Fifty percent of US consumers cite email as their preferred method of contact from brands, according to Gartner L2’s Digital IQ Index. What makes for an effective email from a brick and mortar retailer? It certain is not a discount coupon offer. According to the survey, open rates for discount offers declined from 20 percent in 2017 to 18 percent in 2018. What does work are informative emails.
The reason why focusing on features and benefits of products does not work is because the brain craves meaning before details, claims University of Washington School of Medicine molecular biologist John Medina. When a customer does not understand what a new kitchen or bath will do for them, how it will affect their lives and how it will make them feel every time they cross the threshold, there’s little chance that talking about the number of finishes or options available will make an impact.
Most people, given the right circumstances will do the right things, claims Dr. James Doty, a clinical professor of neurosurgery at Stanford University and founding director of the Center for Compassion and Altruism Research and Education. In a recent podcast, Dr. Doty gave new meaning of being a hero. “Being a hero doesn’t necessarily mean that you have to jump off a bridge into freezing water and pull somebody out of the water. Being a hero can simply mean recognizing a situation where somebody is at risk and making the effort to go and help them.” An act of heroism can be as simple as helping a senior citizen to cross the street or standing up to someone is who bullying a coworker or friend.
BKBG Conference Workshop Leader Derek Gaunt from the Black Swan Group, provided great guidance on how to negotiate with those you love. When you negotiate pricing or a business transaction, the consequences of failure are not as high as when you fail to reach an effective solution with a spouse, partner or child. Black Swan notes that when you are connected to someone on a deeper emotional level you naturally hold them to higher standards than you do to individuals involved in business transactions. That’s why Black Swan recommends different approaches for loved ones than team members, suppliers, contractors or other business associates.
Operating a kitchen and bath showroom is not easy. There are constant demands and the fact for many is that the “to-do” list never is completely done. You put in long hours and the demands of your position likely come at the cost of a good night’s sleep. What’s the trade off? Research shows that when leaders trade sleep to work more, they become less effective, are more hostile and have less effective relationships with team members, are less likely to inspire others and experience declining engagement rates on the teams that they manage. When you are tired, you become more impulsive, less creative and innovative and less likely to make the best decisions.
Everyone struggles to make tough decisions. Is there a process that can make tough decision making easier? The answer is yes according to management consultant Rick Houcek and he turns to Winston Churchill as his guide. Churchill is one of the most loved and loathed characters of the 20th Century. Credited with protecting England from Hitler’s onslaught in World War II, Churchill was forced to make thousands of life-death decisions. Churchill developed a process outlined in his book, Churchill on Leadership that he deemed “5 distinct truths” to make decisions:
On Monday, October 15, Sears filed for Chapter 11 Bankruptcy protection, announced the shuttering of more than 140 stores and fired its CEO. None of these actions came as a surprise to anyone who has followed Sears recently. There will be many who attribute Sears’ woes to Amazon and other online etailers. That’s not the reason for Sears’ current predicament. In fact, Sears was Amazon before the Internet was even a pipe dream.
Common complaints among consumers shopping at brick and mortar retailers include bad customer experiences, bad customer service, having to cater to the convenience of the retailer and being directed to buy whatever the salesperson is spiffed on.
Your potential customers won’t tolerate salespeople who do not place them at the center of the universe. According to BKBG Conference workshop leader the Retail Doctor Bob Phibbs, most people believe closing occurs when a customer decides to buy and either signs a contract, agrees to pay for an item or puts down a deposit. Closing, according to Phibbs, is the end of the selling process. It’s the conclusion of a journey. In a kitchen and bath showroom, closing occurs after a customer decides, after talking with a designer or sales professional, to partner with the showroom to create a new kitchen, bath or other space in their home.
Seth Godin is one of the most admired and respected minds in marketing today. He is the author of more than a dozen books and publishes a daily must-read for anyone who runs a business. What makes Seth special is that he looks at the world through different lenses, constantly challenging the status quo to take fresh new approaches that work more often than not. He was among the first marketing minds to understand that the way people purchase had changed and recognize that it is necessary to change messaging in order to respond effectively to the paradigm shift that had taken place.
There have been numerous studies that show being an optimist is good for your physical and mental wellbeing. However, does the benefits of being an optimist translate to the showroom? Not necessarily. According to Liz Wiseman, author of Multipliers: How the Best Leaders Make Everyone Smarter, there are generally two types of people: multipliers and diminishers. Multipliers, as the name implies, highlight the intelligence and skill sets of their co-workers. Conversely, diminishers do exactly the opposite. Even the best managers and leaders can have elements of a diminisher in them because their personalities are so large they tend to inhibit or intimate their fellow team members.
