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Relationship Marketing: Skate Boarding Shop November 30, 2007

Posted by David Dirks in Building Foot Traffic, Public Relations Strategies, Retailer Store Strategies, Sales Tactics.
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Good grief.  I was at my local ski shop the other day, picking up our ski rentals for the season.  Right next to the ski shop is a skate boarding shop.  While waiting for a few things, I decided to walk over and take a look around the skate shop.  I encountered the owner and we chatted a bit.  I asked him how business was going and things like that. 

Of course, it didn’t take too long for me to ask: do you collect any information on your customers when they come in to shop and buy products?  Simple things like, name, address…and email?  Let’s see, skateboard shop with twentysomethings and tweens who frequent the shop are into email and instant messaging, text messaging…it’s their way of life. 

His answer:  No, we do not collect information.  And he said it as if, well, we hadn’t thought about that.  Me: how about if you host a special event here at the shop…wouldn’t it be easy to email your customers about the event?  How else would  they find out about it?  What if you started a free electronic newsletter and offered that to all who are willing to share their email address?  Wouldn’t that be a great way to maintain contact and build a relationship?  What if you had a special sale…just for those on your email list? 

I could have went on and on with ideas to promote his business but I stopped.  It was clear he wasn’t getting it.  I did offer that you didn’t need to  have some fancy PC database management software to collect customer data…how about a simple 3×5 card that has the name, address, phone, email of your customer?  Just simply ask them at the point of sale.  Most of the time they’ll say ‘yes’, of course.  Especially if you tell them that they will receive a free newsletter on skateboard, ‘invitation-only’ events, special sales, etc.

I look a the expression on his face.  He’s not buying it.  I’m apparently not selling it well, either. 

We grabbed our ski rentals and headed out the door.  Of course, I’m thinking: here’s a guy with a store, hidden off the main street, that needs every bit of promotion and customer relationship building he can get…and he doesn’t see the need to start building a relationship by maintaining contact with people who might drop into his store.  Small thinking.  Too bad.

Achieving your goals November 15, 2007

Posted by rickbron in Achieving goals, Bronder On People, Bronder on Vision, Uncategorized.
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p5130012.jpg  Get what you want! The Big Dogz know how to get what they want. They set goals and achieve those goals at a much higher rate than others. How do they do it? Well, there are many models for setting and achieving goals, but most of them follow a basic set of steps to identify and accomplish goals. Here are those steps: 

1. Make sure your goals are really your goals.

Focus on those goals that you want to achieve. Just because someone else is success at starting a new business does not mean that is the right goal for you. Many times we listen to our managers or co-workers and focus in on doing what they say is a good goal. The Big Dogz know this strategy can only lead to defeat. 

2. Base your goals on principles that are important to you.

What are your values? What do you think makes a good person? What is important to you? These are some of the questions you might ask when determining your goals. If you feel that helping people is a virtue, then a goal around the concept of helping others would be a good fit for you. Begin your goal setting by identifying key (5-6) principles that you believe should guide your life. This process takes time and may need adjusting after you begin to execute your goals.  

3. Set goals that you believe are possible for you.

It is just as frustrating to set goals that are too easy as it to set goals that are too difficult. This is not to say that you should not stretch yourself. The Big Dogz do this by thinking about what they can do, and then adding a little bit more. Goals that are challenging are exciting and achieving those goals is very rewarding. 

4. Develop a metric to measure your progress.

A goal without a metric is a wish! A metric is quantative and date related. Having a goal to become rich is not an energizing goal. The definition of rich is relative and when will you become rich is also relative. Try quantifying the goal;  I will have a $10 million net worth in 5 years is a much stronger goal.  

5. Document your goals.

Physically writing your goals reinforces the commitment to those goals. Yes, I have goals and they are in my head is a common response. The Big Dogz know that the more you write your goals, the stronger the commitment you have to achieving them. Some successful people actually write their goals on index cards and carry those cards around with them.  

6. Share your goals with people you respect.

Sharing your goals with others can be a very productive way to motivate yourself. A word of caution for the selection process; select only those people you respect and who return the respect for your goals. Beware of the “dream thieves” who will tell you that your goals are not attainable. Using others to discuss your goals is an effective way to get goal adjustment and to even get some specific tips on how to accomplish your goal. An excellent person to share your goals with is someone who has already accomplished what you want to accomplish. 

7. Develop objectives and action plans to accomplish your goals.

For each of your goals, break it down into manageable pieces complete with specific actions that must be done. Make sure the objectives also have metrics. The Big Dogz know that by breaking goals into objectives and objectives into action plans, the goal accomplishment process becomes more fluid and the success rate is much higher. For each objective you set, establish a personal reward for achieving that objective. 

8. Set up regular status meetings on your goals.

Use your calendar to set these meetings. Allow sufficient time for you to review your progress. Hold yourself accountable for progress. The Big Dogz are more ruthless with themselves than with others. Document your status in a written report. Use a format similar to most project status meetings:What have I accomplished?What problems am I experiencing and what am I doing to overcome them?What do I plan to accomplish before my next status meeting? 

9. Re-evaluate your goals based upon your progress.

Your first action after your status meeting is to reward yourself for your accomplishments. Next, look at your progress relative to your metrics. If you are over achieving, then set your goal higher. If you are struggling, look at what you need to do to recover or perhaps you need to adjust your goal. Having unrealistic or unachievable goals is de-motivating and can spiral into defeat. The Big Dogz are constantly assessing their goals and when you do that, you will get a much better sense of your capabilities and will get more attainable goals. Now is the time to re-write your goals to reinforce your commitment to achieving them. 

The above steps define a basic roadmap to setting goals. You may want to customize the goal setting process for yourself. If you are like most people, you are missing some of these steps in setting and reaching your goals. If you are one of the Big Dogz, you are going “Yeah, yeah, I do that!”