You Can Compete

This is a review of the book You Can Compete-- Double Sales Without Discounting, by Bob Phibbs.

You Can Compete!

This is a great straightforward read. It offers practical and simple to implement, small tactics to differentiate yourself from the big boxes. Instead of modeling them—cutting down on services and stock piling merchandise and heavy couponing—hire and train people full of product information and teach people to be sales people, not cashiers.

Phibbs has an easy 5 step approach to approaching a customer – and goes beyond the overused “are you doing ok”? I was in a big box after reading this and counted 8 times this was chanted to me, and I was in the store less than ½ hour. I agree with the author, this becomes distracting—can’t I just look? (Geez, I was standing in front of envelopes!). I left without a purchase—I couldn’t think.

He gives a step by step approach to training – and why the first 30 days is the best you’ll get from a new hire—unless you build a process and “inspect what you expect”.

Discounting doesn’t work—in fact I train how it works against you. I know which stores provide a coupon and there are multiple times I have pulled in front of the store, discovered I don’t have the coupon, and drive away without coming in for my purchase!

I also have a story of his examples of how signage can create a “sales prevention” department. Signs that say “don’t’ touch”—displays are meant to be touched! My favorite hates are those saying “no soliciting, no change, no bathrooms”. I was recently in a big box with a sign on a copier (that you pay self serve per copy) “15 minute limit”. The retailer went to the expense of putting in a copier, hoping it’s a profit center, and now tells you not to use it.

This book is not only how to compete, how to change and how to differentiate. There are plenty of reasons to choose an independent vs a big box—if yours is just to “support the little guy”, stop and buy this book before you close your doors, content its their fault. You have a lot to offer, read this and get energized.

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