contact HGO      +1 613.475.4704

Opinions

 Home / Article: Are you asking for the order?

Are you asking for the order?

 29 April 2019     Donald Cooper 

While speaking at a conference in Denver recently, I decided to explore downtown a bit. When the weather suddenly changed for the worse, I hailed a cab for the short $6 ride back to the hotel. That’s when I met Amin from Eretria (in east Africa).

Amin thinks like a businessman. He looks for opportunities and asks for the order. He asked where I’m from and what brings me to Denver. Then, he asked the ‘money’ question. “When was I flying back to Toronto?” Amin warned the hotel would offer me an expensive limo to the airport while he, Amin, offered me and money-saving flat rate, any time of the day or night. “I’d love to have your business.” he said as he handed me his business card with name and cell number.

This guy is sharp. In just two minutes he turned a $6 fare into a $70 add-on sale. He understood the possibility, he was prepared, he asked for the order – and got it. How else could you be helpful to your customers or prime prospects? Have you listed all the possibilities? Are you prepared and have you the guts to nicely ask for the order?

A few years ago, my wife and I bought mountain bikes to have more healthy adventures. As soon as we selected our bikes, the young ‘keener’ salesman handed us an ‘info sheet’ listing on one side of the page all the available accessories for our new bikes, from front to back. On the other side of the page was a complete list of all the accessories for us, from head to toe. There was a checkbox beside each item and a price range of product available. This included books, maps and guides about biking in our area, an invitation to join their cycling club and the name of a travel agent who specialises in organizing luxury bike tours of France, the Netherlands and Italy. Brilliant.

The accessories came to more money than the bikes, with much higher gross margins. This shop was sharp, they understood, they were prepared, and they nicely asked for order by giving us the list.

In my experience, 90% of your target customers are not aware of all the value you offer. It’s not their fault. The easiest and most profitable way to grow your business is sell more ‘help’ to the people who already like you and trust you.  So, what might this look like in your business?  How soon will you sit down with the best minds and hearts in your business to explore this extraordinary possibility?

Here’s something else to think about:
More evidence that you need to be a darn good employer. Even the best employers can’t find enough staff. According to Fortune Magazine, the top 100 ‘best businesses to work for’ in the United States currently have 187,000 unfilled positions. If the best companies to work for have that many openings, what chance do you have of finding the people you need?

The real battle in business today is the battle for talent. What will you do to create the compensation, benefits, business environment and culture that attracts, inspires and engages the people you need?

Not so sunny in the California. If have a minimum wage job in San Francisco, you’d have to work 177 hours a week to afford the rent for an average one-bedroom apartment. That’s 25.3 hours a day, seven days a week. Do the math.


LVM Regular Banner (Ongoing)
Zucora
This HGO article was written by:
Donald Cooper
Donald Cooper

Donald Cooper has been both a world-class manufacturer and an award-winning retailer. Now, as a business speaker and coach he helps business owners and managers throughout the world to rethink, refocus and re-energize their business to create compelling customer value, clarity of purpose and long-term profitability.


The HGO Merchandiser
Spring 2019
Spring 2019
Winter 2018
Winter 2018
Fall 2018
Fall 2018
Summer 2018
Summer 2018

 View all editions of The HGO Merchandiser.

  About HGO

Home Goods Online.ca and its accompanying newsletter - HGO This Week - covers the furniture, bedding, appliances, consumer electronics, accessories, lamps and lighting and floor coverings product sectors of the big ticket home goods market in Canada. HGO is also a forum for the dissemination of market research and hard-hitting articles on best practices for Canadian retailers.

  Contact Us
  Home Goods Online

Published by:
Windsor Bay Communications Inc.
P.O. Box 3023; 120 Ontario Street,
Brighton ON Canada K0K 1H0

Tel : 613.475.4704

Fax : 613.475.0829
Mail : contact us