Jeweller - July, Edition I 2020
» Talking stock: Simple strategies to maximise profits on your product » Fine resilience: First instalment of the 2020 State of the Industry Report » History lesson: Evolution of jewellery chain stores over the past decade
» Talking stock: Simple strategies to maximise profits on your product
» Fine resilience: First instalment of the 2020 State of the Industry Report
» History lesson: Evolution of jewellery chain stores over the past decade
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FOCUS<br />
POINTS<br />
Put your<br />
customers<br />
first<br />
Invest in<br />
service and<br />
retention to<br />
improve sales<br />
Think<br />
like your<br />
customer<br />
Focus your<br />
marketing on<br />
solving your<br />
customers’<br />
problem and<br />
Align<br />
sales and<br />
marketing<br />
Make all teams<br />
aware of your<br />
strategy<br />
teacher in the world at whatever it is that<br />
you do.”<br />
To quickly attract the right customers, retailers<br />
have to build trust by sharing ideas.<br />
Blind Spot 3: The ‘real’ finish line<br />
Imagine, for a moment, that a store attracts<br />
all the right customers and makes the sales.<br />
Is that thefinish line? Did the store “win<br />
the race”?<br />
Making sales is only the first step.<br />
If a customer leaves with a purchase that<br />
wasn’t exactly what they wanted, they’ll blame<br />
the store.<br />
These disgruntled customers can become<br />
toxic clients who can suck the life out of any<br />
business. What this means is that all retailers<br />
must focus on ensuring their sales teams can<br />
deliver results.<br />
In an interview with John Jantsch on the<br />
Grow My Revenue business podcast, Jantsch<br />
discussed the importance of recognising that<br />
a sale is not complete until the client achieves<br />
the results they were expecting.<br />
Imagine how a customer would react if<br />
sales staff asked them what it would take<br />
for them to feel their visit was a success rather<br />
than whether or not they’re going to buy<br />
the product.<br />
Blind Spot 4: Lack of alignment<br />
Even the most skilled companies can overlook<br />
the fourth blind spot: when one functional<br />
department decides to impact how a store does<br />
business and the other departments struggle to<br />
get on board.<br />
For example, marketing aims to attract the<br />
‘right’ type of customer to the business but<br />
then the sales team focuses only upon the sale.<br />
In another scenario, perhaps marketing and<br />
sales both do well but the back office lacks<br />
a plan to ensure customer success. Without<br />
proper buy-in and alignment, companies can<br />
struggle for years despite good intentions.<br />
Retailers that can align all of these areas<br />
will achieve dramatic results and those who<br />
know the blind spots can avoid some of the<br />
roadblocks to growing their businesses.<br />
IAN ALTMAN is the CEO of Grow My<br />
Revenue and an advisor and speaker<br />
on sales and business development.<br />
Visit: growmyrevenue.com<br />
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