Nov. 25/Dec. 2, 2019: Volume 35, Issue 11 By Lisbeth Calandrino I have been a supporter of the independent retailer for more than 20 years. However, I’m afraid some of you have fallen behind or given up. You want more customers, but you’re not willing to do what it takes to attract them; or you hire someone who has no idea how to market or how our industry works. There are times when you...
Read MoreOctober 28/November 4, 2019: Volume 35, Issue 9 By Lisbeth Calandrino In the world of retail, salespeople and owners live and die by leads. These leads may come through sophisticated electronic marketing systems, or they may come to a flooring store by more traditional means such as word of mouth. In either case, the objective is to jump on them before they get stale. I understand that managing and following up on leads can...
Read MoreOctober 14/21, 2019: Volume 35/Issue 8 By Lisbeth Calandrino Do you ever wonder how stores that are so much alike can stay in business? (I’m talking about home centers in particular.) Think about it; they have the same problems you have: distinguishing themselves from the competition. Not only are they the same size, but they carry very similar products as their competitors. I bring this up because businesses are always struggling with developing a...
Read MoreSeptember 2/9, 2019: Volume 35, Issue 6 By Lisbeth Calandrino We’ve all felt like a pushover at some point in our lives. We let someone talk us into something that wasn’t for our own good. In fact, we knew we shouldn’t have done it, but we did it anyway. Whether you’re interacting with a customer, negotiating with a vendor, managing an employee or making your case to a business partner, you need to learn...
Read MoreAugust 19/26, 2019: Volume 35, Issue 5 By Lisbeth Calandrino Even seasoned professionals get dismissed by customers who use certain statements to put them off. Rather than challenge the customer, many often give up. This is the point where true salespeople shine. Rather than being thrown off by common consumer objections, creative RSAs seize the opportunity. To be successful, however, you need to be prepared. You must also believe in yourself, your products and...
Read MoreAugust 5/12, 2019: Volume 35, Issue 4 By Lisbeth Calandrino Social media is like any other advertising medium—it requires thought and may seem overwhelming at first. It really isn’t difficult but starts with a basic understanding of your business and what you’re trying to achieve. If getting more customers and making more money is what you’re after, social media is the medium. It’s today’s marketing tool and can help you achieve what you’re after....
Read MoreJune 10/17, 2019: Volume 34, Issue 26 By Lisbeth Calandrino Everyone talks about the customer experience, but few know what it actually is. It goes way beyond reciting a pleasant greeting when a consumer calls or offering assistance when she ultimately enters your store. Customer service today is essentially about delivering a memorable experience for the consumer throughout the entire purchasing process. Why is this so important? According to a study published by the...
Read MoreMay 27/June 3, 2019: Volume 34, Issue 25 By Lisbeth Calandrino I recently returned from the TISE 2020 educational planning meeting in Irving, Texas. This is the third year I’ve been chosen to be on the committee. It’s interesting to find out what the attendees think of the prior education tracks and what seminars they would like to see moving forward. This information helps us determine the types of seminars to present in 2020....
Read MoreApril 15/22, 2019: Volume 34, Issue 23 By Lisbeth Calandrino A flooring retailer recently told me she couldn’t understand why customers weren’t coming to her store. “Don’t they know I have the best prices, and that I’ve been here 20 years?” she asked. “We only get the cheap customers.” The movie, “Field of Dreams” memorialized the saying, “Build it and they will come.” That was nothing more than a line in a movie, but...
Read MoreFebruary 4/11, 2019: Volume 34, Issue 18 By Lisbeth Calandrino Surfaces is a great time to catch up with friends and customers. It makes me aware of how important people are in my life even if I only see them once a year. Thank goodness for social media. This year I decided I would take away information from Surfaces that will be useful until next year. That means new people, new products and new...
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