10 SEP-OCT 11
“The weather is killing business.”
“The economy is keeping people from buying.”
“My competitors are copying my lines and breaking price too soon.”
“High gas prices are keeping customers from traveling.”
“My sales people aren’t working hard enough.”
“We have always done it this way in the past.”
Blah blah blah… Excuses seem to be a part of some retailers’ genetic makeup. We’ve all heard excuses and perhaps even used a few of them ourselves. We use excuses to divert blame to an uncontrollable circumstance or element. Blaming the weather or the economy when business is not good is much more convenient – and internally palatable — than more introspective approaches of problem solving.
By one definition an excuse is an expression of regret for failure to do something. In other words it is a justification or a reason why something did not happen. It was recently suggested to me that what I have chosen to label as excuses might actually be business problems. I will concede that point: Bad weather certainly can hinder sales. And yes difficult economic times will make some customers pull back.
In light of these “business problems” the question that needs to be asked is: Why do I see so many stores doing so incredibly well? Recognizing the difference between a true business problem and a lame excuse can go a long way toward improving not only the way you approach your business but perhaps your outlook on life in general.
I recently asked my clients this question and one of the responses is enclosed nearly verbatim. (Honesty compels me to admit that I took out the names; my editor took out some words generally considered a bit vulgar in print.) This retailer said it better than I ever could.
Dear Ritchie
Good question! I too have heard (and used) weather and economic issues as my number one and two excuses. However my weekly chats with [another retailer] made me realize that we’re both…
Experiencing the Same Conditions
Experiencing the same weather and economic conditions and yet her store was rockin’! I needed to stop being a “Candy-_ _ _” retailer and relying on lame excuses. (You may use this verbatim if you wish!)
Overcoming Challenges
Our weather has [been awful] and yet I still had a “Kick-_ _ _” Month! In other words I have great solutions not excuses!
Strategies Implemented
- On the RMSA front I kept track of my best-selling subclasses and filled in throughout the month in those areas.
- On the customer communication front I made a conscious effort to get out no more than one e-mail per week. Every other week I ran promotional specials for my Facebook fans.
- I took advantage of the Mother’s Day Holiday and sent out a postcard mailing to all of my customers.
- I printed a “Best Customer” list and had my employees call and invite them in to see our new Spring Merchandise.
- Last but not least I printed a “New Customer” list and my employees and I have been writing hand-written Thank You Notes to all of our new customers including a $25.00 Gift Certificate in appreciation for them shopping at my store!
Above all I am a very present store owner! For the most part I am in my store at least six days a week! When I hear people grumbling I can’t help but think that they’re just too lazy to do the work.
Hope this helps!
P.S. — Latest excuse from a fellow retailer — not enough foot traffic! (aka – candy-_ _ _ retailer!)
Wow! You know what my editor took out though I am sure we have all heard far worse but there is no missing the point. Quit complaining and pointing fingers. Simply put no more excuses.
Take a moment to step back
Take a long look in the mirror at what you can do to change your own business problems. Your approach may differ from the one above but the point is to train your thought process to focus on the positive and see just how quickly things begin to change for the better.
Contact Information
Ritchie Sayner is vice president of business development for RMSA a national retail consulting company specializing in sales and inventory forecasting. He invites readers to “Send all of your old tired lame excuses to me at RSayner@rmsa.com. By doing so you will be getting rid of them once and for all.”
Summary
The article discusses how retailers often blame external factors like weather and economy for poor business performance rather than addressing internal issues and adopting proactive solutions. It shares a retailer’s experience of overcoming similar challenges by implementing strategic actions such as targeted promotions and customer engagement emphasizing that success comes from taking responsibility and making positive changes.
“Quit complaining and pointing fingers. Simply put no more excuses.”
Real-World Examples of Overcoming Business Challenges
Here are some examples of businesses that have successfully overcome challenges by focusing on solutions rather than excuses.
- A local coffee shop faced declining sales due to a new competitor opening nearby. Instead of blaming the competition the owner revamped their menu introduced a loyalty program and hosted live music events to attract more customers.
- An independent bookstore noticed a drop in foot traffic. Instead of attributing it to the rise of e-books they organized book readings and community events partnered with local schools for book fairs and increased their social media presence to engage with the community.
- A family-owned restaurant experienced a downturn due to high local unemployment rates. Rather than using the economy as an excuse they introduced affordable meal deals started a delivery service and collaborated with local food bloggers to increase their visibility.
