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SOLVING JUST one problem is liberating, giving you the confi - dence, insight and skills to deal with the next set of diffi culties. As a small business owner, you are a natural optimist and risk taker. Being hopeful is easy in the short term, yet wishing for less demanding customers, more motivated employees, and more cash in the bank requires far less intellectual work and emotional effort than making an honest as- sessment of your business. By opening your eyes to issues you would rather ignore, you move
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directly to solving problems and creating the business of your dreams. Customers. Do you think
your customers have out of con- trol expectations? Dismiss the idea that dissatisfi ed customers are outliers. • Scrutinize Complaints.
Pinpoint who is complaining, such as new accounts, long time customers, or everyone in a particular neighborhood, and what their concerns are. Look for patterns of customer frustration, and look harder for common threads, if the issues seem dis- persed. Deal with sources of the complaints, which may mean correcting the behavior of an of- fending employee, reorganizing a dysfunctional department, or educating your entire team on the right way to promote a new line to existing customers. • Analyze Returns. Check
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114 May 2011
LOWMINIMUM ORDER Buy By The Piece Or
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product descriptions and imag- es for accuracy. A problematic merchandise category can be discontinued and replaced with a more profi table line, and cus- tomers can be qualifi ed to make sure that service packages are appropriate for their needs. • Keep Promises. Find out
whether your company is ad- hering to its schedules, delivery commitments and lead times, as communicated to customers, by calculating the percentage of
continued on page 116 INDEPENDENTRETAILER MANAGEMENT
GREAT
SPRING & SUMMER STYLES!
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