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2009 ORWM Outdoor Specialty Retailer Seminars Grow The Size Of Your Business No Matter What The Economic Conditions! January 22, 2009 Jay Townley The Gluskin Townley Group, LLC
2009 ORWMOutdoor Specialty Retailer
Seminars
Grow The Size Of Your Business No Matter What The Economic
Conditions!January 22, 2009
Jay TownleyThe Gluskin Townley Group, LLC
The Gluskin Townley Group, LLC
Growing The Size Of Your Business No Matter What The Economic
Conditions!• Five Ways To Grow Your Business
• Three Over-Arching Changes
• What I Want You To Do Today & Tomorrow
• Q&A
The Gluskin Townley Group, LLC
Five Ways To Grow Your Business
• Increase the value of transactions• Increase the number of transactions• Increase the number of customers
– Jay Abraham
• Complete retail process• Work with business partners that add
value
The Gluskin Townley Group, LLC
Increase The Value Of Transactions
• The importance of a Pricing Policy– The Phillips Rule (See the SROR)
• Merchandising Mix: Good, Better, Best– How easy is it to purchase – and sell?
• Association – the importance of the add-on
• Displays & Lifestyle Displays• Develop Your Assortment Plan• Get Weekly Critical Numbers from your
POS
The Gluskin Townley Group, LLC
Increase The Number Of Transactions
• The Vital Importance Of Your POS Database– Employees, and entering the customer
info
• Direct Response Marketing– 100 Postcards every week
• Your Web Site – is a communications tool and media
• The New Media
The Gluskin Townley Group, LLC
Increase The Number Of Customers
• The Power Of WOM– NRF: “Two stores in the same
business…”
• The Dark-Side Of WOM– People love to talk about bad service
• Net Promoter – “…would you recommend…”
• Formal Referral Programs
The Gluskin Townley Group, LLC
Complete Retail Process
A common sense retail process focused onconsistently providing extraordinary
customerservice!• Write it down…don’t keep it in your
head• Create an Operating Manual…How You
Want It Done!• Weekly training and education
The Gluskin Townley Group, LLC
• Suppliers that can, and will supply what you want when you want it!
• Suppliers that support high inventory turn• Suppliers that support supply chain
innovations• Suppliers that provide innovative and
unique products• Supplier that help you deliver an
“experience”
Work With Business Partners That Add Value To Your Business!
The Gluskin Townley Group, LLC
• Develop a passion for retail
• Focus on becoming consumer-centric
• Make a commitment to lead!
Three Over-Arching Changes
The Gluskin Townley Group, LLC
• Develop a passion for retail that is at least equal to your passion for the products you sell!
• It’s a balancing act:Product-Centric / Customer-
Centric
Growth• You are by example!
Develop A Passion For Retail
The Gluskin Townley Group, LLC
• Focus your whole organization on becoming consumer-centric!– Your customers are demanding an
exceptional retail experience– One of the best ways to differentiate– Every point of consumer contact…
make it easy and enjoyable!– The power of customer service
naturals
Become Consumer-Centric
The Gluskin Townley Group, LLC
• Fear of changing the way it’s always been…– The biggest barrier to making changes
for growth…a reluctance to lead and become an agent for change
• You can tell them, or you can lead them– “How-to” training and education– Lead by example
Make A Commitment To Lead!
The Gluskin Townley Group, LLC
• Take a few minutes today & tomorrow and write down:– Ideas you took away to increase the
value of your retail transactions, and by how much
– Ideas for increasing your number of transactions, and by how many
– Your thoughts on increasing the number of customers next year, and by how many
What I Want You To Do Today & Tomorrow
The Gluskin Townley Group, LLC
• Take a few minutes today & tomorrow and write down:– Your thoughts and ideas on
developing a complete retail process documented in an Operations Manual
– A list of the brands and / or suppliers that you think will make good business partners that will help you grow your business
What I Want You To Do Today & Tomorrow
The Gluskin Townley Group, LLC
• Take a few minutes today & tomorrow and write down:– What you think your passion for retail is
now, and should be going forward.– How consumer-centric you think your store
is now – and what steps you think you need to take to be more consumer focused.
– How committed are you to leading – or do you have to make some changes?
What I Want You To Do Today & Tomorrow
The Gluskin Townley Group, LLC
• When you have 15-20 minutes at your computer, take the OIA Outdoor Specialty Retail Survive Or Thrive Assessment Survey by visiting www.outdoorindustry.org
What I Want You To Do Today & Tomorrow
The Gluskin Townley Group, LLC
Q & A
Thank You!
Jay TownleyPartner
The Gluskin Townley Group, [email protected]
