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

Management Strategies ● 23
The original store, which opened in Larkspur, California, in 1976, now
fills 12,500 square feet in Corte Madera, California. Petrocelli shared a
great idea that anyone who owns a retail store or small business needs to
do: get out of your office and work on the floor. In fact, she had just been
working the floor when we spoke.
“The company execs here are scheduled like everyone else to get out
and sell books,” said Petrocelli. “Everyone here has worked on the floor as
a bookseller.”
Dealing with customers while your employees take a break is a great
way to stay in touch with the front line of your business. Sit in for the
receptionist and answer the phone.
“We had a marketing meeting, and so much of the information came
from people saying, ‘When I was on the floor yesterday . . .’” Petrocelli told me.
You’ll be surprised how much valuable insight can be gained by working
directly with your customers. Being on the front lines can generate the
ideas and ammunition you’ve been searching for to beat your competition.
GREAT
Join or Create a Peer Support Group
Tight budgets and soft sales during the recession
IDEA
pushed savvy business owners to turn to each other
for free advice rather than hiring consultants. What began as a cost-cutting
measure is still yielding invaluable benefits as business picks up, according
to members of three informal, peer-to-peer business support groups.
Members say they look forward to their monthly gatherings to share
contacts, tackle tough problems, and brainstorm together to dream up marketing
strategies. They also rely on each other for motivation and inspiration.
“We always ask, ‘How can we help each other and what information can
we share?” said Alison Raffaele, a makeup artist, beauty products entrepreneur
and member of Beautiful New York. (Alison did my makeup for the
photo on the back of this book.) “One member shared a contact that helped
me get a $20,000 loan guaranteed by the Small Business Administration.”
The members of Beautiful New York all make beauty or personal care
products. Peace-Keepers Cause-metics sells natural lipstick and nail polish