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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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JIM ACKERMAN

How to Make Your Advertising More Effective Over Time

Pet-business owners use lots of different methods for marketing and advertising, from direct mail to social media. But they often miss a crucial step, says marketing specialist Jim Ackerman. Very few businesses properly test and track their efforts. Jim explains that carefully monitoring your ads, and adjusting them accordingly, can dramatically improve your results.

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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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Tip Sheet

Give the Bad News First, Distribute Swag, Spill Your Coffee During an Interview and 5 More Ingenious Tips

And throw a party!

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TESTIMONIALS

Throw a Party

What month was your business born? Throw a birthday party, and ask your customers to bring “gifts” of testimonials that you can use in your marketing. Including such third-party recommendations on your website and in your ads is one of the best ways to convince others that your store is, indeed, the best place to shop, says Entrepreneur magazine’s Idea Site for Business.

AMIABILITYSmile Right

A smile originates in two places — the mouth and the eyes, says Paul Timm in “50 Powerful Ideas You Can Use to Keep Your Customers.” Give your customers a mouth-only version, and it looks like your smile was pasted on. It’s like saying “Cheese!” for a photographer. But your eyes are the true window to your soul. If you can’t muster a convincing smile, practice in front of a mirror until you get it right.

EMPLOYEESDistribute Swag

Next time you return from a trade show, give all your freebies and product samples away to staff members … with one caveat: They have to review the new products. “This shows that you value their opinion,” says Shawna Schuh, president of Women in the Pet Industry Newtork. It’s a win all around: “They get free products, and they also become experts featured at the store.”

INTERVIEWSTime for Oops!

A good job interview idea from Selling Power magazine is to have a little accident. Tip over a trashcan or spill a cup of coffee on your desk. If the job candidate immediately leaps up to help … well, then they have cleared another hurdle in the interview process.

CREATIVITYOn a Roll? Take a Break Anyway

According to a Columbia University study, the key to taking breaks — meaning to maximize their impact on your creative thinking and to ensure you stay refreshed — is to stop even when you don’t feel like it. “Participants who didn’t step away from a task at regular intervals were more likely to write ‘new’ ideas that were very similar to the last one they had written,” the authors explained in Harvard Business Review. So, “if you’re hesitant to break away because you feel that you’re on a roll, be mindful that it might be a false impression.” The “break” in each case merely involved switching tasks. A change, it seems, really is as good as a rest — so long as you do it on schedule.

MARKETINGUse Sign Language

When you go to a trade show, you ask your vendors what’s new, right? Of course you do. Merchandising consultant Larry B. Johnson says the best way to draw customer interest from regular clients is to put a whiteboard on an easel (total cost: $79) just inside your door with all of your new products written on it.

MANAGEMENTYes, They Want The Bad News First

When you’re delivering good news and bad news to employees, always give the bad news first, says Daniel Pink, author of When: The Scientific Secrets of Perfect Timing. Pink acknowledges that many bosses hope to cushion the bad stuff to come. “But that is wrong,” he explained to The Washington Post. “If you ask people what they prefer, four out of five prefer getting the bad news first. The reason has to do with endings. We prefer endings that go up, that have a rising sequence rather than a declining sequence.”

RECRUITINGAdjust Your Expectations

The strong economy, heightened competition for good employees, and societal changes mean the guidelines you used to hire may not be as useful as they once were, says Kate Peterson of consultancy Performance Concepts. “Employment history can’t be interpreted the way it used to be,” she says, noting that workers are much less likely to hold jobs for long periods of time. “Stop tossing applications because the candidate has had five jobs in the past 10 years. It’s the way of the world today.”

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