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| Providing You Tools To Make More Money! | May 2011 |
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Hello Again!
I am a little late this month because Elizabeth and I have been in Reno at Husqvarna Viking's 25th annual convention. We stayed a few more days and used that time to do some sightseeing and visiting local sewing and vacuum stores. (See On the Road Again below)
The sights were breath taking and a little scarry at the same time. Snow in the mountains. Great temperatures 40 at night and 68-72, sunny with a slight breeze in the daytime. Then ... wake up! New Jersey. Humid and 92 degrees. Yuck. We want to go back. I was also very happy that I didn't have a re-occurrence of altitude sickness that I had about 30 years ago that put me in the hospital for 5 days with the wrong diagnosis of a heart attack. I have to admit I was a little nervous though.
We are getting ready to move our Bordentown store in a week or so. We are going from a 4,000 sq ft building to a 14,400 sq ft building 5/10 of a mile down the road. It used to be a Buick car dealership. Parking will not be a problem because we have 4 acres of black top. The inside painting is almost done and the front outside has about 2 more days to get done. I am trying to get the best layout but I have changed it so many times I think I just have to move and get it over with!
We have 6 sewing events next weekend. I think we had a scheduling mix up. But the good news is that we have sign-ups for all of them!
And on this Memorial Day let's all remember: (Thanks to Richard Runowski)
It is the VETERAN, not the preacher, who has given us freedom of religion.
It is the VETERAN, not the reporter, who has given us freedom of the press.
It is the VETERAN, not the poet, who has given us freedom of speech.
It is the VETERAN, not the campus organizer, who has given us freedom to assemble.
It is the VETERAN, not the lawyer, who has given us the right to a fair trial.
It is the VETERAN, not the politician, who has given us the right to vote.
It is the VETERAN that is the root of all our Freedoms that we sometimes take for granted.
Thank You Vets!
Till next time, Always Be Solving,
Howard J. Anderson
Long View Retail Consulting
PS: Summer is the time for fun in the sun, which is not our business, so we have to work even harder to earn our customer's business. Don't take it for granted that they will just come in. |
Reading Books Bring You Money
The Thank You Economy
by Gary Vaynerchuk
 The Thank You Economy is about something big, something greater than any single revolutionary platform. It isn't some abstract concept or wacky business strategy-it's real, and every one of us is doing business in it every day, whether we choose to recognize it or not. It's the way we communicate, the way we buy and sell, the way businesses and consumers interact online and offline. The Internet, where the Thank You Economy was born, has given consumers back their voice, and the tremendous power of their opinions via social media means that companies and brands have to compete on a whole different level than they used to. It's an easy read and has some great tips and phylosophies. |
Keep a healthy balance in your busy life
When you signed on for retail, you knew, or should have known, that it was long hours and weekends. Having said that, work is an important part of your life, but it shouldn't be your whole life. For your family's sake, and your own, strike a healthy balance between your career and your personal needs. Here are some tips:
· Learn to shut work off. These days you can work practically anywhere, anytime. I turned off my internet at home because I couldn't resist checking my emails or doing bookwork. It can be a trap, so set a firm time of day to stop work and start concentrating on your family and other activities.
· Focus on the here and now. When you're working, give it your full attention. And when you stop, don't let worries about work and details about your job occupy your thoughts. This may take some practice, but teach yourself to be in the present at all times.
· Find a good non-work activity. If you've got nothing to do after work, you'll have a hard time disengaging when you try to stop. Find a hobby to immerse yourself in, or just make an effort to devote your full attention to your family's needs. (Even then, make an effort to give yourself some personal time so you don't burn out on responsibility.)
· Don't let your job define your identity. When you describe who you are to people, let your job be only one aspect of your self-portrait. That way, a setback in any one area won't be as damaging to your self-image, and you'll be less tempted to ignore other possibilities open to you. |
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Tip of the Month  This is for the sewing dealers only. We all know that in order to sell sewing machines we need classes and events. Talk to another dealer who you know who teaches classes. Make them a star in your store and you go to their store and put on an event. It is a win-win situation and you can keep the cost down. We have very talented dealers in our industry. Having someone who owns a business teach a class in your store will make you tons of money. They will understand that you need to sell stuff without you having to tell them. It's that age old saying, one hand washes the other! |
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2012 Ultimate Profit Explosion Boot Camp at the Rio in Las Vegas!  People say I'm nuts for doing this every year and I should open it up to all retailers because what I teach would work for all specialty retailers. Although I agree that they would learn great things also, to them I say NO! As sewing and vacuum retailers we are different and I want three days of topics and discussions that we can take home and use. I don't want to talk to a jeweler who has no clue what I am talking about. I don't want to work on a marketing plan with a plumber. Maybe I am wrong. Click here for a quick five question survey and let me know what you think. I would appreciate it very much. I have listened to all the great feedback that you have given me in the past and this year's Boot Camp is going to be very different. I am going to only have 2 or 3 at the most outside speakers. The rest of the time is going to be working together on specific projects related to sales, management of employees, store layout, marketing and other ideas that will make you money when you go home. They will be hosted by myself and other store owners that have done it. No untested theory here. Keep your calendar open April 23-25, 2012! And if you want to help me out by signing up early, that would help also :-) Click here for order form. |
When Did You Last Get a Health Check?
Most illnesses are pretty "generous" in the respect that they often give us at least a clue as to their existence. Many illnesses cause symptoms that act as our early warning systems and encourage us to seek proper diagnosis and treatment. Others, though, are sneaky, and only when they have had the chance to progress and take hold do they give us any sign. And with such diseases as cervical cancer, sometimes the sign comes too late.
Even though there is much publicity on getting the basic tests, not everyone takes advantage of them, and yet these examinations can literally save lives.
Even conditions such as diabetes or high cholesterol benefit from being picked up early, and these, along with some of the more life-threatening diseases, are tested for in a general medical examination. While not everyone has the money to pay for a full medical checkup, if you can afford to do it just once a year, you could head off many problems at the pass and stop illness before it has the chance to really take hold.
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On the Road Again 
I am always amazed how different stores are around the country and the things that all the successful ones all have in common. We all have pretty much the same challenges. There is always a low baller in town and there are always great dealers that pretty much ignore the negative ones. I always learn many things that I can use in my stores when I get home.
These are the common things I generally see in good stores in no particular order:
- Well stocked and well displayed merchandise.
- Well trained sales staff in product knowledge and salesmanship.
- Friendly and helpful atmosphere. Customers don't feel they are an interruption.
- Professionally dressed sales people. (wearing cloths they made in sewing stores)
- Sales people who love to demonstrate products to customers.
- Uncluttered and extremely clean sales floor, classrooms and bathrooms.
- Lots of add on sale products some unrelated to business.
- Daily, weekly and monthly goals for store.
- Fun classes going on all the time. (In sewing stores)
- Products priced with sale prices.
- Fully integrated POS system actively collecting customer information.
- Consistent marketing system.
While I was in Reno, I met Rich Evans who had an Oreck Franchise. He recently has converted to an Oreck retailer. Here is the neat thing, he changed the name his store from Oreck Vacuums to Reno Vacuums. He only had to buy an "N" made for his sign. He uses the "O" "R" and "E" form his old sign. So, if you have an Oreck store that is converting, you could be Cork Vacuums, Rock Vacuums, Coke, Reck and many more if you purchased one letter. Some are Locker, Docker, Rocket, Cook, Corker. There are many more but it is a lesson on turning a Lemon into Lemonade and using what you have to your benefit. Rich was with a customer when I was there so we didn't get a chance to talk but he was doing a great job connecting with the customer and assisting them to a buying decision that was right for the customer.
I also went to three sewing stores that were all top notch. Sierra Sewing Center in Reno and Carson City and Sew-N-Such. They both had very well stocked and displayed stores. The staff were very attentive to customers and well trained. We stopped in on a Saturday. They all had classes going on and the customers were engaged and very happy. They had home made cookies and coffee. That is a tip we sometimes forget. People love to be fed! I would give them all an A+. |
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