2009: The Year of Quality without Complication

This past year’s been interesting.

For me, 2008 was pretty terrific, albeit filled with too many third party political agendas (and I don’t mean election-related). For my friends who own retail stores, however, it was an uphill battle filled with enormous challenge--in most cases becoming critical as early as June.

Regardless of whether your year fell into the “terrific” or “challenging” category, it’s safe to say 2008 was complicated. Reeeeally complicated. The past twelve months generally gave a lot of pretty smart folks some pretty serious headaches.

Which is why I’m declaring 2009 The Year of Quality without Complication.

Think: Quality without overthinking. Quality of life plus quality of business. Quality that spills over to those around you in a sincere, productive way.

So what do you say we all unite under the following declarations?

In 2009, I, the undersigned, promise to:

1. Focus on what my customers need from me more than what I need from them.

2. Better understand the 80/20 rule, then buy according to that principle (and if I don’t understand that principle, I need to contact Cinda).

3. Take five minutes each month to send a hand written thank you note to someone who’s made a positive difference in my business. If I’m feeling particularly cheerful, I will write two.

4. Create a braintrust of me and four other local business owners, then meet for brainstorming breakfasts once per quarter where we’ll drink too much coffee, eat calorie-laden sticky buns, kick around wild ideas, listen to each other’s concerns, and find ways to grow each other’s businesses.

5. Try at least one new internet-based marketing method...even if it scares the hell out of me. If that requires relying on my 13 year old nephew for explanation, I will. If it requires hiring the 13 year nephew, I will.

6. Stop dead in my tracks when things begin to spin too quickly...take a breath...and regain control. Life can only race as fast as I allow it to.


I have read the above, agree to it with all my retail-lovin’ heart, and sign here in black ink (because red ink is no fun):

_________________________________
Name

__________________
Date


Now, print...sign...and tape to your office wall. Or your forehead. Your call.

Don’t forget....

There are still a few spaces available; once we max out, though...that’s it.

For: Retailers who want to stay upright and breathing through this economic melt down
When: Monday, November 24, 2008
Time: 8:00 p.m. E / 7:00 C / 6:00 M / 5:00 P
Duration: 1 hour
Presenter: Cinda Baxter, Always Upward Consulting and founder of RetailSpeaks

Description:
Retail has never been harder, nor the risks greater. Learn the five vital things you need to do right now to protect you and your investment as the consumer market twists and turns. The goal of this session is to assure that you’ve stacked the deck in your favor, prepared and protected-—regardless of how the game plays out.

Cost:
$37.00 per enrollment
Space is limited; feel free to have multiple people listen in on a speaker phone. (Note: This seminar is structured for retail business owners; some information may be more sensitive than what you typically share with employees.)

To subscribe to this session:
Click here to be taken to the Always Upward home page, then click on the event link. Major credit cards and PayPal credit accounts are welcome.

Not a retailer?
Feel free to spread the word to anyone you think might be interested in protecting their investment; the more stores who protect themselves now, the more that will still be around tomorrow.

The GHTA conference

Today’s the big day--the start of the Gift and Home Trade Association national conference, in Sanibel, Florida (yeah, tough gig, I know). For those of you not familiar with the GHTA, this is a collection of CEOs, Presidents, owners, and upper management representing the most influential vendors, manufacturers, sales agencies, and trade magazines in the gift and home accessory industries.

On Saturday, I’m presenting two seminars called “Here and Now...and Tomorrow,” detailing the realities that concern retailers today, what concerns them about the next year, and how those concerns are going to impact the way they continue to do business. Thanks to the contributions of an advisory group of independent retailers representing a cross section of stores nationwide, the data is as “of the moment” as it gets.

Thanks to those of you who answered the call, sharing your wisdom and suggestions for the sessions. This is one of those cases where you’ve got a captive audience of real decision makers; together, we can help them decide what will help independents most in this unprecedented economic climate.

Don’t write that check

Once again, I see a familiar name making the rounds in the stationery industry, coaxing retailers to join their “guild” and, by extension, their website, with promises of better Google results, more visibility, and heightened customer awareness. They’ve been trying to get this concept off the ground for two years, but only recently were able to actually produce the site itself. I do not endorse their program, and for that reason, will not mention them by name here. Rest assured, this is not a vendor.

Before you write a fat check to any third party offering inclusion on their website, seriously consider the following:

1. Links are golden, yes. But do the math. If you link to them from your site, link to them from your blog, link to them any time you write an article, and link to them any time you appear in a press release, they rack up more and more links. That brings them more and more visibility in Google searches. You, on other hand, still only get one link from their site, via the store locator. Not a very equitable trade. This will not pop you up the Google list.

2. Their new website is, admittedly, very elegant. It incorporates many elements that every stationery store website should include-—and my own did, during my retail storefront days. Explains why in web searches for “personal stationery Minneapolis,” “wedding invitations Minneapolis” or similar, my store was consistently one of the top two listings. Every time. Why pay to promote someone else’s website-—that includes your local competitors, by the way-—instead of investing in your own site, promoting only you in an equally elegant, equally information-rich, and equally professional manner, simultaneously pushing you up the Google list?

3. The suggestion that inclusion in their site significantly helps consumers find you is pretty thin. Think about it-—when a bride is looking for invites, she’s going to Google the term “letterpress wedding invitations Omaha,” not search for some association website she doesn’t have a connection to in hopes there might be someone listed nearby. Equally likely, she’s combed through wedding websites and publications, is going directly to vendor sites, then using their “find a retailer” function to locate the exact look she wants.

4. SEO, SEO, SEO....Search Engine Optimization. That’s a big term that freaks a lot of retailers out. Bottom line: Google (and other search engines) continually change their algorhythms-—the math used to search out sources and pages on the web-—so that no one...NO ONE...can hold those top positions hostage. There are a lot of SEO folks out there who claim to provide top-of-listing results, but they don’t guarantee it in print. They can’t. The algorhythms change faster than you change your socks. It’s like a meteorologist promising .253 inches of rain will fall at exactly 7:42 a.m. on Tuesday morning. Good luck with that.

So how do you find your way to the top of the listings? To customers’ eyeballs? By (a) hiring a knowledgeable web designer who builds attractive sites, understands search engine optimization, and provides references that can verify the success of both; (b) incorporating rich content into your site, including placement of applicable keywords in the text and metatags; and (c) frequently updating your site with fresh content. There aren’t any shortcuts, but once the site is built and running, the rest is a lot easier.

As for the articles, press releases, etc....? If you’re going to spend time writing anything, write it in support of your own store, not for another website. Include a link to your store site in everything that appears online; that helps build your Google visibility. Start a blog. Today. And visit PRWeb.com to learn about how easy it is to promote yourself through press releases (their free Press Release 101 section is terrific). Each press release should include links to your store too, again, raising your search odds.

Sink the money into you. Into your store. Into your website. That, dear friends, is your best investment, hands down.

It’s a lot smarter than handing someone else a fat check that pushes their site higher while yours languishes on the bottom of page 14 on Google.

P.S. In a search of just one city in their store locator, I’ve already turned up a discounter, who used to be storefront but is converting to all-internet as we speak. So much for vetting. Caveat emptor, folks.

Taking control of your future

At the request of several retailers, I’m presenting the following teleseminar in two weeks. Please forward this to any store owner you think might benefit from the information....

Audience: Retailers who want to stay upright and breathing
When: Monday, November 24, 2008
Time: 8:00 p.m. E / 7:00 C / 6:00 M / 5:00 P
Duration: 1 hour

Description:
Retail has never been harder, nor the risks greater. As a store owner, you have a lot on the line-—from inventory to your home mortgage, odds are just about everything in front of you is tied up in what happens the next few months...or few weeks.

This teleseminar boils the “What do I do now?” list down to five vital actions that need to be taken to protect you and your investment as the consumer market twists and turns. The goal of this session is to assure that you’ve stacked the deck in your favor, prepared and protected-—regardless of how the game plays out.

Cost:
$37.00 per enrollment
Space is limited; feel free to have multiple people listen in on a speaker phone. (Note: This seminar is structured for retail business owners; some information may be more sensitive than what you typically share with employees.)

To subscribe to this session:
Click here to be taken to the Always Upward home page, then click on the event link. Major credit cards and PayPal credit accounts are welcome.

Not a retailer?
Odds are you know someone who is. And odds are, they need all the help they can get. Feel free to spread the word to anyone you think might be interested. I hope to see as many of you as possible; there’s no time to waste.

That’s one way to put it....

Nine hours in a car gives you a lot of time to sample local radio stations, most of which offered pretty predictable fare over the weekend. From Minnesota to Nebraska, contemporary to country, very little surprised me-—with the exception of two spots on KRGI FM in Grand Island:

Ingenuity Award
A 30-second spot paid for by the local Chamber of Commerce touts the many ways Grand Island is not being negatively impacted by the current economic slow down. From a rock-bottom foreclosure rate to a growing employment rate, this statistic-loaded PSA serves as an impressive way to bolster continued cash flow while comforting nervous concerns.

“Aren’t I Special” Award
KRGI’s own 15 or 20-second spot, boasting (and I’m quoting as closely as possible here) they’re “ranked number one among listeners who said they like this station best.” Hmm. One would certainly hope so. Being ranked number two by that crowd would be pretty depressing.

I certainly don’t suggest mimicking the second option, but the first...? Why not roll out a campaign of your own, listing ten ways life continues to be stable, happy, and secure in your store in spite of the real world willies? Use them as bag stuffers...create a big window banner...send out an email newsletter with them...just get the good word out.

Better yet, turn it into a top ten list (a la Letterman style) building up to the number one reason life is good at Anderson’s Card Shop: We like it here...and you will too.

Just DO IT

A little reminder aimed at those for whom subtlety has no meaning:

If you don’t vote, you can’t bitch. Period.

Sorry ‘bout the language, but having seen Canada clock in at a dismal 59.1% voter turnout, I’m pretty fired up about pushing folks out the door and into the booth.

Now....GO.

The upside to price fixing

Back in August, the Supreme Court handed down a decision that, while not favored by discounters and online retailers, protects independent stationers in ways they’ve dreamed of for years. With the blessings of the high court, manufacturers are able to not only set MSRP, but are also allowed to set a minimum threshold for prices on their products and enforce them.

Translated? There’s finally a way to stop discounters and home studios from eating your invitations business alive (assuming your vendors step up and do the right thing).

This summer’s Supreme Court ruling, based on a lawsuit between a discount store and a purse manufacturer, reverses a 1911 precedent that made price guarantees illegal. According to the modern court, such assurances aren’t automatically breaks in anti-trust law, but ways to protect manufacturers (and, by extension, full service retailers) from predatory pricing schemes that devalue their products and business. To see the full Wall Street Journal article explaining the decision, click here.

How does this protect you, as a full service stationer? Simple. It pulls the plug from vendors’ protests that they can’t force home studios and discounters to charge full price. With the exception of Crane’s (who wisely prints “Property of Crane and Co.” on the cover of every album), endless vendors have chanted that anti-trust logic while continuing to enjoy income from discounters, to the fiscal dismay of their full price, brick and mortar retailers.

With the new ruling, however, vendors are allowed to set firm minimum prices, then close the accounts of discounters who continue to price below them. Period.

Imagine the reaction of home studios who rely on discounts to lure customers to their basements and kitchens, or internet invitation discounters, who have been riding the coattails of traditional retail stores for years, essentially using them as free showrooms to make their own online sales.

Paper-related discounters aren’t the only ones crying foul; operators like Brian Okin, owner of an online home improvement store, claim minimum price policies are responsible for him losing sales and substantial revenue. In Mr. Okin’s words, “It just makes it so difficult to compete.”

Huh. Kind of like when online discounters undercut full price storefronts...?

Now...whaddaya say we get those books out of Suzie Smith’s basement studio once and for all?

Start with your head....

In a few weeks, I’ll be traveling to Sanibel for this year’s Gift and Home Trade Association national conference where I’ll be speaking about the current state of independent retail. Admittedly, it’s a tough year for many members—predominantly vendors, reps, marts, and media-—to justify the expense of attending, which begs the question “Will it really make a difference if I skip?”

Yes, it will.

Following is an email I wrote, later forwarded to the GHTA membership, explaining why it’s important they keep pushing ahead. To any reps, vendors, manufacturers who think curling up in a ball and waiting this thing out is a good strategy, well...buck up and get in gear. It’s time to be proactive about turning this industry around.

Times are tough for everyone in the gift industry, especially at the grass roots level. Now, more than ever, retailers need vendors, reps, sales agencies, and manufacturers to be plugged into resources that will help shore up our industry, from the top of the supply chain down to the stores and boutiques that rely on them.

And that's what the GHTA Sanibel conference is all about -- opportunities to connect as an industry, learn from one another, and forge new paths that lead us out of economic uncertainty and into productive partnership.

True, the world can't be reinvented in a three day conference, but groundwork can be laid for a year's worth of progress. Networking brings peers together who have never met before. Companies are exposed to fresh ideas and out-of-the-box thinking they can implement on home turf. And creative brainstorming opens channels to new ways of thinking, of doing, and of succeeding.

All of us on the retail side know the expense and time away may be a tough sell in such frustrating financial times. But the return on investment for those who attend with open minds, enthusiasm, and determination to learn will find that investment a sound one.

Please join us as we write the next chapter of this industry's history. Together, we can prosper.

Cinda Baxter


It’s not too late to sign up; click here to get the ball rolling.

All eyes on you....

I was recently asked to comment on the top three qualities of a good leader. The audience in that case was a group of leadership experts, which tends to make one pause before responding. Still...was pretty easy:

1. Integrity, both personal and professional.

2. The ability to inspire others to do their best and the grace to recognize their achievements.

3. Clear vision, both of the future and the past; rewriting history robs us of our ability to learn from it.

Do you possess those qualities?

If you have employees who have been with you for years, odds are that you do. Rarely (especially in retail) do people stay put for bonehead employers.

It’s important to be the kind of leader that staff members want to work for-—right now, they’re you first line of defense against dropping sales or poor customer experience.

It’s also important to be the kind of store owner customers want to shop with-—in a world that seems to be swinging left hooks, they crave stability and confidence in their personal universe.

You owe it to them. You owe it to you. Allow your leader within to shine.

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

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.....