Laurel Tielis

Hot, steamy sex is one definition of passion. But a powerful or compelling emotion is another. And in business, it’s the second definition you want to convey to customers or clients. You want them to know how intensely you feel about working with them, and how dedicated you are to doing it.

Because it’s the enthusiasm you bring to your store and your story that differentiates you from competitors. You can’t be halfhearted at a time when the economy is in turmoil, and brick and mortar stores are challenged by online retailers.

Remember Show and Tell?

So how do you let people know how much you value them and their business? You “show” your passion in everything from the way you listen to, and learn from, your customers. It’s there in how you merchandise your store, and display products. It shows from the attractive and eye-catching entryway and window, to the appealing dressing or seating areas, to the cleanliness of the restrooms.

It’s also the way you answer the phone, and how promptly you return messages. It’s in your smile and your service. You show your passion for you business in everything you do.

You also convey the intensity of your connection to your customers by aligning with other retailers in your area, by sharing your expertise through presentations in your community, and by supporting and partnering with a local charity.

Tell Your Story to Increase Sales

You “tell” your passion in mainstream and social media. Anything you do that’s out of the ordinary, that contributes to your brand, to making you a destination—whether it’s a theme party, a special service, or a change in your hours or your venue—needs to be written about on Twitter, posted on your Facebook page, discussed in your blog, covered in your e-newsletter (extra points for creating a hard-copy one that you distribute in-store and mail out to your clientele),  mentioned on your website, and distributed through press releases.

Set up Google alerts so you’ll know when your business is being discussed online. In addition, respond promptly to comments or criticisms on social media.  Check your Facebook wall, read tweets that mention you as well as direct mail on Twitter, reach out to Yelpers and Citysearch commentators, and keep your eye on YouTube.

If you’re not happy with a comment, respond to it and see if you can mitigate it. Or, get satisfied clients, customers, colleagues, vendors, and suppliers to post information that supports you.

Want to make people you sell to feel heard? Establish a “moan-phone,” a direct contact line for people to share their concerns or problems with you. If you can’t set up a dedicated line, initiate a specific time for customers to call when they know they can get direct assistance.

You need to be a good communicator to build business. Start with a good story, tell it in an interesting fashion, and keep the focus on What’s In It for the Customer/Client.

Establish one-on-one relationships with a wide range of people–everyone from
journalists to bloggers to other influencers; people who are known in the book business as “big mouths.” If you create good relationships with one or two well-known bloggers, you can parlay that to getting attention from others at that level.

Whether or not you’re a football fan, think about this advice from winning coach Vince Lombardi, “If you aren’t fired with enthusiasm, you will be fired with enthusiasm.”

Want more ideas about bringing in business? I can help. I’ve been a retail reporter at Women’s Wear Daily and Home Furnishings News, a columnist at the Miami Herald and a correspondent at People magazine.

I’ve also handled the marketing and public relations at major corporations and small businesses. Need a speaker or a consultant? Get in touch at ringupmoresales@gmail.com. Or, for easy and effective ways to bring in more business, read Ka-Ching! How to Ring Up More Sales.

Copyright © 2011 Laurel Tielis

Filed under: business, retail Tagged: | communications, customer appreciation, marketing, mass media, social media