Retail Franchising, Increasing Your Chances of Success (Pt I)

Date AddedNovember 29, 2009 12:48:07 PM

Author

Do customers love coming into your franchise business? How often do you meet new customers who have come on the recommendation of others?

Some businesses attract attention simply because they have unique products; others stand out because it is such a joy for customers to do business with them.Unfortunately, joy is not the feeling that most customers experience when they go shopping; so here's the question: would it be possible to create that positive emotion consistently?

The answer is 'Yes, it is!'

Let me share with you some secrets of success from the rituals of great business owners all over the world.

I find it really hard to say this - but customers are not your most important people - even though most articles, books and speakers will tell you that they are. The most important people for you as a franchisee and as a business owner, are your staff. Employees are the people you entrust with the task of relating well to your customers every day. How do you ensure that your employees are ready for that responsibility?

It depends both on how you choose staff and what you teach them. Do not assume that because someone has relevant experience that it will make them suitable for your franchise. Two of my favorite retailers always select their staff on personality grounds first, never initially on the basis of experience. Both retailers are searching for a happy face; they observe a principle that if the applicant hasn't smiled in the first five minutes, the interview is terminated. Why? Because if you want happy customers, it helps if employees are 'smilers'l "Hire the smile; train the skill"; that's the policy. There's also an old Chinese proverb that says, "No one without a happy face should ever open a shop".

Secondly, teach your staff to practise the 30 second rule (you may decide that for your business it's the five second rule!). Whenever a customer approaches your business, greet the customer promptly with a smile, no matter what you are doing. Have all of your staff do the same; do it every single time. Customers will soon learn that your business is one place where they are really welcome. For your part it will take a lot of discipline; for your franchise, it will pay substantial dividends.

Thirdly, each day before you open for business, have a brief meeting with your staff. There are four things you must always discuss. Share with them how the business performed yesterday (and, at the start of every week, the details of last week's performance). Yes, I know, these things are meant to be a secret! But why? An uninformed staff member can hardly be a committed one. By keeping sales information a secret, you are really telling your employees that you don't trust them. That's what your competitors are also saying to their staff. The worst thing that could happen is that a competitor may hear how you are doing; but does that really matter when you have probably moved on anyhow? Trust engenders commitment. Your customers will soon notice the difference.

To be continued: Retail Franchising, Increasing Your Chances of Success (Pt II)