back to "business as usual". This is the new usual business. It is a business that should make us question every game plan of our organization.
Retail is a business that requires a sharpened focus and a targeted performance to stay on the playing field!

I took an archery class in college just for the fun of it. Actually it was to get rid of my PE credits and I thought it would be an "easy A". Ha! So much for an "easy A"! I thought I knew the basics of this "sport"! There is a bow, you have some sharp arrows with pretty feathers, ah, quivers and a target that is stuck to a bail of hay. How tough could this be? I could imagine how easy it would be to shoot my three arrows right into the little red circle in the middle of the target. And this was a 10 week class? How ridiculous. I knew I was going to be bored by the second class.

Experience is an excellent teacher. Being humbled is even worse. I realized very quickly that I would be extremely lucky to get one arrow in that little red circle by the end of the 10 weeks. I had to learn the basics first. I had to learn everything about the equipment before I could even "think" about letting that pretty arrow fly.

I had to have a protection on my left arm and on my right hand. I learned that posture and concentration and yes "focus" was extremely important. I remember having the class in the university's gym and the funny sound that all of the other student's arrows made when they "didn't" hit the target and ended up falling on the hard wood floor.

Some of the arrows never reached their target, some went whizzing by and some barely hit the white area of the target. They certainly were a far cry from that all important red circle.

I had bruises on my inner left arm from the string hitting it as it released my arrow. I had those bruises for weeks. It was a very strong reminder that to get good at this I might have to endure a little pain, lower my expectations, practice more, perform better under supervision and the ultimate goal was to hit the target. I did get an A in that class, but the last thing I will ever say is that my Archery class was easy.

I think owning a business is similar to that archery class. Too often our goal is the center of the target where we believe money and success lie. If our "arrows" hit any part of the concentric circles, that's ok, but it's not the target. Wrong. All of those circles are part of the target area. Until you understand what the target looks like and what things are necessary to know about that target, you will never hit the center on a consistent basis.

Imagine a target —

You probably thought about a dart board or an archery bull's eye target. Now take that a step further and describe this target as your client, market or customer. Maybe as Art Turock alludes to, you might need to find that weak spot that your competition isn't addressing. Focus on that target. Be as knowledgeable about your "target" as possible.

Focus on the outer ring —
Skill: What training do you and your employees need to become knowledgeable and skilled at the products or services you offer?

Do you keep up your training? Do you practice new techniques? Do you help those who are struggling within your organization? Do you give helpful suggestions even if they miss the "target" at times? It is hard to move closer to the circle of success if you don't have the training to develop the correct skills.

Focus on ring # 2 —
Performance: How do you perform the skills you have practiced?

How many ways do you let your customers know what you do? Do your website, advertising, and even your location reflect the professionalism and knowledge about your services and or your products? Remember, your customers are your audience and they will be critiquing your performance.

Focus on ring # 3 —
Accountability: Focus on feedback.

I remember my professor correcting my stance in my archery class, then straightening my head, then adjusting my arm as it pulled back the arrow. All of this was done before I ever let that arrow fly! Who gives you feedback? What do you DO with that feedback? Are you willing to learn and change based on that feedback? Who holds you accountable for your skill and your actual performance? If no one is watching does it really matter how that customer is handled or that service is completed? You bet it does. Because your customer is the one who is watching. They can probably tell you each and every mistake you make.

Focus on the center —
Success: I love the quote by Don Shula, "Failure is not fatal and success isn't permanent".

Just because you hit the center of the target once or twice doesn't mean you will hit it every time. It takes skill, practice, performance and accountability to even come close. Each time you do there should be a learning curve. Ask yourself, what did I do right? What did I do different than the last time? What should I focus on the next time?

By sharpening your focus and targeting your performance you will hit your target of success more often. But don't rest on your laurels because they have learning "points" as well! Ouch!

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: http://www.merchandiseconcepts.com or email Anne at anne@merchandiseconcepts.com.

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