<p>We've got 90 days until Christmas. Yep. Ninety little stinkin' days. </p>
<p>Working wholesale/retail around the holidays reminds me of being a kid. You work hard all year at being good so Santa will bring you presents on Christmas morning. We do the same thing in sales. </p>
<p>As kids, we saved our money so we could buy Mom something nice at the Santa Shop at school. Now, we budged out money for Q4 merchandise. We kept our rooms picked up then and now we keep our stores polished and clean. As kids, we even made a concerted effort to be nice to our most horrible of siblings. Now, we call them crabby customers. All of this in an effort to earn those Christmas gifts from Santa. Today, we do it so customers will shop in our stores and bring us gifts...only now we call it money.</p>
<p>The last 18 months has been tough for retailers to say the least. In fact, it's sucked and if you’re still hanging on…you deserve a big cheer. It’s not a world for the weak and it’s downright scary when all the stores around you are closing up. Newspapers and TV don’t help with their doom and gloom holiday forecasts.</p>
<p>Here is my challenge to you: Bury your head in the sand. You read that right. Turn off all external sources of the economy and consumer spending for the next 90 days. No business section. No NPR MarketPlace. No TV or radio news.</p>
<p>There is only one economic indicator that should be on your radar right now: YOURS.</p>
<p>Unless you work for them, who cares how WalMart or Target is doing? Care about how YOU are doing.</p>
<p>For the next 90 days, you have only two concerns: inventory and service. Got it? These are the only two things that matter right now.</p>
<p>Here’s your checklist:</p>
<p>*Compete where you can win with unique merchandise priced to sell. It's not too late to bring in new merchandise. Call your local rep to help.</p>
<p>*Jenny Craig your inventory: full but not stuffed.</p>
<p>*Utilize social networking media to promote the hell out of your store and create a customer buzz FOR FREE. If you think you don’t have time to do this…think again. You don’t have time NOT to do this.</p>
<p>*It's on, baby! Get lots of sleep this weekend and buy some vitamins 'cuz you're gonna work, think, and sell your ass off and so is your staff. Explain to them that it's make or break time. The days of sitting passively behind a counter and hollering out "let me know if I can help you" are over. Get your tushies on the floor and help customers. Ask questions. Make suggestions. Show your merchandise to the customer. Put the item in their hands. Actually serve. Crazy, huh? Once a customer is in your store, their wallets are practically open. They're going to spend their money somewhere. Give them reasons to spend it with you. </p>
<p>If you need help with social networking media or customer service training for your staff, there are many resources available. Investigate and study up.</p>
<p>Remember: this is America and in the end, we go shopping—especially at Christmas when love and emotions equal beautifully wrapped presents. However, we're going to have to work for that customer love this year in a way we haven't for a long time. If we want to stay in the game, we need to get in shape now.</p>
<p>Be smart. Don’t panic. Do what you do best and win.</p>
<p>Happy In-the black Christmas to all!</p>
<p> </p>
2009-09-25T12:35:31Z
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90-days-til-christmas-a-retailers-manifesto
2
2009-10-02T08:41:59Z
2009-10-02T14:42:20Z
You've got 90 day's left in this make it or break it year. Here's how to come out ahead.
90 Days 'til Christmas: A Retailer's Manifesto
1
2009-10-02T14:42:20Z