As An Owner of A Small Retail Busi

12 Sure-Fire Steps to Improve Your Retail
Sales
By Bob Nelson
The purpose of any business is to bring in customers, and it can only be accomplished through
marketing. If your cash registers don't ring, something is wrong and you had better find out what
is wrong fast. Because in today's competitive retail world... getting results is what counts.
Successful retailers aren't any more talented or intelligent than you are -- They simply have
learned to do things in a different way and make money in the process. Use the following 12
steps to improve your retail sales, you'll simplify your efforts, multiply profits, and increase the
odds of success.
1. Know Yourself
Having your own business is more than just creating a job for yourself. Your basic roles are in
marketing, finance, administration, and the responsibility of personnel. To get the best results, it
is rare for one person to play all these roles equally well. You must know which parts you can
handle yourself and which parts you're going to need help with.
2. Plan Ahead
Many stores are run by well-intended people but who don't have all the information they need to
do their job. This includes a clear idea of market segment, target markets, customer service,
product selection, marketing mix, promotional activities and pricing tactics. If you want to
succeed you need a well thought out business plan that helps you make the right decisions.
3. Know The Industry

You can gain the greatest competitive edge if you have an intimate knowledge of your business.
To thrive and prosper, you must be committed to learn and have the desire and energy to
accomplish your goals. These are five main reasons why most businesses fail:
1. Lack of Industry Knowledge

2. Lack of Vision
3. Poor Market Strategy
4. Failure to Establish Goals
5. Inadequate Capitalization
4. Understand Your Customer

Make it your business to give your customers what they want, and they will do business and buy
from you. The products and services you provide should reflect your customers needs and wants.
Think in your customers' terms; buy, show, sell, and say things that interest them, not just what
interests you. Remember, it is the customer that determines whether or not you succeed.
5. Keep Good Financial Records

If you don't know where your money is going, it will soon be gone. The "game of business" is
played with computers -- and the score is evaluated in dollars and cents. Good financial records
are like the instruments on an airplane, they keep you posted of your height, direction, and speed.
Without them you're flying blind with no controls to guide you to your destination.
6. Manage Your Cash

It doesn't matter how unique and wonderful your store is, your business can't survive without
cash flow. Money coming in your store is the vital component that keeps your business
financially healthy. If you budget wisely and know the interval of your monthly income and
expenses, you won't have to worry about running out of money.
7. Use Sound Management Practices

As a store owner, you are also a manager. You have to make decisions, offer customer service,
manage time and resources, and know how to merchandise and run the business better than
anyone working for you. Give your employees the opportunity for growth, treat them fairly, pay
them what they're worth, and they will help make your business successful.
8. Develop A Distinctive Image

Your image is important and is a function of your marketing efforts and materials. Customer's
create their perceptions of your business from your name, web site appearance, store location,
products, prices, visual merchandising, signs, displays, business cards, newsletters, advertising
material, customer service and anything else that relates to your business.
9. Control Your Inventory

All retail stores need to manage inventory. It is your money sitting on a shelf and represents a
large portion of your business investment. The retailer who merely watches the store's shelves
can't maintain a proper balance between the right amount of merchandise and probable customer
demand. Without adequate control, slow-moving inventory becomes dated and very costly.
10. Buy and Price For Profit

To understand retailing, one must start with the concept that the price of your merchandise is
nothing more than a temporary estimate of what the customer is willing to spend. In devising
your overall pricing strategy, a practical approach can be based on the function of supply and
demand. To be more competitive, join buying groups and seek out manufacturer discounts that
allow you to purchase merchandise below wholesale prices. By offering better values, you'll be
able to attract more customers, and offer more opportunities to shop at your store.
11. Learn From The Pros

In today's explosive markets, making the right moves is absolutely essential, there is little room
for error. Without knowing how to navigate through these fast-moving times, it can be a tricky
and even a self-destructive experience. Because of the emotional and sometimes difficult
decisions that must be made, the crucial difference is having fresh ideas with an impartial
business position.
12. Ask For Help When You Need It

Remember, getting results is what counts! Don't be too proud to ask for help, we all need help
sometimes. It is important to recognize that what you don't know can end up costing you money,
hurt the odds of success, and greatly reduce the chance of achieving your business goals. Hiring
an expert with specialized skills can be the most profitable decision you can make to protect both
your business and financial future.

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12 Sure-Fire Steps to Improve Your Retail

3. Know The Industry

1. Lack of Industry Knowledge

4. Understand Your Customer

5. Keep Good Financial Records

6. Manage Your Cash

7. Use Sound Management Practices

8. Develop A Distinctive Image

9. Control Your Inventory

10. Buy and Price For Profit

11. Learn From The Pros

12. Ask For Help When You Need It

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