Why Do I Always Wait In Line? Lessons From Starbucks

Another day, another airport.  I am getting ready to board a flight to Pennsylvania and I just have to get my caffeine fix. So Do I go to the nearest generic airport coffee stand? No, I go to the nearest Starbucks.  It never fails the lines are long and people are willing to wait for this overpriced caffeinated concoctions. As I wait in line I wonder why Starbucks has done so well in creating such a loyal following. Below is how I think they have done it.  While you are reading this...think about your business and how you can apply some of these principles to your daily practices.

1. Polite Greeting
2. Consistent Product Quality
3. They are Staffed Properly at All Times
4. Clean Locations
5. All Employees / Baristas are Dressed Consistently

Although you may think that you already do the above things well. Ask yourself if EVERYONE in your company does them well.  Once that happens you can become more like Starbucks

Happy Selling

Land

Cars and Cabinets...First Impressions are Everything

The big day has come..you have finally saved enough money and you are going to buy a brand new car.  You are very excited to start looking at all the new models and trends.  You go to the most recognized car dealer in the area and start to look around at the cars.  You notice right away that many of the cars are older models.  The cars are dusty and some of them even have dents and dings in them.  How would you feel about that car dealer?  Probably not very confident. If they cannot keep their cars clean, how is their service?

Now think about the person coming into a cabinet showroom...

In the past several weeks I have been in at least 10 showrooms and am amazed to see the following:

• Displays are dusty
• Displays are outdated
• Hardware broken
• Little or inaccurate signage

In a recent study of 1373 homeowners. They identified the showroom tour as the number one activity in helping them make their buying decision.  So what does it say when your displays have many of the problems I have identified above?

Below are 4 things you can do to make sure your displays are looking good.

1. Dust Your Displays Daily...Yes, that's right.  Assign everyone who works in the showroom a day of the week and have them dust the displays every morning.
2. Make Sure Displays are Signed Properly...Brand, Wood Species, Color and maybe even price should be easily located.  Also, make sure that the appropriate brochures are on each display.  I have seen my competitors brochures on my displays.
3. Make Your Displays Interactive...Every wonder why shoppers open and close the drawers?  It's because they are wanting to interact with the displays.  Don't use displays for storage. Load them with items a homeowner would. Pots, Pans, Canned Goods and cleaning supplies.  Makes the displays look more real.
4. Keep Displays Up-To-Date...I know this costs money but, it is really embarrassing when someone asks about a display and you tell them that they cannot get it because it's discontinued.  Have a plan in place to replace displays as needed to keep you showroom fresh.
5. Bonus Tip....Use Graphics to Compliment Your Existing Displays...Surround displays with attractive images of kitchens you have recently completed.  Hang them on the wall...Put them in a frame and put them on the counters.  This will build credibility and will engage the client.

Executing the 4 steps (plus the bonus tip) and making them a habit will help your showroom stand out from your competition...So grab a feather duster and get to work.

Land

Leader--The Unexpected Role of the SALES PROFESSIONAL

In this time of economic hardship I am consistently surprised when sales people walk into a clients office and ask "how's business?"  When they know darn good and well that their business is suffering. Instead of piling on the misery with your stories of woe. Why not try a different approach....Leadership! Yeah that's right a sales person today needs to be a Leader as well as a product expert. Below are a few things you can do to be an effective Leader with your clients

1. Bring a New Idea or Business Concept...
Many people in your business have been exposed to many of the same ideas in your industry so you need to bring different ideas from other areas.  You can get ideas from networking groups, great magazines like Fast Company and reading books.  Most people are too busy to find new ideas. If you begin to bring them new ideas your credibility will grow and possibly motivate them to take action.

2.  Be a transition figure...
A transition figure is a person who stops the transmission of negative behaviors to others.  Many times we are a conduit of information and almost enjoy talking about the negative things that are going on.  When you customer wants to talk about how slow business is, it's ok to listen but, then quickly shift the conversation to what you and they can do to help grow the business.

3. Identify what their business goals / dreams are...
By understanding what they really want to accomplish you can tailor you research and efforts towards helping them reach their goals. This will give your visits much more meaning and lead to much more positive behaviors. Also, doing this will help you understand that all clients have different goals and your approach should be slightly different with each.

4. Don't Be a Drag...
Nobody like to hang around a person who is a downer.  Make sure you don't let your personal struggles get in the way of how you communicate with your customers.  As the great Zig Ziglar said "You need a check up from the neck up"...

If you apply these 4 steps to your sales calls not only will your call be more effective but, they may also help your relationships with your clients

Happy Selling