February: Rekindle Loyal Clients & Reach Out to New Ones

     It seems appropriate, after overspending in December, cutting back on everything in January; that we should have a date, like Valentine’s Day, celebrating bonding, love and relationships. This is an opportunity to remind our clients, alliances and providers that we are important to each other. It’s time for us to rekindle our ongoing relationship with our clients and build new ventures.

I have become more familiar with Douglas merchants. We talk about the good, bad and the evil. And, there are some simple business basics that we often overlook.  Allow me to explain:

1. Celebrate the Holiday Calendar by creating either special promotions with a media ad, window signage, or simply a tray of cookies, candy. The calendar for me goes like this: Valentine’s Day, St. Patrick’s Day, April fool’s, Mother’s Day (biggie), Father’s Day, Fourth of July, Back to School. Labor Day, Halloween, Thanksgiving, Christmas/New Years.
   
2. Each of the above is an opportunity to connect your business with ongoing and new clients. Particularly if there is a 10% discount on a service or product, or any kind of promotion. If you wish to share an idea on how to celebrate the Holiday Calendar, send it to carlos@douglasazchamber.org
   
3. As merchants, we try to see the glass as half full, however, keep your inventory lean and your service delivery high, until we see a spike in consumer demand. If you stock six of something, cut down to three. Inventory is money owed. I would rather it be a manufacturer’s problem than mine. I can get items shipped within 72 hours to Douglas.

A few tips on how to make the most out of Retail Calendar promotions during a recession era:

1. Post Hours of Operation Clearly. And be open when the schedule indicates.. The only way to sell is to be there. Don’t leave your store when it is slow, or to do another non business project. A client will only make ONE visit to your store, find you closed when you say you are open, and never come back.
   
2. Post a Product or Service Policy clearly for clients to see. For example, “All products exchanged within 30 days with valid proof of purchase,” or “We exchange products in as new condition for products or similar value.” 
   
3. Post a Price List of services or products, or have each product priced on the packaging. Not posting prices or an hourly rate for services, hints to clients that everything is “negotiable.”
   
4. Give a Dated Receipt or Proof of Purchase. No matter how insignificant a purchase, give/keep a copy of the transaction.
   
5. Keep a Professional Look to your business and this can be explained in one word: Organization. Spend a weekend organizing products, drawers, files with one objective in mind: So everything is easy to find, and easy to keep clean. Sister Ann Patrice always said, “Cleanliness is next to Godliness.”
   

I wish you great business. Your comments are welcomed.

Carlos Valenzuela, President
Greater Douglas Chamber of Commerce
carlos@douglasazchamber.org