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Let Other Businesses Advertise in Your Store, Take a Shower, and 6 Other Business-Building Tips

Learn how even businesses tied to massive multinational companies can innovate and serve their local clientele.

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SERVICE

Beat Your Rivals with Surprising Service

McDonald’s? Creating memorable customer service experiences? That’s right. Ken Blanchard, author of Raving Fans, likes to cite the example of a McDonald’s that puts out tablecloths and candles between 4 and 6 p.m. for its elderly customers, and brings the food to their tables, too. That location significantly outperforms competitors during that time period. One cool thing about this anecdote? It shows how even businesses tied to massive multinational companies can innovate and serve their local clientele. If McDonald’s can do it, you certainly can.  

ADVERTISING

Charge for Monitor Time

A lot of you with video monitors in your store know the value of playing videos produced by manufacturers to provide in-depth information on subjects like nutritional information about pet food. One other use for them? Paid advertisements from complementary businesses. Frank Frattini of The Hungry Puppy in Farmingdale, NJ, actually sells spots on the monitor behind his cash register to select businesses, like a local groomer or boarding facility — only one business from each category, so as not to confuse people. It provides a service to customers and brings in a bit of extra revenue. Win-win.

SERVICE

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Streamline Services, Disney-Style

If you go to Disney World on a slower day versus a busier day, you get a subtly different experience. Rides are generally shorter on the bustling days, with some of the animatronic frills left out in order to serve more customers. A ride that’s 30 seconds shorter can cut wait times and guest frustrations. The lesson? If you can provide every client with over-the-top service, do it. But if you can’t, institute a busy-day procedure that has one or two special touches that will still allow your business to stand out.

STRATEGY

Take a Shower First

Author Norm Brodsky is a businessman who likes to take risks. But after a series of poor decisions bankrupted one of his companies, he made up a series of rules to cut down on poor decisions. One you might consider stealing: Brodsky vowed he would never make an important decision without first taking a shower. It gives him a much-needed “cooling off” period, both literally and figuratively.

MAMANAGEMENT

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Pick an Indicator

Setting goals for this year? Don’t just pluck a dollar figure out of the air and call it your goal. Instead, pick a “forward indicator.” Examples: the number of add-on sales your staff makes, the number of customer profiles you add to your database, the amount of money spent on advertising — anything that past experience shows will lead to increased revenue.

STAFF

Show Your Passions

Here’s a great nametag idea from author Scott Ginsberg — “that guy with the nametag.” He tells of a hotel in Cleveland, home to the Rock & Roll Hall of Fame, in which every staffer wears a tag with his name and the name of his favorite musical artist. In a pet setting, we could easily see staff’s pets’ names on those tags.

DEVELOPMENT

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To Learn, Do

If you’re not doing most of your learning by doing, you’re probably not learning much. So says Peter Sims, author of Little Bets. It’s also the view of most entrepreneurs. Business progress comes from experimenting, taking chances, giving little things a try.

MANAGEMENT

Door as Body Language

An open-door office policy sounds like a great management idea until things get busy. Inc.com cited the case of one manager who found success with a modified open-door policy: An open door means come in. A partially open door means you’re busy, but enter if it’s important. And a closed door means you’re about to explode; enter only if it’s an emergency.

 

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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Tip Sheet

Plan Ahead for Pinterest, Use Those Manufacturer Locators, and More Tips for Your Business

And try to keep your expectations low…

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goals

Use “will-do,” not “to-do” Lists

When making your daily to-do list, don’t pick 20 things you hope to do. You’ll overestimate your capacities. Instead, pick three or four important things, and really commit to doing them, even if you think they’ll take you only a couple of hours, suggests Luciano Passuello at litemind.com. Keeping promises to yourself is exhilarating. And with the extra time, you can pick more items from the master list.

feedback

Keep It Positive by 5 to 1

We all know that employees are more motivated by positive feedback than by negative comments. But we never knew the proper ratio for parceling out praise and punishment — until Tom Rath and Donald Clifton spelled it out in their book, How Full Is Your Bucket? They say the optimum ratio is five positive comments to every negative one. But don’t overdo it: Increasing the ratio to 13 positive comments to every negative one does more harm than good.

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customer service

Teaching Treat

At Just Fur Pets in Springfield, VA, patrons of a DIY dog bath are treated to treats for their pups, along with a teaching moment. “We offer them a complimentary treat and explain that treating in-store —and not waiting until they get home — helps their dog learn that coming here for a bath is a good experience; they often buy a bag of treats or a bone to take home,” says owner Marcia E. Cram.

creative response dept.

Humor Me

One of the constant challenges of being a small-business owner is how to respond to bad customer behavior. In the face of senseless vandalism, humor is often best, a la the manager at Bonez restaurant in Crested Butte, CO, who, upon finding a hole punched in the bathroom wall, placed an explanatory card next to the hole, as if it were a piece of art in a museum.

expectations 2019?

Don’t Expect So Much

The problem with high expectations is they often result in future disappointment. Meanwhile, low ones tend to make you glum in the present given there’s not much to look forward to. The answer? Stop expecting, says author Jason Fried. “I used to set up expectations in my head all day long. But constantly measuring reality against an imagined reality is taxing and tiring, [and] often wrings the joy out of experiencing something for what it is.” Expectations also keep you living in the future and deflated when events don’t measure up — even if what does happen is actually pretty good. In 2019, don’t expect … so much.

social media

Plan Ahead for Pinterest

Something most people forget about Pinterest is that it 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 for fashion and style information.

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marketing

Locators, Locators, Locators

Reaching new customers is a constant struggle, and marketing is expensive. In response to this, EyeStyles Optical and Boutique, an independent eyewear retailer in Oakdale, MN, targets vendors that drive traffic through store locators. “The more store locators you can be found on, the better your ability to reach your customer,” owner Nikki Griffin says.

addiction

Go Gray

Worried your relationship with your phone is less than healthy? Switch your display from color to grayscale, recommends Catherine Price in her book How to Break up with Your Phone. (It’s hidden five levels deep on the iPhone: Settings > General > Accessibility > Display Accommodations > Color Filters.) Instantly, your phone is vastly duller. Try it for a day.

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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.

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Tip Sheet

8 Tips to Help You Do Better Business – And Be a Better Person

We give you the secret for getting a finicky cat to eat.

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CAT FOOD

Sneaky Feeding

Is a customer having trouble transitioning her cat to raw food? Tracey Rentcome of Bones2Go in Houston, TX, shares this advice: “Be as sneaky as they are. ‘Accidentally’ drop a little on the floor by their dish.” For customers who also have a dog, she suggests dropping the raw cat food by the dog’s dish. “Cats love to steal from dogs.”

POSTURE

2-Second Fix

Your parents were right: Stop slouching. “If you take on a collapsed position, it really shifts the physiology,” Erik Peper, a professor of health education at San Francisco State University, told Bloomberg, adding that tests have shown that slouchers’ testosterone levels go down, cortisol levels go up, and they have more helpless thoughts. Luckily, the opposite happens when you sit up, stretch or even better, skip on the spot for just 10 seconds. People can’t sit or stand at attention all day, though, so pick your battles, says Peper.

On their sidewalk chalkboard, Green Spot offers a free treat for any pet whose name is featured that day.

PROMOTIONS

Feeling Lucky?

The Green Spot in Omaha, NE, has a cool promo we just had to share. On a chalkboard sandwich sign (and, of course, on social media channels), The Green Spot folks have a daily offer of a free treat for any pet whose name is featured that day. It keeps folks checking back and gives them a reason to pop in, if they happen to be one of the lucky ones.

INNOVATION

Failure Wall

If risk-taking, innovation and transparency are habits you want to promote in your business, you may want to consider a “failure wall” — a flat space preferably in your back room where you and staff can share your “growth lessons” with each other. “Something magical happens to failure when it’s openly acknowledged,” writes business author Jeff Stibel in a column for Bizjournals.com. “Paradoxically, it becomes less of a big deal. The idea of failure is often the elephant in the room that no one wants to mention.”

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STAFF

Write at the End of a Day

Is your staff is showing signs of stress? Ask them to do this simple act: Spend 10 minutes at the end of the day writing about three things (work related or personal) that went well that day. According to a report in the Harvard Business Review, a University of Florida study found that such a gratitude exercise lowered stress levels and physical complaints by roughly 1percent.

SELF WORTH

Cross It Off

If you use a to-do list to guide your task choices through the week, leave your “done” items at the top as you knock them off, suggests productivity website Lifehacker. The feeling of accomplishment will help you get through other items over the course of the week.

ONLINE

This Email Will Self-Destruct

Ever wanted an email address that you could discard like a pair of disposable chopsticks? 10 Minute Mail (10minutemail.com) is for you. The service sets you up with a self-destructing email address that expires in — yep — 10 minutes. Your temporary inbox works just like regular email, allowing you to forward and respond to messages, and you can add extra time if 10 minutes isn’t quite long enough. Whitepaper downloaded, anonymous comment posted, whatever — once you’re done, pull the pin and walk away.

HYGIENE

Oral Exam

Need a break from the sales floor? Take a dental hygiene break (brush gently, floss, rinse): “It can do wonders for your mood,” says online business publication, Quartz.

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