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Special Contributors - Newest Articles
The most important customer is the one in your store
Other Contributors
Written by Albert Marrache   
ImageEvery independent furniture, mattress and major appliance retailer in North America has the same problem. The need to increase profit without adding cost. Compounding the problem is there are fewer and fewer consumers walking into furniture stores every year.
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The six objectives of good communications
Donald Cooper
Written by Donald Cooper   
ImageEverything we do in our business communicates who we are, what we stand for and why our target customers should buy from us. Everything we do creates or destroys confidence. There are literally hundreds of ways that we communicate and they should all help us achieve the following six clear communications objectives.
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Five steps to becoming famous
Donald Cooper
Written by Donald Cooper   
ImageIn business, famous is good. Famous is larger than life! Famous has visibility and credibility!  People flock to famous. They tweet and blog about famous. They pay more for famous. The media promotes whatever is famous, which makes it even more famous! Being famous creates powerful marketing opportunities and makes a huge difference to the bottom line. We're not talking Hollywood famous here, but rather being famous to your target customers, in your chosen market because that's all that really matters.
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The dynamic showroom
Other Contributors
Written by Pat Kelly   
ImageRetailers are bombarded daily from all sides with new technologies that are all designed, apparently, to get consumers to buy what we sell. While managing these new multi-media marketing tools is both necessary and important, we are still bricks-and-mortar merchants serving customers still want the touch and feel of a personal shopping experience.
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The power of commitment
Donald Cooper
Written by Donald Cooper   
ImageMost businesses talk about ‘goals targets, aims and objectives' and it's a mistake. They have sales targets, profit objectives; customer satisfaction goals and they aim to do this and aim to do that. The problem is words like ‘goals, targets, aims and objectives' leave way too much wiggle room for your staff not to perform. We should replace all of those weak, wishy-washy words with one powerful word: commitments.
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Be your customer's wise choice
Donald Cooper
Written by Donald Cooper   
ImageAre you the ‘wise choice' for your target customers? This simple but profound question is one I've been asking clients for years. If you're not the wise choice, stop whining there's no such thing as customer loyalty and do the work to deserve the loyalty you need and want. Don't expect customers to be stupid, uninformed, gullible or forgiving of your mediocrity. They can get what you sell 50 other places and they know it.
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