Want Success? Partial Obedience Is Not Obedience

window display

COZY CARLISLE: Someone is either a smoker or a non-smoker, there’s no in-between. The trick is to find out which one you are and be that.

MIKE CHURCH: Well, you know, I’m trying to quit.

COZY CARLISLE: Don’t tell me you’re trying to quit. People who’re trying to quit are basically pussies who cannot commit. Find out which one you are. Be that. That’s it. If you’re a non-smoker, you’ll know. – from Dead Again, Paramount Pictures

IF YOU ARE SERIOUS ABOUT attracting more customers to your store, you must pay daily attention to the presentation of your shop front. This is the first point of contact that your potential customers have with your store. Remember, you have just seconds to make a favourable impression. If you don’t think this task is important, ask yourself how much one extra customer is worth to your business. We are going to talk at length about how to create attractive and profitable window displays in future editions. For now, begin with the following:

Step one.

– Make sure the area in front of your store is swept clean.

– Window frames are polished.

– Awnings and verandahs are clean.

– Graffiti and any other dirt is completely removed

– Glass is crystal clean outside and inside.

– Lights are all working and focused correctly.

– Dust, flies, moths are removed.

– Displays are straight.

– Merchandise is in accordance with current promotions

– Signage is correct and in pristine condition, i.e. not faded, bent, torn etc.

Step two.

Repeat this process a minimum of three times each day. Remember, partial obedience is not obedience. This whole process should only take a few minutes and arguing that you don’t have the time won’t cut it. Now think about a way to guarantee that this happens. My favourite system is to draw up a daily checklist specifically for this task. Create spaces for three checks during every day and include a space for the person doing the check to initial.

Step three.

– Train your staff to understand why this needs to be done, what exactly are your standards and how to meet them. Next, decide who is responsible for this task.

– Will you leave it to a single staff member or will you rotate the role?

– How will you account for absences, roster changes, illness, holidays?

– Determine how you will you ensure that this task is completed three times every day?

Ultimately, as the owner/manager it is your responsibility to know what is going on in your store(s). I recommend that you complete at least the first check of the day. Continue to do this until you are totally confident that your system is working flawlessly.

Leon Skaliotis

Leon Skaliotis is Founder and Principal Advisor of Retail Fundamentals. With over 30 years experience in specialty retail, hospitality, financial, franchising and advertising industries services, Leon has gathered, learned and distilled the best ideas, practice, systems, techniques, strategies and success principles that have made average businesses great, and struggling business owners realize good health, wealth and prosperity.
Together with his own knowledge and experience, Leon can draw on the expertise of many partners, (each an expert in their own field), to consult business owners and advise on ways to grow revenue through building, analysing, and improving customer experience programs, supplier relationships, financial advice, exit strategies, staff acquisition and retention, and internal and external marketing strategies.

Leon Skaliotis
M: 0425 833 344
E: leon@retailfundamentals.com.au

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One thought on “Want Success? Partial Obedience Is Not Obedience

  1. Veronica

    Organization and impression in a business are both extremely important aspects. I will go into a store I’m not interested in strictly based on their outside appearance, and overall store appearance. It makes me want to shop in that store, even if I have no need to be in there. Having an organized staff is also extremely important. I have walked out of many stores after seeing how unorganized the employees are. It gets annoying, and no consumer wants to deal with it. Great post.