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Tip Sheet

Keep Your Opinions to Yourself, and Other Tips for January

Try this advice to help your business grow and prosper.

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Marketing

Make it Rain

Your business cards do no good sitting in a drawer. Get them out, says Paul Timm, author of 50 Powerful Ways To Win New Customers. He cites one company that included a business card in every piece of first-class mail sent out, even the bills they paid. It led to a call from the local electric company asking about their product. Another manager tossed his cards in the air at football games when the home team scored.

new year’s resolutions

Weigh Station

The new year brings resolutions for people and their pets. Encourage a healthy weight for your canine customers, which can involve upgrading to a higher-quality food. Spark the conversation with a scale in your store. Frank Frattini has done exactly that at The Hungry Puppy in Farmingdale, NJ. He even installed a banner outside to promote his Doggie Weigh Station.

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discounts

Anniversary Percentage

Looking for a marketing hook to celebrate your store’s anniversary? Go with the number of years you’ve been open. For the 13th anniversary of Paddywack in Mill Creek, WA, in 2018. Shane Somerville offered a 13-percent discount, plus a prize wheel and VIP swag bags. She saw a 565-percent increase in sales over an average day.

principles

Every Day, Getting Better and Better

If you’re still scratching around for a guiding principle for 2019, consider this one from Gretchin Ruhin, author of the bestselling The Happiness Project: “What you do every day matters more than what you do once in a while.” That applies not only to the life’s work you build on a daily basis, but also the things you spend your money on. Do you need that huge SUV if you only ever drive to work and home?

management

Hold Your Piece

According to business consultant Simon Sinek, author of Start with Why, the typical business meeting follows this pattern: The manager outlines the problem, says what he thinks, and then asks staff for opinions. But by then, it’s too late, Sinek says.

The direction of the discussion has already been set. The ability to hold your opinions has two benefits, he says. “One, it gives everyone else the feeling that they have been heard. And two, you get the benefit of getting to hear what everybody has to think before you render your opinion. Simply sit there, take it all in. The only thing you’re allowed to do is to ask questions. And at the end, you will get your turn.”

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grooming

Before … and a Quick After

Anti-aging beauty products may have pioneered the before-and-after format in the back of magazines 80 years ago, but if you’re a groomer in 2019, it’s a Facebook video you want doing the contrasts for you, preferably like Mutt and Joe’s speeded styling clip. Have a look at the Severna Park, MD, business’s spot here: ppmag.us/11911.

lost pets

This is How to Offer a Cash Reward

A missing-pet sign with tear-off phone numbers, the animal’s photograph, the owner’s address, and a promise of a $100 or $1,000 reward is basically saying, ‘Here’s where I live, I have lots of cash, come steal it,’ Richard Masten, executive director of Crime Stoppers of Miami-Dade County, told The New York Times recently for an article on how to offer cash rewards. His point — one you should make to any customers with an AWOL animal — is that paying out cash rewards is risky. Instead they should partner with their local Crime Stoppers organization, which will already have a protocol in place for such incidents.

Since launching in 2017, PETS+ has won 11 major international journalism awards for its publication and website. Contact PETS+'s editors at editor@petsplusmag.com.

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CANDACE D'AGNOLO

How to Make Tons of Sales With Facebook Live

Catch the replay of this PETS+ Live! Lunch & Learn webinar hosted by Candace D’Agnolo of Pet Boss Nation. This episode featured Candace expanding on her May PETS+ column “How Pet Businesses Can Profit From Facebook Live.”

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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.

Video: Digital Ads Need to Do One Thing and One Thing Only
Jim Ackerman

Video: Digital Ads Need to Do One Thing and One Thing Only

Video: More Ways to Make the ‘More Is More’ Principle Work for You in Advertising
Jim Ackerman

Video: More Ways to Make the ‘More Is More’ Principle Work for You in Advertising

Video: Long Ads Generate More Sales
Jim Ackerman

Video: Long Ads Generate More Sales

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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Tip Sheet

A New Store Every 3 Months? Here’s How — And 8 Other Tips

Don’t miss: a really easy way to power up sales.

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INSPIRATIONBe an Idea Machine

Write down 10 ideas a day. “Do it for six straight months and see what happens. It actually turns into a super power,” says serial entrepreneur and author James Altucher. To collect his ideas, Altucher buys 1,000 waiter’s pads at a time from restaurant supplies websites (10 cents a pad). “They’re great for meetings because I have to keep concise lists, and they’re always good conversation starters.”

BRAINSTORMINGThe Power of OneNot making any headway with your brainstorming sessions? Go it alone, writes Seth Godin in Free Prize Inside, citing a study that found a team of four people, each brainstorming alone, came up with twice as many ideas as when they tried it together. Best approach? Assign team members to brainstorm alone, then bring everybody together to share — and critique — the ideas generated.

MERCHANDISINGA New Store, Every 3 MonthsIf a customer enters Urban Pooch Canine Life Center in Chicago, IL, after a three-month absence, he finds a completely new store. How? Owner Ed Kaczmarek told a panel at Global Pet Expo that he rearranges the floor every three months, “so customers have to re-experience it.” They also have to ask where items are, which encourages interaction with staff that can lead to more sales.

MESSAGINGYour Bud: RepetitionThere’s a reason infomercials drag on forever: our human weakness for pattern recognition. We’re programmed to think that something we’ve heard repeatedly is more important than something we’ve heard only once. Yet, as a blog at Entrepreneur.com points out, many business owners believe that if someone doesn’t immediately latch onto an idea when it’s said the first time, a different way needs to be found to say it. “If you have a well-honed idea, and you’re simply trying to market it better, get comfortable saying the same thing multiple times,” writes Martin Zwilling. Trust, care, professionalism. There aren’t too many messages you should stray from when it comes to marketing pet services.

SALESNo More Stone FaceNegotiating tip from Selling Power magazine: Forget the stone face. When a customer balks at your price or asks for a discount, go ahead and cringe. The flinch will put your opposition on the defensive and force him or her to try to justify the request or offer a concession. Don’t appear terrified, merely surprised.

EVENTSSell The SizzleA bank in Seattle, WA, lets prospects know about its “hot” loan rates and friendly service by holding a Friday barbecue in the parking lot. The manager cooks the hot dogs and hamburgers, folks come by to talk and eat, and all receive info on the bank’s services. Perhaps you might let your customers know about your “hot” summer deals in a similar manner?

ARITHMETICWhy Didn’t We Learn This in Fifth Grade?If quickly working out percentages, such as a 4 percent discount on a $75 item, trips you up, keep this hack in mind: It’s often easier to flip the sum. So, 75% of $4 — even we got this — is $3! 18% of $50 (50% of $18 = $9), 14% of $300 (300% of $14 = $42) Genius, right?

MARKETINGIn Ads, Paint with Narrow StrokesKeep your advertising focused. Take Coca-Cola, for instance, writes Luke Sullivan in Hey Whipple, Squeeze This. The company owns nearly 80 brands of drinks, but they’ve never run an ad for all of them at once. If you feel you have three important things that you absolutely have to say … well, then just buy three ads.

LEADERSHIPManage the MiddleDon’t concentrate too much on the top 10 percent of your performers. They can take care of themselves, says Susan Lucia Annuncio in Contagious Success. And the bottom 10 percent … they will be gone soon, or at least they should be. Instead, spend most of your time and attention on those in the middle, who are already doing some things right but need more instruction and support.

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