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The shop without sales
Author: Brian Walker on 9 June 2011

Lasts 5 posts
Separating the forest from the trees
Cash is king: Planning cashflow
Is your customer service wonderful or just passable?
A lack of customers should not be an excuse
Wow your customers with powerful retail design

The secret to a focused, motivated and goal focused retailer is generally not found in the shop.
Seem strange or even impractical? From our experience the start of assessing whether a shop team is sales focused starts in the backroom (or manager's office).
The backroom should be the engine room of a well run motivated store and no surprises that when assessing a retail shops performance there are some tell tale signs of the business focus that lie within this small room. Typically, apart from orderly and categorised stock back-up the other major sign is the absence or presence of clearly obvious sales targets and sales performance, along with service scores on the backroom wall.

Retail is a competitive business and highlighting the performance in sales of a team member seems to be an area of question to some retailers. Some retailers simply do not have sales goals in the business, and without a goal and objective, staff are not motivated to achieve. We regularly use the metaphor of a sporting team who's primary objective is to win the game, without this objective, what is the point in playing in the first place? A retail environment should be the same, whereby all staff have the ultimate goal of making sales.

Essentially, a retail business is a sales business that differentiates in brand, position, offer and process, yet many retail businesses don't focus on sales and as a result sales culture and consequences for the sales performance are lacking.

There are other questions that we typically ask in our diagnosis, although if you can honestly answer yes to each of these 15 questions, you have a "fit" sales culture. If not, then a major part of your...
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