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Brainstorms

This Simple Trick Can Help You Sell Ideas To Your Team More Easily

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HAVE A BOLD NEW IDEA to improve performance at your store? Look for a way to present it as coming from far away. A recent study by management scholar Jennifer Mueller found that when an idea’s presented as originating at a great distance, people picture it in the abstract: They grasp the gist, focus on the end goal, and appreciate the ingenuity. When it’s described as coming from nearby, they zoom in on detailed practicalities and imagine all the potential problems. It’s why employees (and friends) will listen sympathetically to an outside consultant’s ideas or something they found in a book, but if it comes from you … they only see reasons it won’t work.

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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Digital Marketing Is Great, but It Can’t Solve All Your Problems

You’ve probably been hearing experts talk about digital marketing as if it would be a panacea for pet-business owners, says marketing specialist Jim Ackerman. But for most owners, it hasn’t worked out that way. In this video, Ackerman explains why digital advertising should be just one arrow in your marketing quiver.

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Brainstorms

Try to Create Some Retailing Folklore

OK, so you know the story.

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“AND NORDSTROM refunded the cost of a set of tires ….” Yawn. OK, so you know the story. (An Alaska Nordstrom was housed in a former tire store, so the man had, technically, purchased the tires in that location.) What’s important here is not whether it’s a fresh tale or that it’s even true. (Nordstrom insists it is.) What matters is that it’s now part of American retail folklore, a tireless generator of goodwill capital. This year, create your own legend with one outlandish, cost-be-damned act of customer service — trudge through the snow on Christmas Day to hand-deliver a rescue pup to an orphan … It doesn’t have to become standard operating procedure. Be sure the press finds out — second-hand, of course.

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Brainstorms

Pick a Rhyme, Any Rhyme

It increases ‘processing fluency.’

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WE RECENTLY READ a 7,000-word profile in The New Yorker on five-time world snooker champion Ronnie O’Sullivan, whose similarly named father made a small fortune running sex shops in London. “Ron’s the name and porn’s the game,” he would tell anyone he met. That was one of the few details we remember from that long, long story. A recent study from Lafayette College reveals it’s not just us. Rhymes increase “processing fluency.” As a result, people not only remember rhymes better than other clutches of language, but also perceive rhyming statements as both more truthful and more persuasive. “PETS+ is the name, actionable advice is our game …” What could yours be?

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Brainstorms

Swap a Staff Member for a Week

It creates more exposure.

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Consider a temporary staff-exchange with a non-competing store or with a complementary business. (You could also “lend” an employee to a store in a resort area for its high season). Shaking things up nearly always yields benefits, as you and your staff are exposed to new ideas and new ways of doing business.

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