By Tony DeMasi, editor
so April’s business wasn’t the best because Easter
was so early this year. But it’s gone, so let those
feelings go. Mother’s Day is this month, along
with the start of the graduation and vacation seasons.
Perk up! If you’re down, or heading that way, chances are your staff is
too.
Don’t curb your staff’s enthusiasm. It will lead to terrible results all the
way around. Remember, your attitude is the store’s attitude.
Now’s a great time to start new training sessions for your staff. Vendors
are ready to help. If a line isn’t moving as you expected, it’s possible that you
need a few pointers on how to sell it, display it, etc. Contact the vendor for
that help. In fact, contact all of your vendors and ask about selling assistance.
Ask about special deals, too. If business isn’t at its best for you, it’s the same
way for your vendors. I’ve come across many vendors offering very impressive
promotions. They include dating, free shipping, free merchandise, co-op
advertising and fixtures offset with merchandise purchases. You’ll be thrilled
over how much is available to you just for asking.
While you’re in an asking mode, ask employees about their jobs. Be open
to constructive criticism. Also, ask them if there is another job in the company
they would like to have, or at least try. You might have a wonderful visual
merchandise person on staff and not know it. Just because you hired someone
to be a salesperson or stock room person doesn’t mean that individual
can’t do other things. If a usually good employee starts to behave indifferently,
it may be due to boredom. Boredom can lead to anger, and anger can lead
to unfortunate situations. Approach the person and situation with an open
mind and positive attitude — even if it hurts inside. Give him or her new
responsibilities, along with encouragement and appreciation.
Compliments can do wonders, too. It’s possible you’ve been taking the
staff for granted, and as such have become on the low end of giving compliments.
Take care of that matter now. I’m not saying that you should walk
around the store like a happy-go-lucky and compliment everyone about everything.
That would instantly question your sincerity — and perhaps sanity.
But, make it a point to occasionally walk through the store and say a kind
word to every employee. It could be about the job, the other person’s family,
something being worn, etc. You can show appreciation by showing interest
in the person beyond the scope of being an employee. It’s simple and doesn’t
cost anything. Plus, the rewards could be great. Sounds simple I know, but
offering sincere compliments is another effective route to making great connections.
How do you feel when you receive a sincere compliment? Do you
get too many compliments? Like chocolate or your favorite treat, you can
never get enough.
Sadly, it’s rare for most people to receive even one sincere compliment.
When a compliment does come their way, it often catches them off guard,
grabs their attention and leaves a positive and memorable impression. It
helps them feel more comfortable with their surroundings and most importantly
— with you.
One of the safest things to compliment and one of
the best ways to make someone feel special in any situation
is to compliment someone’s knowledge.
That may mean saying, “That's a great question.”
Not only does it make the person feel that they were
heard, they feel a little smarter and it encourages
them to continue to ask questions.
Another form of this compliment: “You've obviously
done your homework.” This compliment may
even diminish their need to continue shopping
around.
We can’t explain it but people are and always will
be drawn to positive people. Let me leave you with a
challenge. I challenge you to give out 10 sincere compliments
today. If people look at you as if you might
be ill, take that as a hint that you should be giving
out more compliments.
The results will be quite rewarding for both of you.
I know of many situations where great employees
either walked out or were let go due to frustration.
Please don’t let it happen to you.
The spring and summer show season officially
starts this month, with kickoff being The National
Stationery Show in NYC, then comes the June
through August onslaught. Map out your travel
schedule, buying plans and budget now. Some airlines
and hotels may have package deals that can save
you a sizeable sum if you act early. Most market centers
and trade show producers have travel packages,
too. If you’re sure about a show, contact the producer
and inquire about money-saving offers. If New
York City is on your agenda, remember that 225 5th
Ave. is no more. The New York Gift Mart is now at
7 W. 34th Street, (34th and 5th Avenue) next to the
Empire State Building. It’s a beautiful facility. The
New York Merchandise Mart (41 Madison Avenue —
26th Street and Madison Ave.) is still fully operating
too, and always worth a visit.
My summer is going to be packed with trade
shows and events. I’m planning on doing seminars at
the Chicago Gift Show in July, the Dallas Market
Center in June, at the L.A. Mart and the California
Gift Show — both in Los Angeles — in July, the
Miami Gift Show in August, the Orlando Gift Show
in August and the New York Gift Show in August.
More details will follow. Hopefully you will attend at
least one of my seminars and we can meet. I’m always
open for discussion and new ideas.
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