WHAT CAN I DO TO HELP MY CUSTOMERS FEEL MORE GENEROUS WITH THEIR SPENDING THIS SEASON?
Q: Our sales in November were disappointing and I can’t help thinking that all the bad news recently, from terrorism to divisive politics, has taken a toll on consumer confidence. What can I do to help my customers, and my employees, feel more festive and generous with their spending this season?Steve Pruitt: World events are challenging. You’re right—the media pushes out bad news and consumer confidence can get a little shaky. So, where does that leave us merchants in the face of holiday sales? It’s all about having a good attitude. Create a cheerful environment. Turn off the media, play holiday music, and enjoy friends and customers as they drop in for a little cheer.
Also, recognize that these circumstances are putting pressure on inventory. Focus on selling the most seasonal items or categories and make sure your staff has a strategy to push them. This is the time when we all need to be cheerleaders on the floor. Don’t let the conversations get negative. Have a smile on your face, welcome your customers in, and deliver the business. Be a strong example for your staff and look ahead to a great New Year.
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