LisBiz Strategies: Who is driving your 'be back' bus?

August 26, 2015 | Comments Off on LisBiz Strategies: Who is driving your 'be back' bus?

Aug. 17/24; Volume 30/Number 5 By Lisbeth Calandrino How many times have you told yourself, “I know they’ll be back,” after potential customers leave your store? If you are a good salesperson, you probably spend time educating the customer, explain why your store is the right fit for her and are as charming as you can be. The next thing you know, she is heading out the door saying, “I’ll be back.” But what you’ve really...

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LisBiz Strategies: Email marketing still works

August 13, 2015 | Comments Off on LisBiz Strategies: Email marketing still works

Aug. 3/10; Volume 30/Number 4 By Lisbeth Calandrino Some would have you believe that email marketing is dead and has been replaced by social media, but this is not so. According to McKinsey & Co., an American management and consulting firm, email marketing is 40 times more efficient than Facebook and Twitter combined. The real problem seems to be obtaining customers’ email addresses. Instead of just asking for their email addresses, explain that you will be...

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LisBiz Strategies: You’re going to need a bigger closet

June 12, 2015 | Comments Off on LisBiz Strategies: You’re going to need a bigger closet

June 8/15, 2015; Volume 30/Number 1 By Lisbeth Calandrino The headline for this column refers to the tagline of DSW, the high-end discount/off-price shoe store. In the last few years, several well known discount stores have disappeared, but it appears this market is starting to grow again, this time with different players as Macy’s and Kohl’s are both testing new venues. Why have an off-price store? “For brands, the discount segment represents a huge revenue...

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LisBiz Strategies: The changing of the guard

May 29, 2015 | Comments Off on LisBiz Strategies: The changing of the guard

April 13/20, 2015; Volume 29/Number 1 By Lisbeth Calandrino Retailers have asked what to do when customers come into their businesses and only want to speak with the owner. As I sit down to write, “The Apprentice” is on television and Donald Trump is introducing his family. No one apologizes for their ages or interferes with their ideas. But in the real world, customers seem to always want to speak with “the Donald.” Retailers spend...

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LisBiz Strategies: Coverings can help you step out of the box

May 29, 2015 | Comments Off on LisBiz Strategies: Coverings can help you step out of the box

April 27/May 4, 2015; Volume 29/Number 2 By Lisbeth Calandrino If you’ve come to know me over the years, you know I come from the “soft side” of the industry. When I was in the flooring and furniture business years ago, tile and difficult surface installers were hard to come by in upstate New York, where I’m based. Rather than deal with the problem or look at the trends, we just didn’t sell tile, which...

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LisBiz Strategies: How often should you keep in touch?

May 29, 2015 | Comments Off on LisBiz Strategies: How often should you keep in touch?

May 11/18, 2015; Volume 29/Number 3 By Lisbeth Calandrino Over the last year I have been working with FollowYourCustomer.com, an automated marketing system that is programmed to “touch” your customers as many times as you would like. I’ve received several calls on the subject, and it seems everyone wants to know how many touches there should be in a successful marketing plan. The answer is it depends on how much you want the customer to...

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LisBiz Strategies: Great salespeople don’t make good managers

May 29, 2015 | Comments Off on LisBiz Strategies: Great salespeople don’t make good managers

May 25/June 1, 2015; Volume 29/Number 4 By Lisbeth Calandrino Why do businesses put so much time and effort into training salespeople and not managers? It seems as soon as salespeople really hit their numbers, they get a promotion to sales manager. This is often the kiss of death because good salespeople don’t usually make good sales managers. In fact, they are notorious for being bad managers. Why? Managing is an altogether different skill. Being...

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LisBiz Strategies: It’s important to follow up

April 7, 2015 | Comments Off on LisBiz Strategies: It’s important to follow up

March 30/April 6, 2015; Volume 28/Number 20 By Lisbeth Calandrino You know what it’s like—you’re getting plenty of leads but no one is following up. At first just a few go by, but then they start to stack up. You’re also aware that your staff isn’t following up on customers who have come into the store but haven’t made purchases. Every business needs fresh customers, but what about those who are good leads or have...

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LisBiz Strategies: The importance of following up

March 30, 2015 | Comments Off on LisBiz Strategies: The importance of following up

March 30/April 6, 2015; Volume 28/Number 20 By Lisbeth Calandrino You know what it’s like—you’re getting plenty of leads but no one is following up. At first, just a few go by, but then they start to stack up. You’re also aware that your staff isn’t following up on customers who have come into the store but haven’t made a purchase. Every business needs fresh customers, but what about those who are good leads or have...

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LisBiz Strategies: Haven’t I seen that blog before?

March 9, 2015 | Comments Off on LisBiz Strategies: Haven’t I seen that blog before?

March 2/9, 2015; Volume 28/Number 18 By Lisbeth Calandrino I see the need for social media has finally caught up with many stores. Today on my Twitter feed, I saw three posts that had the same blog headline and content. Last week, two of my Mary Kay sellers sent out the exact same newsletter with the same products. I called one of them and explained I didn’t think it was a good idea, but despite...

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