A Good Read
GROWING YOUR BUSINESS
My specialties are Sales and Motivation, and I have been at it for more than 40 years. I read a quote long ago that stuck with me. It was, “You learn the most after you think you know it all.” I don’t recall who said that, but the concept makes a lot of sense. As someone who makes a living giving selling advice to retailers, I recently discovered that I had a lot to learn about some other important aspects of retailing. It happened when I read The Retail Doctor’s Guide to Growing Your Business, and it didn’t take long. Before finishing the first few chapters I started handing out copies to my clients.
Bob Phibbs
Bob got my attention right at the start by making the point that revenue isn’t necessarily profit. As mundane as that sounds, I realized that many of my own clients are making the mistake of marking down merchandise to get rid of it, or having needless, non-profitable sales that attract the wrong customers.
Then came lessons on the store layout, traffic patterns and case merchandising. These are also areas of retail where I claim no expertise. I now find myself looking at these things differently. Discovering how and where to put what you prefer to sell is vital.
I do possess deep experience when it comes to recruiting and interviewing salespeople, but here again I got my eyes opened up to several new (to me) approaches and philosophies to use. For example, I hate “Help Wanted” signs in store windows, but Bob shows a way to word and use them effectively, and points out who the target audience is.
“Aha Moments” continued for me throughout the book and I feel certain they will for you as well. So rather than try to learn from my sketchy review here, get down to your favorite bookstore or Amazon and get a few copies. I am certain you will want to share what you read.
July 15th, 2010 at 5:26 pm
I repeatedly hear Ron referred to as the Retail Guru, so when the Guru says to get the Doctor’s book I will do it. It must be a good one.