0816_TOEFL-Test-and-Score-Manual-1997

166 ● 201 Great Ideas for Your Small Business
one New Zealand shop owner did. Do whatever you can to create a
visual stir.
“The retail business is routine and can kill you one day at a time,” Glen
told me. “Retailers have to face the competition instead of whining about
it,” he said. “Most are waiting for Walmart to kill them.”
He also told clients not to offer deep discounts. “Don’t discount it, and
don’t give it away,” he said. “You have the unique ability to provide real
customer service and keep a customer for life.”
No matter what you are selling, you need to work hard to “love your
business again.”
“Retailing is a terrible job—nobody is in it for the hours or the
money,” said Glen. “Concentrate on what you do best and go in that
direction—furiously.”
My friend Victoria Wallins is a veteran retailer. She works with a professional
window dresser to draw customers into Essentia, her wonderful
boutique in Wellesley, Massachusetts. You’ll never see snowflakes or fake
presents in her holiday window. Just beautiful merchandise displayed in
extremely creative ways.
GREAT
IDEA
Put Your Company Name
on Everything
It sounds so simple, but too many small companies
neglect to put their name and phone number on their
products.
One small Arizona company, Tessita’s Secret, was smart to print their
contact information on the label. After just one sniff, I fell in love with
their deliciously fragrant lotion made with cactus extracts and aloe vera.
Before I used the last dab, I called the number on the bottom of the jar and
ordered more.
Your package should be a tiny billboard to attract repeat sales. Always
include your address, phone number, and web site. If people liked your
products, you want to make sure they know how to buy more.