Wizard Wisdom

The latest edition:

Dear Scott, The second step in the process of growing your business is to do an uncovery. Why? "Applying experience to solve problems starts with learning everything you can about the problem." - Jim Champy It is only after uncovery should you begin working on strategy. In this issue: 5 Ways to Attract People to Your Store and Increase Sales... The Extraordinary People Myth Previous issue, just in case you missed it: China - A case Study in Success, Sacrifice & Core Values How Strong is Your Brand? Wizard Terms - Impact Quotient 5 Ways to Attract People to Your Store and Increase Sales... Without using radio, television or newspaper. by David Young & Craig Arthur Before you tip money into mass media advertising, make sure you optimize the below five areas of your business. 1. Location. The dynamics of a town are always changing. What was once a thriving hub can now be hang out for tumble weeds. Are you located where the people are? If not, move. Pull money from your ad budget and put it into higher rent at a better location. 2. Signage. Good signage is the second best advertising investment you can make. 3. Store Layout. Make it easy for people to buy. Study how people shop in your store. Become an amateur anthropologist and see if you can arrange things to make it faster and more enjoyable for your customers. Confusion costs you sales. 4. Website. If you have multiple stores in town, give customers a tool on your web site to help them find the closest one. Put an internal store map on your website. And make sure you update it as you update your physical store. 5. Staff. Train your sales staff to be intuitive about the customers who walk through your door. • Some customers want to talk, some don't • Some customers want your advice, some don't • Some customers only want the lowest price, some don't • Some customers want to get in and out quickly, some don't • Some customers want technical information, some don't • Some customers... (you get the idea) Average salespeople only sell to people like themselves. Great salespeople adapt to the customer. In upcoming articles we will look deeper into these 5 areas of your business. Need help now? The Extraordinary People Myth A Monday Morning Memo by Roy H. Williams Excerpt: Properly enforced systems, methods, policies and procedures allow a company to get exceptional actions from ordinary people. If your business requires you to attract and retain extraordinary people, you’ve got a dangerous business model. And then there’s the Exceptional Service Myth: “Good service leads to customer loyalty but it doesn't breed word-of-mouth. Most people assume any plumber can fix the pipes, any electrician can solve the electrical problem and any retail store will accept the return of a defective item with a smile. We take competence for granted. We tell their boss when an employee has delighted us. That’s how we reward the employee. We tell our friends when a company has disappointed us. That’s how we protect our friends. Most people feel they’ve settled the service debt when they praise the employee to their boss. But they hesitate to tell their friends because they can’t be certain their friends will encounter the same employee.” Read the entire article... The Extraordinary People Myth. A Closing Thought. When staff come to you with the usual complaints about why they can't do a job, tell them this... "Don't give me reasons why you can't do it. Tell me how you will do it." - Pennie Williams See you next week. Craig Arthur Wizard of Ads PS. Need help to attract more customers and grow your business? Australia Call (07) 4728 4866 or send an email. North America Call 308-254-2732 or send an email. Call 440-610-9746 or send an email We will never try and sell you. You may punch us in the arm really, really hard if we do. Call or email to book a FREE alignment meeting. No obligation. No pressure. It is at this meeting we both decide if there is a fit between our 2 companies. It is only then can we explore your options. We will never try to sell you. Call (07) 4728 4866.

Wizard Partners Australia. Call Us: (07) 4728 4866

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