Tried and Trusted Methods – Helping to Get Your Business Back on Track

 

MERA is putting retailers back on track with the “tried and trusted methods” that helped this industry to evolve financially, professionally and successfully. What follows are guidelines that serve as a thorough checklist for your business. Are you on track?

 

OBJECTIVE:  Create a customer “experience” that is positive and refreshed every time they walk into your store. Wow them with your capabilities.

 

  1. Clean up the store

Weekly:

                         a.      Review and update all interactive floor displays

                        b.      Dust all shelves, fixtures, stock,

                         c.      Rebalance inventory on floor to “promote/highlight” a product or service for the upcoming week

                        d.      Stock all literature holders

                         e.      Check all light bulbs and replace low light areas

                          f.      Clean install bays – loose wire, tool boards, parts, “everything has a place/everything in its place.” Loose paperwork.

                         g.      Wash windows

                        h.      Update all signs visible from street

                          i.      Test all display boards to ensure proper function

                          j.      Update web site

Daily:

                         a.      Empty trash

                        b.      Vacuum floor

                         c.      Dust floor inventory

                        d.      Restock all displays

                         e.      Organize counter

                          f.      Sweep entryway outside

                         g.      Wash windows at door – remove fingerprints etc.

  1. Paint the inside of the store
  2. Paint the outside of the store
  3. Maintain landscape around your store – trim bushes, grass, clean sidewalk, etc.
  4. Install new carpet
  5. Build/Buy new sound demo boards

a.       That show and demo portable and integration

b.      Boutique-style working displays in separate areas of the store. (Get away from one big
"car audio" display. Instead have one for nav, one for
iPod/mp3 integration, one for mobile video, etc.)

c.       Ensure demo boards you have are stocked (no holes) and functioning properly

d.      Confirm that your displays support the upcoming trends identified in the latest industry forecast.

  1. Send out regularly a direct mail communication
  2. Send out regular “email” updates to your customers (Start by making sure you have valid email addresses for all your customers).
  3. Participate in any and all of the following

a.       Boat shows

b.      Car shows

c.       Home shows

d.      Lifestyle events

e.       State or county fairs

f.        Special traveling sales that visit your market

g.       High school sporting events (half-time or other promotion)

  1. Place advertising or flyers into high school newspapers
  2. Create spiff programs for your sales team
  3. Sales people

a.       Create a team effort on the floor

b.      Get rid of salespeople who can’t be excited about products they sell

c.       Make sure that sales people know more than customers

d.      Train sales staff to show every customer all of the latest technology, the latest connectivity and your custom installation pictures

e.       Get sales people to use customers’ first names

  1. Create demo vehicles

a.       Demonstrate connectivity and integration

b.      Demonstrate portable music storage devices (e.g., iPods)

c.       Installation creativity

d.      Demonstrate upgrades to factory systems

e.       Show and demo navigation

f.        Show and demo hands-free cell phone connectivity

g.       Demonstrate satellite radio

h.      Demonstrate “high-profit” accessories

i.        Demonstrate installation expertise – through running a computer loop of photos or video on the counter or another high-profile area of store?

  1. Have regular scheduled meetings

a.    Staff meetings (in which you review and track the three to five “vital measurables” for your business) 

a.       Sales meetings

b.      Installation meetings

c.       Planning meetings (promotional ideas, sales goals)

d.      Regularly scheduled “trainings” (Review the basics; they are too often overlooked.)

  1. Participation in industry associations

a.       Network with fellow retailers

b.      Be informed of the latest trends in the industry and your local economy

c.       Read the Industry Forecast (compiled by MERA)

  1. Customer service

a.       Create exemplary customer service standards

b.      Do what is not expected

c.       Create store culture that will bring customers back

                                     a.      More convenient hours

                                    b.      Rides to work

                                     c.      Wash car before delivery

                                    d.      Vacuum out the vehicle

  1. Make sure in-store signage is neat, clean and descriptive. Avoid the "forest of signs." Limit signage and posters to a few.
  2.  Control your expenses. Check periodically for better rates.

a.       Insurance

b.      Utility costs

c.       Building maintenance

d.      Energy-saving lighting

e.       Supplies – make sure these are tracked

f.        Clearly identify fixed (insurance, utilities, rent) versus variable (supplies, travel, meals) expenses