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Tip Sheet

2 Words Every Salesperson Should Be Using … And 8 Other Business-Building Tips

Plus see one of your business’s greatest resources.

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STAFFUnleash the Giant Within

One of the great untapped resources of small businesses is the staff itself. It’s something the owners of Urban Tails Pet Supply in Minneapolis, MN, have sought to leverage by giving their workers the “creative freedom to use any ideas/means (within reason) to make Urban Tails a great place,” says manager Megan Trombley. “We are running a window display contest. Employees submit their ideas, and whoever wins gets their display made and a $100 Visa gift card.”

HELP DESKGet on the Floor

Ever feel like your desk is caving in on you? That you have dozens of papers, reports, books and folders coming from all directions, reducing your actual workspace to the size of a Post-It Note? If so, marketing consultant Scott Ginsburg suggests going back to your student days and working on the floor. Says Ginsburg: “It works wonders for enhancing your creativity, especially from a visual standpoint. First of all, you’ll have plenty of room to spread out your materials. This will help you more effectively solve problems, come up with new ideas and brainstorm because you’ll see all of the elements involved.”

LOYALTYBuild Trust

Want to totally win the trust of your community? Promise to personally test all the products you sell on your own beloved pets. It’s a commitment that several pet businesses are already making, including Cool Dog Gear, a two-store chain in Pennsylvania. “This allows our staff to truly understand the products and honestly answer questions about it” as well as share their personal experiences about how the product worked, says co-owner Sue Hepner. Danielle Cunningham, owner of Lewis and Bark’s Outpost in Red Lodge, MT, says the approach has helped her store cut returns to fewer than five a year.

STRATEGYGood Citizens

If you refer to potential customers as “prospects” or “targets,” marketer Seth Godin urges you to stop because “marketing-centric terms” don’t reflect the way power has shifted in the marketplace, he says. Instead, call them “citizens.” “When you stop calling people ‘targets’ or ‘prospects,’ and start calling them ‘guests’ or ‘citizens,’ you can’t help but become a little more humble and a little more respectful,” he writes on his blog. “Try it, it works.”

SOCIAL MEDIAPlan Ahead for Pinterest

Most people forget that Pinterest is essentially a search engine, so if you are pinning things you want people to see right now, you’ve left it too late. A better approach is to plan and pin two months ahead of time for holiday gifts, for example. It takes time to build rank and credibility as users search.

EVALUATIONAssess Yourself

If you think you’re being productive and making progress, author Tom Peters suggests you ask yourself a question: “What have you done this year?” Answering that question succinctly puts the focus on your big achievements — or lack thereof — over the past year.

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MARKETINGGet Noticed

Keith Ferrazzi, author of Never Eat Alone, won’t be sending you a Christmas card this year. He concentrates his energies on birthdays. Why? Hundreds of businesses send Christmas cards to their clients. Few send birthday cards. If you’ve got a limited marketing budget, consider skipping Christmas this year. Instead, try handwriting birthday cards to your favorite customers (or even better, their pets).

INCENTIVESYour Logo Here

If you sell clothing with your store’s logo on it, give customers an incentive to wear it. A 10 percent discount on a purchase made while wearing your shirt will do the trick, says Kelly Mooney, author of The Ten Demandments.

Since launching in 2017, PETS+ has won 14 major international journalism awards for its publication and website. Contact PETS+'s editors at editor@petsplusmag.com.

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Catch the replay of this PETS+ Live! Lunch & Learn webinar hosted by Candace D’Agnolo of Pet Boss Nation. This episode featured Candace on location at Bar K in Kansas City, MO. Find out how owners Leib Dodell and David Hensley implemented their idea for a dog park/restaurant/bar that owners enjoy as much as their pets do — and learn why the business took top honors in the 2019 PETS+ America’s Coolest Stores contest.

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Tip Sheet

8 Fresh-Off-the-Press Tips to Better Your Business

Aim for busy, not rushed.

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TIMEAim for Busy, Not Rushed

How should you strive to feel when working? Busy, but not rushed. Research undertaken by the University of Maryland found this is when people are happiest. And when you’re happiest — meaning engaged and in the flow as opposed to giddy with joy — you invariably do your best work. So, start creating realistic schedules, stop checking email every 15 minutes, take breaks to exercise and stop letting other people set your deadlines. (Yes, you could finish the job by tomorrow, but Friday is best for everyone.)

LANGUAGEWhich Means?

Two of the most powerful words you can add to any sales presentation are “which means …,” when delivered after a product feature has been identified. “You can add these words verbally, or you can add them silently, but this habit will bridge you into language the customer can see in their mind,” says Wizard of Ads Roy H. Williams in his weekly marketing column. A pet example? “This collar is embedded with a GPS tracking chip, which means you’ll always know where your dog is.”

Photo of Adorable Service Dogs in Theater Gets Viral Attention (VIDEO)
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Photo of Adorable Service Dogs in Theater Gets Viral Attention (VIDEO)

Video: Help Customers Understand What Makes Your Pet Business Unique
Jim Ackerman

Video: Help Customers Understand What Makes Your Pet Business Unique

Video: Principles Learned While Traveling That You Can Apply to Your Pet Business
PETS+ LIVE!

Video: Principles Learned While Traveling That You Can Apply to Your Pet Business

HOLIDAYSPersonalize Cards

If you’re sending holiday cards this year, do not send a greeting with nothing but your signature. Frankly, sending nothing works better, says Harry Beckwith, author of What Clients Love. Instead, write a short note — how about “Thinking about one of my favorite customers as the holidays approach …” or even “Happy, happy holidays to you”?

ADVERTISINGCheck for Success

If you’re a planning your holiday ad buy, Mary Gillen of IdeaSiteForBusiness.com suggests doing research first. If you’re considering a local publication, look at the other ads in the section where you may be placing your ads. Call the companies who are already advertising there to find out how their ads are performing.

CUSTOMER SERVICEGive It Away Good

If you’re going to give it away, give it away good. That, says Dianna Rae High, owner of Dianna Rae Jewelry, one of Lousiana’s top independent jewelry stores, is one of the most important customer service lessons she picked up during her career. That means if you are offering free nail-clippings with a dog wash, tell them you normally charge $15 for the service. Or if you have to replace a dog toy under warranty, don’t do it with a bad attitude and blame them for it. Treat the customer as if you had just made a sale.

STRATEGY“How” is the Enemy

Something all true entrepreneurs know: “How” is the enemy. “We always want to know how things will happen,” says Claudia Azula, a popular podcaster and co-author of the Power of No. “But ‘how’ is the enemy because it blocks the possibilities that open up when we are willing to not know. When you don’t know about tomorrow, all you can do is focus on doing your best today.” Stop thinking. Just go do it.

MANAGEMENTThe Decision Hour

Once a week, spend an hour making choices. A lot of things masquerading as “things you have to work on” are really decisions you need to make, notes Steve Chandler in his book Time Warrior. Many can be made instantly; the notion that you need to gather more information is often merely avoidance. Make it a game: Challenge yourself to make as many decisions as you can in an hour, and see how many items you can nuke from your list. It’s weirdly energizing, he says.

MEMORIALSAt the End of the Rainbow

The end of year is a time to restock, revisit and remember, especially those no longer with us. Treats Unleashed in Saint Louis, MO, underscores the fact that its relationship with customers isn’t purely a commercial arrangement with a tribute to departed pets. “At the end of every year, we ask our customers to share a photo and a memory of their pets who have crossed over the Rainbow Bridge with us. We save all the photos and create a memorial tribute slideshow,” explains owner Teresa Miller.

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Tip Sheet

From Listening to Word Choice, 9 Tips to Help You Do Business Better

From “should” to “want”…

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WORD CHOICEStop Saying “Should”

“I should really work out tonight,” “I should talk to more strangers at trade shows,” “I should fill out Brain Squad surveys.” “Should” implies reluctance and guilt. Start saying “want” instead, recommends Sonja Lyubomirsky, author of The How of Happiness. The positive language will help you prioritize what you really want to be doing — and it can help you see healthy business behaviors in a motivating way.

COMMUNICATIONFeel Factor

Writes former Raytheon CEO Bill Swanson in The CEO’s Secret Handbook: “You remember a third of what you read, a half of what people tell you, but 100 percent of what you feel.” When communicating with your staff, your goal is not to tell or teach people what to do, but to make them feel what they need to do.

Photo of Adorable Service Dogs in Theater Gets Viral Attention (VIDEO)
Headlines

Photo of Adorable Service Dogs in Theater Gets Viral Attention (VIDEO)

Video: Help Customers Understand What Makes Your Pet Business Unique
Jim Ackerman

Video: Help Customers Understand What Makes Your Pet Business Unique

Video: Principles Learned While Traveling That You Can Apply to Your Pet Business
PETS+ LIVE!

Video: Principles Learned While Traveling That You Can Apply to Your Pet Business

LISTENINGIs That So?

In The Patterson Principles of Selling, Jeffrey Gitomer suggests training yourself to be a better listener by asking a question at the end of your customers’ statements. If you make your own statement, it’s possible you were interrupting. But if you ask a question, you almost have to wait until they’re finished speaking.

ADVERTISINGBoast Location

Outside a major city and trying to compete with the big boys? Turn your location into a competitive advantage in your ads, like one suburban used-car dealer profiled in Entrepreneur Magazine did … using the phrase “We’re just 16 minutes south of higher prices” in all of its advertising.

SOCIAL MEDIALive From the Floor of Superzoo …

Thanks to social media, everyone can be a correspondent today. It’s a role the staff at Cool Dog Gear in Pennsylvania have gleefully accepted, beaming back Facebook Live posts from every trade show they attend. “We find a cool item and do a little infomercial right then and there with the manufacturing rep telling us all about the item — “And coming soon to Cool Dog Gear!” explains co-owner Sue Hepner. “By the time we get back from the show there are already customers waiting to buy it!”

MORALEHappy Staff, Happy Life

In the spirit of Peter Drucker’s dictum that the most powerful question you can ask staff is how you can help them do their jobs better, each employee at Just For Paws in St. Charles, IL, is offered a “wish list” that allows them to choose items to enhance the work environment. “We supply them with top-of-the-line equipment. Our employees get to work in a clean, aesthetically pleasing environment. Happy employees establish an efficient business,” says owner John Webb.

PERSONAL SPACECreate A Shrine

Need a pick-me-up? Jim Krause, author of Creative Sparks, suggests creating a small “personal shrine” in your office space. Include things that are important and relevant to you: a book that taught you something, a few trinkets, a picture or two, and anything else that inspires you. Spend a moment each day in quiet thought with your shrine. Use it to get yourself into the zone for another day of wow-ing customers.

REPETITIONBetter Off Blue

Ever have a subject that you’ve talked about until you’re “blue in the face?” And figured it was time to give up because it didn’t seem to be having an effect on anyone? Well, don’t stop. Bob Nelson, author of 365 Ways to Manage Better, says that it’s often just when you’re getting tired of saying a message over and over that it starts to take hold. Repeat the message until you start hearing it back from your employees. Then you’ll know it has sunk in.

THE HUMAN BRAINSqueeze! Release!

This next tip may sound a bit odd, but work with us here as it’s doctor approved. The nodding doctor is Allen Bradon, author of Learn Faster and Remember More, who suggests bringing a tennis ball to the office. When reading documents, squeeze the ball in your right hand. This will stimulate the left side of your brain, which processes words. If it’s blueprints or instructions with diagrams, switch to your left hand. Stimulating the brain’s right side helps with visualizing and spatial relationships.

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Tip Sheet

9 Tips to Ramp Up Sales, Productivity

Follow this simple rule: Reschedule.

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PRODUCTIVITYLeave the Mess for Now

If you typically feel the urge to straighten your desk before you can start on meaningful work, The Guardian’s Oliver Burkeman suggests a simple rule: Reschedule. “If your job permits it, schedule a daily deck-clearing hour — but at 4.30 p.m., not 9 a.m.,” he says. “It’s time to abandon the secret pride we procrastinators feel in having completed 25 small tasks by 10 a.m. If they’re not the right tasks, that’s not really something to be proud of.” Instead, Burkeman recommends the timeworn advice to work on your most important project for the first hour of each workday.

NEW HIRESFreedom Must Be Earned

Something to keep in mind for those who are breaking in new employees: It’s easier to give employees autonomy and freedom than it is to take it away. So, clearly state directions and expectations when employees are new to their jobs. Then, let autonomy and flexibility “be an earned right of their performance,” says Bob Nelson in 365 Ways to Manage Better.

HIRINGBrown Bag It

According to a tale in Bob Nelson’s book Please Don’t Do What I Tell You, Do What Needs to Be Done, when an ice-cream store in Texas ran out of job application forms, a quick-thinking employee handed each remaining applicant an empty paper bag with instructions to do something creative with it. This brainstorm forced job-seekers to show their creativity and ability to entertain others, important attributes in the ice-cream business … and pet care.

MANAGEMENTChange Takes Monthly Meetings

How often are you doing performance evaluations with your salespeople? Once a year? Twice a year? Not enough, says George Whalin, author of Retail Success. To truly shape performance requires monthly evaluations. Talk with your salespeople about how they performed versus their goal for the month that passed. The goal of these meetings should always be improving performance, not simply listing the things an associate did right or wrong.

MARKETINGShout It Out from the Curbside

Your biggest sale of the year is here, and you want to be jam-packed with customers. You’ve spent big on ads and done heavy direct mailing. What else can you do? On the day of the sale, hire people to wear sandwich boards promoting the sale. (“50% Off! Today Only!”) Have them stand at major intersections within a mile radius of your store, recommends the Idea Site for Business.

THE YUCKY STUFFDot Plot

Everyone knows cleanliness is good. It indicates attention to detail, professionalism and hygienic conditions. Yet it’s an area most staff tend to take shortcuts. To enforce the deep cleaning habit, John Putzier, author of Get Weird!, suggests a game called Collect the Dots: Place little colored stickers around your store, concentrating on the most obscure corners, nooks and crannies, say, in the dusty reaches of the dry food racks. Any employee who collects a sticker and brings it to you gets points. More points, bigger rewards.

SALESThe Eyes Have It …

Eye contact is important in any kind of sales — and pet-related sales are no exception. Jack Mitchell, author of Hug Your Customers, suggests asking your sales people: “Do you know the color of your top customers’ eyes?” Quiz them on this whenever you feel your sales staff might not be making enough eye contact.

SALES… But Don’t Overdo It

Speaking of eye contact, have you ever wondered how much is too much and how much is too little? Here’s the answer from Keith Ferruzzi, author of Never Eat Alone: “If you maintain an unblinking stare 100 percent of the time, that qualifies as leering. If you keep eye contact less than 70 percent of the time, you’ll seem disinterested and rude. Somewhere in between is the balance you’re looking for.”

ATTITUDEA Mantra for Sales Success

Great sales mantra seen on the website of sales expert Jeffrey Gitomer at gitomer.com. A reader writes that while he is selling to a customer, he keeps telling himself, “I am transferring enthusiasm. I am transferring enthusiasm.”

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