Torch song

Retailers are stressed. Vendors are stressed. Reps are stressed.

And consumers are stressed. Think holiday seasons past were doozies to get through? Just imagine what a couple of months of purse string tightening will do to Patty Persnickety’s mood.

Used to be something you wrestled with in the store or on the phone. The cranky shopper would face off with you, providing an opportunity to turn things around and reclaim the relationship. Today, however, you might hear the grousing third person...or thirtieth person, depending on how web-savvy the cranky shopper is.

So what do you do if you suddenly becomes the target of flame throwing on a blog or consumer review site?

1. Read between the lines
Get to the post as fast as you can, then try to identify who the upset customer is. Most times, you’ll be able to figure it out fairly easily. Contact them directly, by phone to talk about the situation. Getting a human voice in the mix is critical to put out ongoing flames.

2. Post a comment with your (real) name signed to it
Be patient. Be calm. Validate their feelings (not the same as validating their complaint) by saying “I understand why this is frustrating to you,” or something along those lines. Then calmly deal with the issue. Apologize? Offer to discuss on the phone if they’d please call (assuming you don’t know their identity)? Explain why things went the way they did? Whatever is most appropriate, step up and do it.

3. If you have a blog of your own, include that address in your response
This gives you an opportunity to move the conversation onto familiar turf--yours. Create a blog post noting the complaint, then follow it with your response. Again, be calm and kind. End on an up note. You want to get ahead of this thing, not continue to chase it through someone else’s yard. With luck, the original poster will follow you there. (Note: If there are flames flying, might be wise to set your preferences to moderate posts before they appear.)

4. Google for spiders
Quite often, a blog post can show up in more than one place. Copy the first sentence of the angry post, then run it through Google, with quotation marks on either end. If it’s repeated somewhere else, this should find it. Be sure to repeat your signed response on any other blog that repeats the post. You want to put out all the fires, not just the first one.

5. Check the Terms of Use associated with the site
If the complaint is particularly viscious (ie, uses offensive language, is a personal attack, etc.), read the site’s Terms of Use to see if it crosses the line. If it does, contact the site owner immediately to bring their attention to the post. Could take a few weeks to get them to pull the thing, but the effort’s worth it for content that falls outside the lines.

6. Stay on top of the buzz
Google has a sweet little service called Google Alerts. Enter the name of your store, or your name, then sit back and wait. Whenever those names show up online, you get an email linking to the piece. Admittedly, this doesn’t troll all blogs-—but it does get some of them. And some is better than none.

Regardless of whether or not you find yourself in this kind of sticky spot, I strongly suggest enacting #6. It’s always good to know when your name shows up in print.

Photo credit: RozzleDozzle

Coupon clipping

A lot of special offers and dealer benefits land in my email box. Rather than horde, I’ll periodically post them here for your use.*

The grand plan was to save them up for a simple end-of-the-week list. Imagine my surprise this morning when, upon reading the fine print, I found that four of them-—four-—were only valid for 48 hours. A gnat’s lifespan is longer than that. Sheesh.

The “Don’t blink or you’ll miss it” approach is a sign of nervous vendors who don’t want to give anything away. Well, get over it. We’re all going to have give something away if we want to make it to January. Retailers aren’t going to jump at impulse purchases while counting the change under their desk to make payroll. You’ve got to give them time to process the idea, then fit it into their budget.

That said, only two offers extended beyond the 48-hour window:

Marsupial Press
Tel: 425.251.8558
Fax: 425.251.8998
marsupialpapers.com/holiday.htm
Offer: Through Oct. 31st, buy any holiday product or custom holiday invite and receive 15% off the total. Must fax in a copy of the email (contact me and I’ll forward it to you). As long as you’re at it, give ‘em a poke about the typo (“i before e,” except in a promo?).

The online Epson Store
Last “stock up on supplies” special of the year-—10% off ink and paper. Use code 8ZTCASE to get the deal. True, it’s not big, but every penny counts, especially if you’re a stationer heavy into in-house printing. Their ink carts have a pretty long life span, unlike HP carts. To go straight to the ink carts page, click here. Offer ends 10/15/08.

If there are other vendors out there who’d like me to spread the word, drop me a line with the offer included. I’ll do my best to help you out.

*Obviously, many of these are limited to current dealers. If you don’t carry the lines, take a look anyway. Might be a good time to add fresh product to your lineup.

Just how safe ARE you?

Given this morning’s plummet on Wall Street-—the entire week’s plummet, for that matter-—retailers are wondering just how well their back sides are covered. Sole proprietor...LLC...Sub-S...ee-eye-ee-eye-oh.... What was a simple tax question a few years ago is now a matter of legal protection, should the worst come to pass.

Nina Kauffman, a New York attorney specializing in small business matters, recognizes the urgency behind owners having a firm handle on their legal position. To explain the various options and implications, she’s presenting a free teleseminar next week:

“Are You Exposing Yourself? How Choosing the Right Business Form Provides Protections and Peace of Mind”
Date: Thursday, Oct. 16, 2008
Time: 8:00 E / 7:00 C / 6:00 M / 5:00 P
Topics include (but are not be limited to):

• The different kinds of business entities that will protect your assets
• How to weigh and balance the options to choose what’s right for you
• The drawbacks to handling business formation online
• How to find advisors who can guide you to your goals

I’ve spent time with Nina and can assure you she’s (a) real, and (b) grounded, and (c) invested in your success. Personally, I can’t imagine a better time to get a grip on your legal situation and the implications of not being properly organized...and can’t imagine a better person to help you do that.

Space is limited, so don’t delay. Follow the link and get registered. Now.

See you on the teleseminar.....

You aren’t alone out there

Sometimes, it’s the headlines alone. Sometimes, it’s the juxtaposition of two in a publication.

This time, it’s all of the above.

In Gifts & Dec’s weekly email newsletter, the following two stories appeared, back to back:

EBay Lays Off 1,000
Big Retailers Laying Off in Time for Christmas

At first glance, this doesn’t feel like good news. BUT...in my opinion, it is.

Think about it-—if big boxes are short staffed, that means customer frustration as they search high and low for someone to help them (already a major problem in several stores, especially Macy’s here in Minneapolis, where I’m convinced they train salespeople to hide in back). The more frustration, the better. Given how short consumers’ fuses are bound to be this holiday season (stress, stress, stress), any retailer who provides a sincere smile, great service, and a willingness to help will be a heaven-sent blessing.

And who does that better than small, independent retailers?

I know you’re stressed too. And I know you’re tiring of my constant “be positive” chanting. But folks, trust me-—this holiday season is going to be all about Mashed Potato Marketing and the psychology behind it.

Fortunately, being positive doesn’t require an invoice. Thank God.

Wal-Mart 2.0

We’ve known for a long time the customer perception of big box versus neighborhood business is pronounced. Big Box = Evil. Small Business = Neighbors. Doesn’t mean they always shop that way, but the mental picture is certainly in tact.

Until now.

Wal-Mart has been talking about creating a smaller, local-feel environment in their big boxes for a couple of years now. Well, that talk has translated into reality with this week’s opening of the first four Marketside locations-—Wal-Mart’s new “smaller format” grocery stores, placed nowhere near a Wal-Mart. Marketsides don’t wear the parent company’s moniker...have a much more whimsical logo than the original giant...but still don the teeth of a large, big box operation (aren’t you proud of me for not using the word “fangs?”).

They aren’t alone. Loew’s began kicking a similar concept around during their annual meeting last month. If consumers nibble at this, you can bet there will be more, and they won’t be planted on major highway intersections; they’ll land smack dab in your very neighborhood.

For now, this appears to be aimed predominantly at hardware and grocery-—retail categories not previously impacted the way the gift and stationery industries have been (think: Paper Source, Swoozies, Blue Tulip, etc.).

Will it stick? Or is this something that will burn itself out? Time will tell, although a failing economy only makes it harder for the locally owned stores to hold their own if one of these Mini-Me boxes pops up nearby.

Good luck, fellow retailers...and welcome to the party.

Cranes...office furnishings?

A friend emailed an article about Crane & Co. that appeared in this month’s issue of Inc. Magazine. Pretty interesting read. Makes that rumor about Taylor Corp wanting to buy Crane’s social paper division seem a whole lot more credible, which scares the willies out of most retailers (to put it mildly...and politely). To download the 2-page pdf, click here.

You can also read the article online, although it’s a bit hard on the eyes due to some bizarre formatting snafu on the Inc. site.

Thanks to Gregg at VendorTech for sending this over.

Editor’s note: Just got a call from Cliff Allen, Director of Sales at Crane & Co.

According to him, the rumor about Crane’s and Taylor Corp are “...not true. Crane’s could have sold this division a couple of times to fund [upcoming technology] for the currency division. Instead, [they] opted to work with capital investment groups,” keeping the company in tact. “The Crane family has a firm commitment to this industry,” added Allen. Bodes well for you stationery retailers out there.

Thanks for the follow-up, Cliff. Much appreciated. -— CB

No...not you.

For those whose hearts came to a full stop during the VP debates Thursday night-—

Palin: “But when you talk about Barack's plan to tax increase affecting only those making $250,000 a year or more, you're forgetting millions of small businesses that are going to fit into that category. So they're going to be the ones paying higher taxes thus resulting in fewer jobs being created and less productivity.”

Reality check time.

According to the non-partisan group, FactChecker.org:

“...it's simply untrue that "millions" of small business owners will pay higher federal income taxes under Obama's proposal. According to an analysis by the independent Urban-Brookings Tax Policy Center, several hundred thousand small business owners, at most, would have incomes high enough to be affected by the higher rates on income, capital gains and dividends that Obama proposes.”

”Several hundred thousand” is, according to most experts, somewhere in the neighborhood of 1.4% of all small business owners in the U.S.

Jump start your heart. You’re still on safe ground.