Randy Bloem of Old Colony Stationary: how to successfully manage an independent retail store
Today, more than ever it’s who’s in front of the prospect that is getting the business.
When the prospect comes into your establishment, how do you set yourselves off from the competition? The big box stores have deep pockets to design there stores from an ascetic point of view. But there still is more to a sale than just looks alone. You need people to run the store that can make it happen. The sales staff needs to be trained not only on product but also the psychological aspects of the prospect. Remember, a prospect doesn’t become a customer until a purchase has been made.
However, there’s still more: Even if a purchase has been made, is the customer’s needs really being met? What’s going to bring that customer back again and again? Did the customer feel that you not only met their need but exceeded their expectations to the point that they will tell someone else about your store? Remember, your best allie is a satisfied customer.
Other ways to grow a retail business is to diversify into the business market. If you’re a florist, join a business networking group. Networking groups can get you in front of other people’s spheres of influence. A florist will find that business have special times when they need to send someone flowers or a gift basket. Simple changes that are focused on the customer will always bring the best results.
About the author
Randy Bloem is president of Old Colony Stationery, Inc. Old Colony is a second generation family owned and operated office products dealership. Old Colony has a retail store in Whitinsville, MA and delivers office supplies, printing and office furniture throughout Central New England.
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