There are many reasons to be smiling right now

On the first day after New Year’s, I spent an hour looking for research about whether there’s a connection between a good mood and turnover in shops. To put it simply: There is.

1. It has been proven that customers, whether they’re impulse shopping or making a planned purchase, shop more when they’re in a good mood.

2. It has also been proven that a positive attitude is contagious. When the employees are happy, it spreads to the customers as well.

3. Several studies also show that some people shop as a way to feel better. Shopping helps – it protects against a bad mood.

Do more of what you’re good at

All talented salespeople keep both hands on the wheel in rough seas, and it’s completely natural to ask yourself these questions: “Am I doing something wrong? Should I have focused more on online shopping? How about live shopping? Should I have restructured? Done more?” To that, I have one reply: “Yes, do more of what you’re already good at.”

Learn from history

History is full of examples of businesses that strengthened their brand during tough times. During the great depression of the ’30s, Kellogg’s doubled its advertising budgets and came out of it as a market leader. Toyota seized the American market by investing in branding during the oil crisis of the 1970s. Netflix over-invested during the 2008 financial crisis, while Coca-Cola increased its advertising budget during World War 2. The head of the latter, Robert Woodruff, ordered his company “to see that every man in uniform gets a bottle of Coca‑Cola for 5 cents, wherever he is and whatever it costs the Company.”

I’m not telling you to increase your advertising budgets. I’m simply telling you to strengthen your brand. For a salesperson, your shop is your brand, and it is in the shop that your brand, customer loyalty, is built. The vast majority of Texcon members have taken market shares in the past three or four years because we offer the customer experience people want. There’s nothing to suggest that it’s now a good idea to make changes on impulse.

Keep doing what you’re good at but reinforce it. And don’t make changes that you lack both money and resources to implement.

If you instead spend your energy on doing 10-15% more of what you’re already excellent at, then you’ll see results.

1. Get 10-15% better at the customer experience

I recently spoke with a member who said: “We’re not good at websites and social media, but we’ve seen a growth of nearly half a million because we know our customers. We care about them, and we’re interested in them. This has helped us build customer loyalty. Lots of people stop by and say: ’It’s so nice to shop here.’”

I’m not saying that online shopping isn’t important, but if you haven’t gotten started with it yet, then this may not be the time to do so. That is, unless it’s well-planned and you’ve got the resources to do it.

2. Improve cooperation with key suppliers by 10-15%

The period we’re entering requires us to be smarter when purchasing, which means that your best suppliers the key to success, because they get you, they know you, and they want you to succeed. Find your way to your key suppliers, work as a team, and make conscious decisions together.

3. Focus 10-15% more on expenses

At Texcon, we’re good at watching our expenses. Tighten your focus even further during the period to come, so that they don’t get out of hand. If you keep an iron grip on your expenses, you can handle some fluctuations at the top.

4. Give your employees 10-15% more self-confidence

Good training and empowerment are absolutely fundamental if you want to achieve commitment. I firmly believe that we at Texcon are better than most chains in terms of coaching our employees. The fact that we teach our employees the craft and keep teaching them is highly important. You don’t have to send them off for a workshop. Instead, go forth with a good attitude and as a good example. The salesperson who takes it to be obvious that a customer is visiting the shop to buy something will sell more. Cultivate your customer! Show that self-confidence, combined with an ability to listen, leads to success. 

Happy New Year!

Thomas