1O resolutions to Power up counter sales in 2O1 1

fr's rHnr rtME oF vea,R again-the time for strategic Ireflection and planning for the year ahead. A new year can be a launching pad for boosting your revenues to new heights or it can be a ceiling defined by last year's plan.

End-of-year is the perfect time to reflect on what the last I 2 months taught you and to plan for change and growth in the year ahead. Jumpstart your strategic planning with the following l0 resolutions guaranteed to power up your counter sales for 20 I I

L. Op"n early. If customers are standing outside the door before your posted opening hours, let them in. Think of it as money scratching to get inside your store.

Few things are as aggravating to a customer as seeing store workers through a locked glass door. Sure there are exceptions, such as counting cash or administering CPR, but whenever possible make a point of opening your doors before your competitors open theirs. There's a corollary to this one: Close late.

2. Greet your customers. Seems simple, but most often neglected. Acknowledge customers as soon as they cross the threshold, even if you're already waiting on someone. Sam Walton thought it important enough to place a greeter in each one of his stores.

Obviously, most distributors don't have a budget for professional greeters, so make it everyone's job. Make it a policy that any employee in the counter area should greet customers and ask if someone is helping them. Even if an employee isn't trained for counter sales, he or she can still welcome and assure the customer that help is on the way.

3. Educate yourself. In spite of your years of experience or expertise, there are still discoveries to be made in this industry. Don't wait for "the company" or your boss to assign training. Show initiative and sign up yourself. Only companies with a trainingbased culture will deliver the level of competence required of savvy customers. The constant learners of today are the profit earners of tomorrow.

4. Know thy product. Selling is easier when you know what you're talking about. And customers love knowledgeable salespeople who respond quickly to their needs. They're magnetically drawn to efficiency.

Learn about new products before the product launch. Ask your reps about available selling resources and aids for their product offerings.

5. Upgrade signage. Signs deliver a message about your product or your company. Overhead signs are useful for showing customers where products are located. Remove any faded, torn, or out-of-date posters. If you have handwritten signs, get rid of them. They look sloppy. Replace with professionally printed ones or print new ones off of your printer. Rotate or replace product-marketing posters two to three times per year.

6. Gi"e a boost to displays. Strategies and tactics for displaying merchandise can promote rapid product sales and growth. Adequate product supply, knowledge of customer preferences, and appropriate marketing mix are key elements in boosting counter sales. If this is outside your expertise or you simply don't have the time, hire an expert. Yes. It's that important.

7.oo the light thing. Lighting is a major element in creating an atmosphere of persuasion. Look up. Scan for black shadows and replace all burned out lamps. Look at the wall displays from left to right, as you would read a book. Watch for poorlv lit, empty or blank spaces. Use tracl lighting or wall washers to fill in or highlight certain product displays.

8. Oiviae and conquer. Assign specific areas for individuals to monitor and keep merchandised. Keep in mind that creating attractive merchandising displays isn't a natural trait in most people. It requires instruction. Don't just tell someone, "Keep this display full." Show them. Put it in writing. Design and follow a plan-ogram.

9. Wulkirr' the floor. Walk in through the customer entrance. Stop.

Consider how it would appear through your customer's eyes. Take it all in. Look for clutter, empty shelves and plgs, and anything out of place' Turn to your right and resume walking.

Anange displays in a way that creates a logical traffic flow through your store. This will save time and ensure the safety of browsing customers' Place the coffee maker, popcorn popper, and vending machines in strategic locations to draw customers to different parts of the showroom'

L0. post a Guarantee. A no-hassle guarantee is a powerful tool of persuasion. The guarantee needs to be posted and clearly visible to customers. It's most effective with customers who fear parting with money or making a bad decision.

In the field research has repeatedly proven that the increased sales more than offset the handful of customers who might take advantage of a generous return policy'

These resolutions are simple' but they make an effective plan for improving your counter sales and in turn increasing your branch's revenue as a whole. There is a natural rhythm to the calendar. Valuable lessons are learned from past challenges, but the beginning of a new year brings with it the / power to change and grow.

Mike Dandridge

High Voltage Performance

hi ghvoltageperfonnance.com

(254) 624-6299 mikedan@mac.com

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