Small retailers aim for emotional ties big chains may lack
Community connection is what makes a small shop so special. How are you making your mark?
https://apnews.com/d2e2cdc27971413fad4088108b8d1e7f/Small-retailers-aim-for-emotional-ties-big-chains-may-lack
One easy way to get your staff in the spirit to sell more this holiday season
Looking for ways to get your staff pumped this holiday season? I know one surefire way to light a fire under them….and that’s to pay them!
Even if money is tight, there are ways to incentivize staff for selling more without being a drain on cashflow or margins.
Even if you don’t ordinarily have a bonus program, there’s no reason not to implement
one just for the holiday season.
Most retailers earn 20-30 percent of their annual revenue during the holidays. This is the time of year you want to maximize every single sales opportunity! And incentives are a great way to motivate staff.
Here are some DO’S and DONT’S for setting up a successful bonus program.
DO
Understand what motivates your staff. What makes them drool? Depending on their age and tenure, it might be time off or perks like merchandise or gift certificates. It doesn’t always have to be money.
DON’T
Just offer a blanket reward on all items sold. A bonus program needs to work on both sides. That means your employees get incentivized for meeting their goals – and yours!
Let’s say for example, last year's holiday sales were $100,000 and your goal is to increase that number by 20 percent this year to $120k. Your staff incentives should be based on achieving or exceeding this year’s goal. That way any additional commission or bonus you’re awarding is coming out of new revenue.
DO
Consider segmenting
Let’s say you’d like to grow sales for a new line or service. Perhaps you’d like to increase average sale. You can create a bonus program around any specific segment of business you’d like!
DO
Tier the bonus structure. Add even more delicious opportunity for your staff after they’ve hit the goal. Using the example above with a goal of $120k, add an additional incentive if you reach $130k. In sales, we call that a BHAG (Big hairy Audacious Goal.) You’d be amazed at the enthusiasm you can generate around a big, fat opportunity.
DO
Train. Train. Train.
Just implementing a program isn’t enough. You need to host regular training to help your staff achieve their goals.
DON’T
Be afraid to instill a little competition among your staff. Most owners I work with are afraid that competition is divisive but it can create a ton of energy and ultimately, great results!
DO
Make sure your goals are reasonable and achievable. Goals should be a stretch but not so stratospheric that they can’t possibly be met. Shooting too high will only discourage your staff.
Good luck in putting together your bonus program! If you have any questions, email me at success@angelcicerone.com
Until next time remember,
You can do this!
Angel
What is a signature promotion and do I need one this holiday season?
There’s a German restaurant in NYC named Rolf’s that’s been a neighborhood staple for over 40 years. During most months, the establishment attracts a small, local crowd. But in the fall and winter, people line up around the block for hours just for the opportunity to warm up over a drink while taking in one of the most elaborate Christmas displays imaginable.
You see, every year Rolf’s transforms from a rather unassuming restaurant into a winter wonderland. Virtually every inch of every surface in the restaurant is decorated. What used to be a holiday business booster has expanded to an annual event that draws interested locals and tourists for nearly half the year. Rolf’s has grown its signature promotion to such an elevated level that it has become a “must see” in NYC.
As you plan for this holiday, why not think about creating your own signature promotion?. This is about much more than stringing some lights or offering free gift wrap. This is the type of promotion you can build on year after year and resonates with your community.
Your promotion should:
Become synonymous with your brand
Build in importance and/or scale over time
Be unique or at least better executed than others like it
Be buzz worthy
Draw new customers and beresponsible for an increase in business.
You’ll need to consider the size of your store, target audience, nuances of your community, your personal talents and passions as you develop this idea.
Here a few ideas to start getting you inspired.
Add a service
Create a “send us your list” service through which you pull appropriate gift items and have them ready for review during a scheduled private shopping appointment.This is personal shopping at the highest level!
In-store
Create a video station where customers can create video cards to send to friends and family. Go all out with props and décor.
Align with a charity
Make it meaningful. If you’re going to raise money for a local animal rescue, be sure showcase adoptable dogs regularly and even dress them for the holidays.
Whether you’re raising money/awareness for vets, children, animals or hospitals, be sure to include those who are affected to bring humanity to the effort. Everyone collects donations for charity during the holidays. Your job is to make an impact.
Exclusive offerings
Create a mini-gallery, showcasing local artists/artisans throughout the season.
Make sure the objects are exclusive to your store. Have visitors vote on their favorites and award prizes to the winners.
Remember, your signature promotion doesn’t have to be about the holidays but something you do to mark the season. Notoriety doesn’t happen overnight. But if you start thinking about this as a long term project and invest the time and effort, perhaps one day you’ll have a line out the door as well!
Until next time remember,
You can do this!
Angel
How many emails should I send?
What's the right amount of emails? Am I sending them too often? Am I bugging people?
Maybe I'm not sending enough!
I get this question almost every single day from my clients.
Thought you might like a third party opinion. This is a terrific blog from the experts at Constant Contact that gives you a great perspective on email frequency.
Until next time remember,
You can do this!
Angel