Procrastinators, Your Time Has Come (to Shop)

Notice that @CouponCabin was spreading the word to encourage shopping.  ”And the shoppers went wild!” as you can see from the person responding to @CouponCabin ….

And then you had interested people like Susan Wenner Jackson (@SusanWJackson) spreading the word to help her followers with a tip.

And these tweets were just the tip of the iceberg.  All over Twiter, consumers tweeted free shipping codes and shared links on Free Shipping Day. According to ComScore, 36% of shoppers say they wouldn’t make an online purchase without free shipping, so the frenzy was understandable on Friday.

Click below to continue….

From Small Business Trends

Did Free Shipping Day Do the Trick for Small Biz?

The initiative’s Facebook page generated more than 2.6 million likes, an increase from 1.2 million last year. American Express offered its card members a $25 credit for any $25 or more spent at qualifying small businesses nationwide.

Millions of consumers made it a point to shop locally in support of small, independently owned local businesses that create jobs, boost the economy and invigorate neighborhoods. The initiative was created in response to small business owners’ most pressing need: more demand for their products and services.

Many found it a welcome reprieve from the Midnight Madness that large retailers created by opening at 12:00 a.m. on the day after Thanksgiving.

President Obama, who has made small business growth a priority of his administration, led by example and shopped locally. The President and his daughters visited a bookstore in Washington D.C.’s Dupont Circle neighborhood and made their purchases on Small Business Saturday.

Retailers should be cautiously optimistic about the initial holiday rush. This year Thanksgiving fell on the 24th of November, which left a full 30 days of shopping before Christmas. Cyber Monday provides a third boost during the initial weekend of the 2011 holiday shopping season. The key will be whether the spending continues through December.

A strong fourth quarter could be exactly what the U.S. needs for a full-fledged recovery to occur. Increased consumer demand is what small businesses need to grow. Since they create the majority of new jobs in the economy, we have experienced what could be a positive start for the days, weeks and months ahead.

Image from Kenishirotie/Shutterstock

From Small Business Trends

Black Friday, Small Business Saturday and Cyber Monday Kick Off a Big Shopping Weekend

Why should you care about seniors?

• First, they’re growing in number: By 2030, nearly one-fourth (22 percent) of Americans will be over age 60.
• Second, they’re growing wealthier: Worldwide, the share of income for those over 60 is increasing and will continue to rise through 2020. And seniors spend proportionately more of their income on discretionary purchases like eating out than do other age groups.

But seniors uniformly say that retailers aren’t meeting their needs. Here’s why: Most retail shopping centers are focused on younger consumers who are busy with work and family and want to get in and out of stores quickly and efficiently. That’s not what older shoppers want. For seniors who are retired and may have little social interaction, shopping is an enjoyable, leisurely activity they want to prolong. They don’t like big stores, and they hate being treated impersonally.

Can you say “small-business advantage?” The very stores you’re competing with—big-box chains—are the ones who aren’t serving seniors in the way they want to be served. So what do seniors want when they shop? Here’s some of what the study found:

Seniors shop often: While younger consumers with busy schedules try to cram all their shopping into big weekend trips, seniors make more frequent trips. Two-thirds of respondents aged 70 to 80 say they shop twice a week or more. They typically shop on weekdays, and prefer to go in the mornings.

Readable signage: Seniors felt that signage, prices and store directions were hard to read. Fifty-two percent of those in the 60-70 age group, 58 percent in the 70-80 group, and 66 percent of those over 80 say they can’t read labels clearly, even when wearing corrective lenses. While you may not control labels, you do control shelf signage and other elements, and you can make sure staff is available to help seniors read the “fine print” on product packaging.

Friendly, well-trained staff: Seniors complain that stores are generally understaffed and, when they do manage to find a clerk, the staff is not well trained enough to help them. They also enjoy chatting with staff, so make sure your employees don’t rush them through checkout.

Seating: Since many seniors walk to nearby stores rather than drivie, the experience can get tiring. Most respondents (63 percent of those under 70 and 75 percent of those over 70) said they would like to be able to sit down in stores. (I think adding some comfy chairs is a benefit that anyone, not just seniors, would appreciate.)

Small size: Seniors prefer smaller stores with a well-edited selection of items.

High quality: Seniors buy fewer items than other age groups but generally spend more per item. This holds true even for low-income seniors—they are more focused on quality than price, and are very brand-loyal. For higher-income seniors, there is a trend toward “trading up”—cutting back on quantity but buying higher-quality items, especially in the food, beverage and clothing categories.

Online experience: Because seniors have the time to do lots of research before making a purchase, they are typically heavy Internet users. Half of survey respondents use the Internet, and 20 percent use it for buying or researching products, with the youngest, oldest and wealthiest groups the most likely to shop online. The same principles that apply to store signage and packaging also apply online: Make sure your website is easy to navigate, that fonts and color combinations are easy on older eyes, and that you post a phone number or other way to contact a live person prominently.

Some of these findings may surprise you, while others may not. But either way, there’s a clear advantage for small retailers who can cater to senior shoppers’ needs and wants.

From Small Business Trends

Small Retailers: Don’t Ignore Senior Consumers

What Payments Types Are Right for Your Business?

Imagine a customer waiting in a long line to pay, only to realize at the register that the retailer doesn’t accept the payment type presented. No one wants that to happen to them, and businesses don’t want to turn that customer away during the holidays or any other time. The good news is that, depending on your current capabilities, you may not need to overhaul your system to add or support new payment types.

Online or in-store, every customer purchase results in an interaction at the point of sale. Small business owners should not be afraid to call their payments processing partner to talk about what might be best for their business.  Accepting the right mix of payments and having reliable, efficient and secure equipment helps create a positive experience for both customer and business all year long.  For instance:

Give your gift cards a boost ~ Christmas is second only to birthdays when it comes to giving gift cards. In addition to providing great last-minute holiday gifts that extend the life of gift-giving seasons, prepaid gift cards create additional foot traffic, help generate brand awareness, increase same-store sales and add revenue from “uplift” on card redemption.

If you already offer gift cards, consider whether encouraging customers to reload will help keep your card in the top of their wallets. Gift card malls are increasingly popular places for customers to purchase cards.  Another trend that is beginning to gain popularity is virtual “gifts.” Check with your program provider to find out whether it makes sense for you to get your card into the gift card malls and/or online.

Mobile payments are almost here ~ The mobile revolution is touching nearly all aspects of modern life, from how we play to how we pay. Google Wallet offers a fast, easy and simple way for consumers to pay with their phones. Updating your point-of-sale equipment to accept mobile payments is easier than you think. It may be a matter of adding a peripheral device to your existing system, which will help merchants to be ready once mobile commerce reaches critical mass.

Use social networking to sell ~ Social networking sites like Facebook present a huge opportunity to expand gifting programs to new channels. The eGift Social solution allows consumers to use Facebook to send virtual gift cards to friends and family. Consumers can choose to have their eGifts delivered as a Facebook post, sent via email or have a physical gift card mailed directly to the recipient.

Evaluate and upgrade point-of-sale (POS) and other equipment ~ Can your POS system handle the increased holiday traffic? An upgrade can mean greater flexibility in accepting payments and being ready for innovations in payments—potentially lowering infrastructure costs, decreasing customer wait times and making transaction processing more reliable and secure.

Take a multi-layered approach to reducing risk ~ Layered payment security is critical to helping protect sensitive payment card data. Because there is no single approach to security that can prevent or eliminate card data theft and fraud, four trends have been identified impacting payments that, together, are already shaping the way businesses protect their payments and customers, while also reducing the cost of complying with the Payment Card Industry Data Security Standard (PCI DSS).

From Small Business Trends

Ring Up Point of Sale Success Year Round

Here are 11 customer service trends to watch in 2011:

1. The time to react to your customer is shrinking. In this 24/7 instant gratification world, the time in which your customer expects you to be able to resolve their problem is getting smaller. Most customers expect to be able to reach you 24/7, and for you to resolve their concern on the very first call (or at least the same day). This is putting increasing stress on companies’ infrastructure and pressuring companies to ensure the profitability of each customer. Look for companies to begin to “fire” customers that don’t meet their profitability metric.
2. Customer service has become the new marketing. Small business owners used to be afraid that a dissatisfied customer would tell 7 people. Now, through social media sites, they can tell 7 million people. On the flip side, “raving fans” can be your biggest source of new business as they tell everyone how great your company is. Consumers believe what their peers say about your company more than they believe any of your own paid advertising.
3. You can find out exactly where your customers are talking about your company. Every business is being talked about on the Internet, but where? New customized software from companies like Flowtown allow the business owner to insert a contact’s name or e-mail address and identify the social networks in which that contact participates. Knowing where your prospects and customers congregate online is critical for engaging your customers where they are.
4. The “social support” experience grows. Consumers now talk and bond directly with each other over using your products. Companies like Get Satisfaction and Feedback 2.0 are building online communities that facilitate conversations between companies and customers. Get Satisfaction states that 46,000 companies use its product to provide a social support experience to listen and talk to their loyal customers.
5. Faster resolution of customer service issues through blog and social media site comments. Calling a company’s customer service number is no longer the fastest way for a customer to get an issue resolved. Since most brands are tracking what is being said about them on all the social media sites, tweeting your concern or posting it on Facebook will often yield quicker results. This has especially been effective for me with my vendors like Comcast, Vonage, American Airlines and Discover Card.
6. Integration of Web customer service and traditional phone support. Customized software now allows integration of what prospects and customers are saying on the Web about your company. More solutions like Parature for Facebook are available to integrate that information with your website and customer service center. Software now enables Facebook users to search their knowledgebase, submit help tickets and chat with customer service agents. Look for online and offline customer input channels to continue to merge in the coming year.
7. More self service: It started with ATMs 40 years ago and now we rarely go to the airport without using a self-service kiosk. This past year, more complicated transactions like renting a car are now being done via kiosks at companies like Hertz. Although it takes a bit longer, it is effective for impatient customers who do not want to wait in lines. Many stores have also implemented self checkout. Can buying a car or house via self serve be far behind?
8. Faux personalization becomes an expectation. With many consumer interactions now happening online or through automated kiosks instead of live people, customers have come to expect the type of “personal service” they get at websites like Amazon. Easily being able to track your current, past and recommended future purchases has become an expectation that is not easily matched in a brick and mortar store. Amazon always remembers who you are, but does your local retail store? As a result, where would you rather shop?
9. Retail stores are now an experience. Successful retail stores like Apple and Brookstone have become demo centers with a lot of service people around to help. On Black Friday, when other stores were struggling to keep up, I was in and out of an Apple store in 5 minutes with my iPad purchase. In order to compete with online shopping, successful stores are now fun places to come out and shop. Gone are the days when you couldn’t find someone to help you at Toys R Us (and I don’t miss it).
10. You need to chat. Helping a customer on your website used to providing an e-mail address or listing the company phone number. Real-time chat is now becoming a requirement in order to help your clients. Can video chat be that far behind for an even more personal touch?
11. Online inventory tracking from your customer’s phone. Your customer will no longer come into your store to see if you have a product. Companies like Milo.com can now tell the customer if a product is on your shelf. The company says it tracks real-time availability of 3 million products in 52,000 stores. Is this the end of “window shopping”?

What customer service trends are you seeing in 2011?

From Small Business Trends

11 Customer Service Trends to Watch in 2011

The Power of a Promise – and How it Grows Your Business

Founder Chris Zane knows that each customer who walks through his store’s door brings $12,500, on average, to the business over the lifetime of the relationship. The intention behind this guarantee is to earn a new customer by eliminating any reason for not considering Zane’s Cycles. So Zane’s guarantee includes everything: lifetime free service, a 90-day price guarantee, a lifetime parts warranty. With these promises, Zane’s says to customers: “Why worry about price when our price is guaranteed? We will live up to our promise.”

This promise guides decision-making throughout the lifetime of every Zane’s customer. For example, a customer who wants to return a $500 item is gladly given the refund. It is not worth jeopardizing the future value of that relationship. Zane’s employees embrace that: It’s not $500 at risk; it’s a $12,500 customer.

Does Your Experience Have an Expiration Date?

Companies who understand their customers’ lives grow their businesses, and earn the right to customers telling their story to everyone they know. Zane’s earns the right to their customers’ stories with their decision to guarantee bicycle ownership. In a world where there is so little that customers can count on, this promise delivers “wow” in a world of customer service vanilla.

By eliminating fear and worry from the buying experience, Zane’s ensures customers are less prone to negotiating a bike’s price, because in the long term, they know they’ll be covered by the Zane’s guarantee. Zane’s can maintain its margins because price is never the determining factor in a customer decision. Customers know, “If I buy it and I don’t like it, I can bring it back.” Zane’s customers look forward to the ownership experience—also guaranteed.

What part of your experience can you guarantee? How do you make sure your customers sleep well at night, knowing you’ve got them covered?

Go Try This

Evaluate How you are Delivering Peace of Mind to Customers Today

• How would you rate your intent and ability to guarantee happiness for customers?
• How would your customers say you are doing?
• Do customers rave about their relationship with you?
• How do your decisions on policies and procedures compare with this beloved company?
• Do your decisions to live up to your promises earn your business “beloved” status today?

Take Action to Earn Raves From Customers (and Employees)

• Try to identify one part of your customer experience that you can guarantee to give customers peace of mind.

From Small Business Trends

Guarantee the Customer Experience – Remove Price and Worry from Buying Decisions

Their business is one of 17 small suppliers of office products to state and local governmental agencies, schools, libraries and other public institutions.  Yet, without so much as a ‘thank you but we’ve decided not to renew your contract,’ the state has awarded all the office supply business to a single company – a very large corporation.

Now here’s where it gets interesting:  there was no competitive bidding process that Supplies Supplies Inc was notified of to participate in.  Even though Supplies-Supplies has had a state contract since 1984, they started hearing rumors that the state was not going to renew, but to date have never received official notice of nonrenewal.  Then on August 17, 2009 the State of New Jersey issued a press release (PDF) announcing the new arrangement.

By their action, the State of New Jersey is substituting one large vendor in place of 17 smaller local businesses.   The National Office Products Alliance, a trade group representing independent office suppliers, cried foul, issuing a statement saying that the “New Jersey Treasury Abandons Small Business.”  A State Assemblyman also criticized the move.

New Jersey law requires competitive bidding on public contracts.  The bidding, if you can call it that, took place outside the state, in Minnesota, a number of years ago.  Sound strange?  It is.

New Jersey is acting under a state law that it says allows them to enter into joint purchasing agreements with other governments. This is one of six such cost-saving cooperatives entered into by New Jersey.

This is the first I’ve heard of such joint cooperative purchasing agreements, and for all I know my state of Ohio may be part of them.  But the whole idea is troubling. Today it’s office supplies.  Tomorrow it could be YOUR industry.  All contracts get handed by one official to a single large entity in each industry – potentially that could be one nationwide contract for all government buyers.  Think about the implications of that for a while.

But Can These Small Businesses Really Compete?

There’s a twist in this story I wasn’t expecting.  Initially when I set up the interview with the owners of Supplies-Supplies Inc., I was afraid this would turn out to be another case of a small business not being able to compete on price against a large company with more buying power.  Regrettable — but a reality in retail today.

But that is not the case, according to the business owners.

When I asked point blank (perhaps with a little skepticism poking through), “Do you really think you can compete on price with that large vendor?” Carl Streko replied: “Yes, we can compete. We have in the past.  We have been up against the big companies and beat their prices.”

“Some time ago we joined a buying group, with 2,000-3000 dealers in the buying group.  We buy wholesale at the same prices as the big companies.  We start off on a level playing field with the big competitors.”

Carl went on, “Another point of interest: there’s another giant office supply company headquartered in Boston.  They originally won the contract for the office supplies back in 2004 as one of the suppliers, but in November backed out of it because they could not make a profit.  We picked up business from them, by competing head to head.”

“But we don’t know what discount is being offered, because we were never given a chance to bid. So how can the state say they are saving money over renewing with existing vendors?”

Adds BJ:  “Seventeen vendors have the state contracts today.  We all have the ability to purchase through 2  wholesalers and also buy direct from manufacturers.  We believe and also have been told by our customers that we have a larger selection of products than Staples.  Therefore, our prices are competitive, our range of products that this type of customer needs is better, our ability to service the customer is without question better.  So who does the State think is really to benefit in this change?”

The reality of owning a small business is that losing big customers, as the state and local agencies are to these 17 suppliers, can be disastrous to the small business.

BJ says:  “It’s very scary.  We will definitely have to eliminate positions to try to stay in business.  It will hurt our company.  All we want is a fair chance to bid head to head.”

Governments: Learn to Walk the Talk

State and local government officials often say:  “We support small businesses.”  Or, “We want to attract small businesses.”

Too bad some of them don’t walk the talk.  Even while they loudly profess their “love” of small businesses, they heap on taxes, regulations and red tape.  They make policy decisions that cost small businesses their profit, or drive them out of business.  Then officials pat themselves on the backs as they issue a press release about some program or other designed to “attract” more businesses to their area.

It doesn’t seem to occur to them that they should just treat the businesses already there a little better.

From Small Business Trends

When Governments Kick Small Businesses to the Curb

Are you one of them?

Lee Iacocco said, “In times of great stress or adversity, it’s always best to keep busy, to plow your anger and your energy into something positive.”

The companies that seek out different market segments are the ones that will survive this environment. How do they do it? They look at their product or service and then at their current client/market base. Then they take a step back and ask – Is there another segment that could use my product or service? Can I adapt my process to open up another potential client pool?

According to a May 4, 2009 article in Crain’s Cleveland Business, companies like Wright Tool Company are exploring different market segments like advanced energy and medical technology. Retail locations like Next Energy Store of Kirtland, Ohio are looking for new products to sell.

These companies are looking for ways to continue to provide value. When their current prospect base started to dwindle they stepped outside of their situation and considered alternatives. They got creative and found other markets to prospect in; they found new prospects.

In early 2008 Tree House Gallery in Olde Avon Village, Ohio opened a branch store called Sassy’s to cater to female consumers. While Tree House Gallery sells antiques and home furnishings, Sassy’s offers jewelry and accessories at reasonable prices. The owners realized that people were slowing down their purchases of higher ticket items. At the same time they knew that women will continue to buy lower cost accessories that make them feel good.

Think of it this way – when you are saving your pennies and thinking about every purchase, it’s nice to mildly splurge by buying yourself a trinket. There’s something about an item under $20.00 that makes it attractive. It’s something you can justify. Sassy’s offers just that range of items. So, while revenues may be slightly down for Tree House, overall the company is doing quite well thanks to Sassy’s.

What do all of these companies have in common? They understand that if they continued to do what they were doing they’d die. When death isn’t an option, the creative juices flow. It’s a decision business owners are making everyday – diversify or die.

Where do you stand? Is it time to strategize? You don’t have to go it alone! Include your staff, associates, and friends in your brainstorming. You never know what someone will come up with. The key is to know you CAN diversify; you CAN be creative and find new avenues for growth.

Good economy or bad, it’ll be one of the best things you do for your business.

* * * * *

About the Author: Diane Helbig is a Professional Coach and the president of Seize This Day Coaching. Diane is a Contributing Editor on COSE Mindspring, a resource website for small business owners, as well as a member of the Sales Experts Panel at Top Sales Experts.

From Small Business Trends

Diversify or Die

• And observed two clerks continue to chat instead of turning to smile at you? 
• To find that the order you called in the day before is not at the counter, ready for your quick pick-up and payment, because the clerk said she “got busy with other customers?” 
• And asked the clerk a question about a product and get an “I don’t know” response, with no offer to find out? 

These situations describe Americans’ top three in-store pet peeves according to a multi-client Gallup Poll taken in January. 

In a stressful economic time, coddle customers to keep them.  In fact, give them bragging rights about “my store” so they come back and tell others. 

Next to value-priced quality products, a motivated staff is the most cost-effective way to stand out from the competition while avoiding costly price wars. So many no-cost and low-cost staff behaviors can make all the difference in how a customer feels about your store.  The devil is in the specifics because even the most well-intentioned staffer may unwittingly slight someone. 

As customer service expert, Holly Stuhl is fond of saying, “You never get bitten by an elephant.  It’s the mosquitoes that eat you alive.” 

Just as a cultural group has commonly recognized rules of etiquette, your store staff can agree on the specific behaviors that constitute “good store manners” – with each other and with customers. 

If everyone in your store agrees to propose and abide by specific  “Rules of Conduct,” (ROC) then each staffer knows what is expected and can feel it is appropriate to speak up when a co-worker, including the owner or manager, is not abiding by them or is demonstrating outstanding customer service, according to their “ROC.” 

For a brainstorming session with your staff to agree on your outlet’s “Rules of Conduct” here’s some suggestions to jumpstart the discussion:  

1. “Welcoming Smile”   

Smile at each customer immediately as she enters the door. Their instinct will be to smile back. Safeway asked their clerks to smile at customers and some staff accused the company of trying to “enforce friendliness.”  Some women on staff even said that smiling encouraged some male customers to flirt with them. 

Hopefully your staff feels comfortable in their ability to smile as a gracious gesture of welcome.  

2.  “Agree on Your Greeting”

Rather than leave greeting to chance, consider various phrases you think are fitting for your kind of store and market area.  Compare notes on what feels comfortable to say to demonstrate that you are willing to help if they need it. 

There is a fine line between greeting and overwhelming customers. Avoid opening phrases that don’t recognize their purpose in visiting the store, such commenting on the weather. 

3. “Sunshine Over the Phone” 

The four most frequent complaints Americans have about talking clerks with whom they speak by phone are that they: 

• Speak too fast
• Do not enunciate clearly
• Do not sound like they care
• Do not propose ways to solve a problem but simply answer the questions they are asked.  

Agree on the exact greeting and tone of voice for answering your store phone.  Some people on staff may resist spending time on a seemingly obvious and small detail, but, like the first face customers see upon entering a store, the “faceless” voice over the phone is the “stain” or “sparkle” of first impression. 

For example, you may simply agree to say warmly and clearly, without speed talking,(“name of store”) (your name) speaking.  How may I help you?”  Ask each staff person to practice saying your agreed upon phone greetings and give candid feedback to each other about clarity, warm, loudness, tone and rate. 

In a chain of Italian clothing stores, clerks are asked to listen to audiotapes of melodic, rich male and female voices, saying the greetings that the store owner believes most represents the signature style of the store.   

Practice with each other until you are proud of what you hear. 

4. “No Matter What” 

No matter what else you are doing, from re-stocking a shelf to talking with another customer, pause to smile at the new customer entering the store to acknowledge their presence.  It only takes a moment. 

If you are with a customer when a new customer enters the store, still take a moment to smile and greet that new customer, perhaps saying “Hello.  I’d be glad to help you right after we’re done here.” 

Research shows that people are more willing to wait for service if they feel that the moment they can see the clerk, the clerk makes direct eye contact and acknowledges their presence by a smile, nod and some greeting. 

5. “Serve the Line” 

Serve people in the order that they have asked for service.  If one customer interrupts you while you are serving another customer, be especially warm as you turn to the “interrupter” and say something like, “I look forward to helping you right after I’m finished assisting this customer.  Thank you.” 

6. “Advance Orders”

Actively encourage your customers to place advance orders by phone, fax or e-mail, indicating what is adequate time for you to prepare the order in advance of their coming in.

Even if people walk into the store as you are preparing that order, greet the newcomers and explain that you are completing a prior order.

Tell them how long it will take and ask for their patience, because you will be with them next.

7. “Their Go-to Expert on That Situation”

Become your customers’ top-of-mind subject matter expert. When people come into browse, ask if they would like some suggestions for their particular situation.  If they would like such assistance, ask sufficient questions so that you know something about the budget, the customer’s feelings and needs for the situation and what kind of similar products they or their friends have used and liked in the past. 

Understanding the big picture of how the customer sees their situation helps you advise them more specifically and thoughtfully. 

8. “Specific Sampling Scripts” 

Invite customers to participate, to offer advice and to learn.

Every action someone takes on behalf of a prospective sale moves him closer to buying. Set a standard of always having something to sample, ask about, offer suggestions for or otherwise take action on. 

For example, a gourmet store might offer samplings. Set the food to be sampled on a counter near a staffer.  That way the staff person can offer samples and engage in conversation, perhaps asking a question or making an offer. A sports equipment store might have a demo area. 

Asking for advice starts a dialogue where the focus is on the product not on someone trying to get another person to buy. That gourmet store staffer might ask:

• (While holding a platter of sausage slices with toothpicks and three bowls of various flavored mustards): Would you mind telling me which mustard you think goes best with our new smoked chicken and apple sausages?” 
• “Do you think this cheese is soft enough to serve on the kind of crackers you use?” 
• (Holding a platter with three bowls of slices of different kinds of cookies, with stand up cards in front of each with the names of the cookies on them): Want to guess which one of these cookies is our best seller?” 

9. “Would You like French Fries With That?” 

Just as McDonalds instructs their staff to suggest additional food items, such as drinks or fries with each order, you can establish a low-key and helpful standard for making suggestions of products that would go with each other for a meal, a gift or other special situation. 

If in-store displays involve a combination of products for a timely occasion, staff will find it easier to refer to product combinations to buy as a bundle. 

10. “Cross-Sell to Stand Out and to Sell More” 

Let customers literally see a situation in which they’d enjoy using several of your products, as a natural extension of their lifestyle – or the life to which they now want to become accustomed. Stage a scene on a table or shelves or in the window. Sometimes include products from a partner’s store to complete the picture of that situation. 

In short, encourage more spending in your store by reducing the number of boring or irritating steps to do so and increasing the number of positive in-store moments and reasons to buy.

* * * * *

About the Author: Kare Anderson is an Emmy-winning former Wall Street Journal reporter and speaker/strategist on collaboration, partnering and quotability, Kare Anderson writes two blogs, Moving From Me to We and Say it Better.

From Small Business Trends

Sell More by Seeing Your Store Through Customers’ Eyes

The average florist is losing money this year, with average net profit margins of -3.27% in 2008. 

Florists are not the only ones hurting.

Sageworks Inc., which provides an analysis platform for financial professionals, sent me some interesting information about small retail businesses with less than $10 Million in annual sales. The firm, out of Raleigh, North Carolina, aggregates private company financial data in real time from the thousands of CPA firms that use Sageworks’ financial analysis technology.

Sageworks identified 4 other industries where the small businesses are declining or not growing as fast, and could really use support by consumers, including:

• Clothing Stores – sales are down an average 0.44%.
• Home Centers & Hardware Stores – down an average 3.75% so far this year.
• Beer, Wine, and Liquor Stores – saw average sales growth of 2.05%, compared to 5.30% in 2007.
• Specialty Food Stores –while still growing, with a 6.98% increase in sales thus far in 2008, that is down from the 7.94% increase last year.

Here’s a chart showing the situation in living color, prepared by Sageworks Inc.:

In case you can’t read the chart very well, the red line is florists.  Green is the hardware stores and home centers.  Yellow is beer, wine and liquor stores.  Pink is clothing stores.  Blue is specialty food stores.

Sounds like these small retailers could use your support.  As you are doing your holiday shopping, look for  small retailers in your local communities.  Frequent them.  You just might be helping save a small business like yours.

From Small Business Trends

5 Small Retail Industries Suffering This Holiday Season