What Distinguishes My Business and Real Estate Investment Coaching and Consulting Practice From Nearly All Others and Is The Foundation of My Results Guaranteed Coaching Program

Fail Proof System!

There is a fail proof system to organize and manage any business. In fact cities and countries should use the system. Note this does not mean it is cookie cutter. It must me adopted for your company.

Successful Experience

I have extensive experience as an executive, business owner, entrepreneur, consultant and coach in the following industries:

Real Estate Investment – the focus of my business now
Retail
-Restaurants
-Convenience Stores
-Women’s clothing (big international business)
-Auto Parts
-Motorcycle
-Drugstores
Manufacturing
-Heave equipment
-high tech
-Auto Glass
Distribution
Internet
-Service Provider
-Social Media
-Marketing
Long Haul Trucking
Utility Trailers
Excavation
General Contracting/Construction

A number of the businesses are very large. One is more than $15 billion. Others are small to medium size companies and I have helped many independent entrepreneurs. This experience led to fine tune systems for success. Last year I released my first book “Building Business Profits Fast

Enhanced Systems

I have since been coached and mentored on enhanced system which are touched on in the book but not in-depth. The three main parts of the enhanced system are:

1. Organization Development or the Org Board
2. Admin Scale or The Spine
3. Management by Statistics

The scope of what are in these three categories is extensive. If we work together you will know the source and I will guide you step by step on how to implement these major tools. For now here is a brief summary

Org Board

Every company has 7 divisions and this applies to whether you are one person or millions. Knowing how to set up and manage your company within the structure of these divisions literally takes out the guess work in how to succeed. The next two areas actually fall under the umbrella of the org board – or at least that is how I think about it.

Admin Scale

My mentor refers to this as The Spine because like the human spine if one of the parts are damaged or out there is great pain. The Admin Scale consists of

Goals
Purposes
Policy
Plans
Programs
Projects
Orders
Ideal Scenes
Stats
Valuable Final Product

Before I continue with the last part I want you to know that my coaching and consulting work accelerates the implementation of all of this by my attention to what is most important now and the gradually painting the entire picture. My message to you is do not be intimidated by the scope of what I am briefly describing here. Welcome it because you are now learning about the processes that if followed mean you cannot fail. You cannot!

Management by Statistics – There are 6 Basic Statistical Trends

(From a priority point of view capturing the data and running the graphs are just about the top of the list. This specific tool is the  reason I can confidently offer

Results-GuaranteedResults Guaranteed Coaching 

Non- Existence
Danger
Emergency
Normal
Affluence
Power

I am including one example of one graph. Here is the important point: once you know the condition (what graph you are in) for any function, division or overall company performance there is a precise formula you follow for that condition. To follow it effectively the principles of the Org Board and Admin Scale must largely be in place.

affluence stat

Most of the detailed implementation steps that are published on my blogs and in my book are all used depending on the scope of the project. Going into all the details on marketing actions, The Gold Formula tm, Financial modeling, training and development is outside the scope of this article.

Schedule a Free Consultation and let’s see what will have the most value for you and your business. Click Here

 

Intellectual Understanding Does Not Mean You Will Implement 

One of my clients this morning told me the number one benefit of my program was keeping them focused on what is important.

In my experience people make a lot of progress during coaching and lose momentum if they interrupt the coaching process. For a Free Coaching Consultation Click Here  

May Your Success Exceed All Your Dreams and Desires

Steve Pohlit, Managing Partner
Steve Pohlit International, LLC Email Ph 727-587-7871
Connect on
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Steve Pohlit, Business and Real Estate Coach, Consultant, Real Estate Investor. Published Author, Professional Speaker
Steve Pohlit, Business and Real Estate Coach, Consultant, Real Estate Investor. Published Author, Professional Speaker

 

Success Mastery – Simple Actions To Jump Start The Profit Performance of Your Business

Build Business ProfitsOne of the simplest and most valuable things to do is look at your business from the perspective of your customer. If you have a retail store, shop it or hire a mystery shopper. If you have a customer service center, call them. If you develop information products that you sell on line, ask your customers 90 days later how they have benefited from the product and what else they would like to have seen included. If you have a membership program, and someone drops out, stay in touch to find out what it takes to get them back.

Recently I discontinued a membership program where I was paying a lot of money each month – much more than $100. I have not received one call or even one email asking me why. This is really amazing considering how much money it takes to get a person to sign up for the basic plan yet alone the plan I was in.

Here is another very valuable suggestion.   Follow Your Instincts! I have said this before and will be saying it in many articles in the future. Every client I have worked with knew the fundamental solutions to the issues they asked me to help them with. For a whole host of reasons they didn’t act and accepted inertia. In nearly every case the solutions were obvious and intellectually simple.

Right now list the top 3 issues that are holding you back from making breakthrough profits in your business. Then start devoting at least 80% of your time solving those three issues. Once solved, do it again and keep doing it. Simple stuff.

For Your Success!
Steve Pohlit, Managing Partner
Steve Pohlit International LLC

Ph 727-587-7871
Email 

Trump e1345082132859 A Very Surprising Outcome To A 2 Minute Presentation

Steve Pohlit, International Business
Turnaround and Real Estate Investment Coach

PS Be sure to check my Results Guaranteed Coaching program.

Tampa Florida Business and Real Estate Coaching and Consulting Firm – Guaranteed Results!

Hello and thank you for your interest in my Guaranteed Results Coaching Program. Coaching and Consulting services are offered by my firm Steve Pohlit International. Most of the work is delivered by me personally. At times certain details are completed under my direction.

Take This For A Test Drive – FREE Coaching Session Click Here

Guaranteed Results Is A Bold Statement.

Let me be even more clear. We will agree on a financial performance target in the next 3- 12 months and you will hit it. If you don’t then we keep working until you do or you say stop and I will refund your money.

For Example:

You have a business with many employees and while you are working night and day your personal income is shrinking. No Problem
You are an entrepreneur and you want to get off to a fast start – maybe (I know God forbid) you are excited about MLM No Problem
You are an international company with many complex issues. No Problem
You are a real estate investor who has been taught by all of the Gurus and you are having difficulty finding or getting a deal done. I can offer a special program for you in Tampa Bay and Chicago where we guarantee you will do a deal and make money.
You are looking to buy a business or thinking of selling one. You will be well served by talking with me. I have a lot of experience in both sides of the transaction.
Send me an example of your situation and I will confirm I can help you or not.

I Understand The Weak Promises and Guarantees In The Market

They are offered with so many conditions that there is very little chance of you receiving your money back WHEN you are not happy. I have only two conditions:

1. We jointly agree on the daily weekly targets that will absolutely be measured
2. You complete the agreed upon work.

If you do these two things, you cannot fail. To start I need information from you so I can determine if you qualify. Part of the qualification process is a complimentary coaching session. During that session you will receive 1-3 ideas and tools that will instantly mean a huge difference in results. So if we are not a good match, you will still have my most powerful tool for getting results. Please Click Here to start

The Only Thing That Matters Is Your Success

Contact Steve Pohlit
Email
Click Here To Prepare for Complimentary Coaching Session
Phone 727-587-7871

Steve Pohlit, International Business Turnaround, Real Estate Investment and Life Coach
Steve Pohlit, International Business Turnaround, Real Estate Investment and Life Coach

Most Retailers Miss This Huge Black Friday Opportunity

The ads are prolific for the biggest retail sales day (not profit) of the year…Black Friday. However, most businesses including physical retail store never go the extra step of developing a relationship with their customer.

Black Friday Sales are Brisk and Largely Unprofitable – Should Be Viewed As Lead Generation

Shopping Savvy customers are more often than ever making their list of deals, buying the deals and leaving. Cross over selling is declining. This means that most of the sales on Black Friday are unprofitable or just slightly profitable. Attention: take advantage of Black Friday’s increased traffic and look at it as a great lead generation opportunity.

Why Do Retailers Continue Black Friday Promotion If They Are Not Profitable?

If retailers do not compete on Black Friday someone else will grab that customer and there will be a loss of customer loyalty. Several years ago WalMart moderated their Black Friday and holiday promotion strategy and it was costly. Following that season they vowed never to be out of that game again. Since you are in the game capitalize on the the traffic at a minimum with a name and email capture campaign include text messaging lead capture if it is appropriate for your business.

Most Retailers Continue To Ignore A Great Opportunity When A Customer or Prospect Walks In The Door.

Customer Relationship Marketing is a huge opportunity. People want information and want to know “their store cares”. It is insane to focus on recruiting the store staffing with the right image and customer service attitude then not go the extra step to capture name and email address for a follow-up thank you.

For an increasing number of businesses adding text messaging marketing makes sense. However, it will not replace email marketing anytime soon. Email marketing and text message marketing will not replace the positive feeling someone gets when they receive a physical card. There are many businesses that should Send Out Cards.

I advise every one of my clients to implement a relationship marketing campaign.  There are numerous success stories. A recent very notable one is a company  just beginning to implement a relationship marketing strategy and the results are very positive in less than 60 days.  The winter season is the slowest time for their business. There have been cash flow problems in the past.  This season is shaping up to be very different in a positive way.

Action Steps:

Develop a customer relationship marketing strategy.  Part of the relationship is educating your customer on products, services.  Focus on the value you deliver rather than the latest deal.

Get A Business Coach! If you already have a business with more than 10 employees, Hire A Consultant who is  able to work with you part of the time on-site.

Would you like to be in the next group of very successful companies and entrepreneurs?

Contact me now.

Steve Pohlit

International Business Development Consulting
Real Estate Investment Consulting
Executive Coach

Social Media Services
New Digital Media, Inc.

Connect With Steve On:

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Linked in

727-587-7871

Email

About: Steve Pohlit CPA,MBA has been the CFO and COO of  major domestic and international companies.  Steve has extensive business ownership experience having purchased and started off line and on line businesses.

Steve offers his  build business profits expertise to companies and entrepreneurs with business coaching and business consulting.  His  focus is on building business  profits and net asset value at above average rates.  Steve incorporates health and wellness plus relationship guidance in his work as they are at the foundation of achieving all goals.

All articles published by Steve unless specifically restricted may be freely published with this resource information.

 

Top 7 Steps For Strengthening Sales and Profits In The Restaurant Industry….Actually Applies To Most Businesses:

Top 7 Steps For Strengthen Sales and Profit In The Restaurant Industry….Actually Applies To Most Businesses:

1. Know your customer!  People coming thought the door and buying should be acknowledged with an email or card and possibly more. How do you do this?  You need to have their contact information and specifically an email address and now ideally their cell phone number.

Here is an idea on how you do that: Buy them a drink or a dessert in exchange for their information.  Here is the key: when you identify a particularly important person, the owner comes to the table, welcomes them and offers to buy their dinner in exchange for the cell phone number so they can be alerted for a very special event. Now before you say this ticket could be $200 or more I ask you how worth it is to have the cell phone number for key text messages with VIP’s and I mean people whose net worth is in 8 figures. This is huge

2. Have a plan. Your financial plan should be an annual target that can then be detailed to a weekly plan.

3. Know your numbers. Traffic and sales by time of day. Track your trends. Use this information to market to your list. Invite them to slower times using incentives.

4. Use all proven marketing tools to help grow your business. These include direct mail to targeted zip codes and ads with a “hook” in publications your target customer reads and other venues like radio, participation at key charitable events, local/regional festivals that are for your target audience, on line promotions and more.

5. Have your on line credibility in place meaning a website and social media presence

6. Use a referral marketing system. Reward people for inviting their friends and colleagues.

7. Monitor the variances from plan in all areas of your business. Nothing is excluded: payroll, food costs, utilities….the gold is in the detailed analysis of the variances.

Now You Know…Success Is In The Details.  Failure is almost always a result of not consistently following the steps that have been proven to lead to success.

Steve Pohlit

Business Consulting, Executive Coach
Turnaround/Crisis Management
Temporary CEO, CFO, Controller Services
International Business Resources

Social Media Services
New Digital Media, Inc.

Twitter

Facebook

Linked in

MySpace

727-587-7871

Email

About: Steve Pohlit CPA,MBA has been the CFO and COO of  major domestic and international companies.  Steve has extensive business ownership experience having purchased and started off line and on line businesses.  Steve offers his  business building experience to companies and entrepreneurs with business coaching and business consulting.  His  focus is on building business  profits and net asset value at above average rates.   All articles published by Steve unless specifically restricted may be freely published with this resource information.

Harry Potter, Millenia Mall, Illusions

While working with a coaching client on site in Orlando, Florida I observed packed parking lots, traffic jams around Millenia Mall and filled restaurants. My comment was ” they have not heard there is a world wide recession!”

We discussed why the area seemed particularly crowded. The number one reason seemed to be that the new Harry Potter attraction had just opened at Universal Studios and it seemed be a huge draw.  So now I knew that my observation of the market could be distorted by a special event.

Later that day, I was invited to join a group at a very popular “upscale restaurant”. This place is very near Tiger Wood’s home.  My definition of an upscale restaurant is one where the dinner check for two including tip is in the $200 plus range.

After a marvelous dinner, I met the owner. I had a comment and a question. My comment was about the wonderful dining experienced I just finished. I assured him I really enjoyed it as did the  business people dining with me. My second remark was that his business is  actually an economic indicator…a barometer of how well people are doing.  Given that I asked how his business was doing on a comparable basis with last year.

Comparable analysis in business is where you compare the same period this year with the same period last year. In this example I was asking about business this year to date vs last year. He told me his business was down 30% and that the “upscale restaurant market” was down 40%.  He felt good as he was fairing better than the competition. I was not feeling that good about it considering the economic slide began accelerating in 2008.  This means the numbers in 2009 used as a comparison have already been on a decline so the decline in 2010 is particularly disturbing.

I mentioned to my client  and his key person in Orlando that I would send them a list of what I would recommend this restaurant business owner do to strengthen the business. I decided these 7 Steps could help many other business owners so I am using my blog for the action plan and I will email my friends to let them know about these ideas for their Orlando restaurant owner friend.

Top 7 Steps For Strengthen Sales and Profit In The Restaurant Industry….Actually Applies To Most Businesses:

1. Know your customer!  People coming thought the door and buying should be acknowledged with an email or card and possibly more. How do you do this?  You need to have their contact information and specifically an email address and now ideally their cell phone number.

Here is an idea on how you do that: Buy them a drink or a dessert in exchange for their information.  Here is the key: when you identify a particularly important person, the owner comes to the table, welcomes them and offers to buy their dinner in exchange for the cell phone number so they can be alerted for a very special event. Now before you say this ticket could be $200 or more I ask you how worth it is to have the cell phone number for key text messages with VIP’s and I mean people whose net worth is in 8 figures. This is huge

2. Have a plan. Your financial plan should be an annual target that can then be detailed to a weekly plan.

3. Know your numbers. Traffic and sales by time of day. Track your trends. Use this information to market to your list. Invite them to slower times using incentives.

4. Use all proven marketing tools to help grow your business. These include direct mail to targeted zip codes and ads with a “hook” in publications your target customer reads and other venues like radio, participation at key charitable events, local/regional festivals that are for your target audience, on line promotions and more.

5. Have your on line credibility in place meaning a website and social media presence

6. Use a referral marketing system. Reward people for inviting their friends and colleagues.

7. Monitor the variances from plan in all areas of your business. Nothing is excluded: payroll, food costs, utilities….the gold is in the detailed analysis of the variances.

Now You Know…Success Is In The Details.  Failure is almost always a result of not consistently following the steps that have been proven to lead to success.

Steve Pohlit

Business Consulting, Executive Coach
Turnaround/Crisis Management
Temporary CEO, CFO, Controller Services
International Business Resources

Social Media Services
New Digital Media, Inc.

Twitter

Facebook

Linked in

MySpace

727-587-7871

Email

About: Steve Pohlit CPA,MBA has been the CFO and COO of  major domestic and international companies.  Steve has extensive business ownership experience having purchased and started off line and on line businesses.  Steve offers his  business building experience to companies and entrepreneurs with business coaching and business consulting.  His  focus is on building business  profits and net asset value at above average rates.   All articles published by Steve unless specifically restricted may be freely published with this resource information.

Carl’s Jr. Very Effective Use of Social Media, Internet Marketing, Video, More

Carl’s Jr. has over 1100 locations with 772 in California. They have no locations in my current home state of Florida. However, because of my business consulting experience in the restaurant industry along with a controversial video commercial released by Carl’s several years ago, I became aware of this restaurant business. I learned it was  founded with the purchase of one hot dog cart for less than $500  in 1941.

While reviewing a Facebook  application recommended by a friend I noticed an ad on the site for Carl’s.  Of course I remembered the original video that was absolutely outrageous and wondered if they had posted it on Facebook.  (They did not.)  What I did notice was they have almost 68,000 fans, they are promoting a new sandwich, offering an incentive coupon and their fan page wall is extremely active.

I went a little deeper and clicked to their website.  I stayed there maybe 5-8 minutes watching all their video commercials. They are very entertaining. I registered for their newsletter. The visuals, sounds and messages of the videos and the images of the graphics are terrific. If there was a location nearby I would be a customer.  I also feel that the next time I visit the West Coast I will look them up. Their presentation is that good.

Carl’s Jr has links to Facebook, Twitter, YouTube and Flicker on their website.  I am not sure if they have expanded onto other social media sites. If  asked I would  recommend they be on every major social media venue. Clearly the visuals and sound are huge assets for their messages about their food.

Food isn’t the only attraction as evidenced by one YouTube video with Audriana Partridge in a hot gold bikini eating one of Carl’s Jr.’s famous sandwiches. This video has already been viewed over 545 thousand times with most others by Carl’s Jr.  being viewed in the range of 20 thousand.  Think about the value of one YouTube video being viewed over one half million times.

I did a brief review of Facebook to see if key competitors are using social media. Facebook members have activated McDonald’s and Wendy’s fan pages. Neither company seems to have an active Facebook presence.

I am a major advocate for using social media to build business profits. But here is the key as demonstrated by Carl’s Jr.: you have got to have a hook.  Carl’s is kicking butt in their ads for size, quality and price vs. McDonald’s.  Then they add amazing visuals, incentives, and are definitely on top of their game when it comes to strengthening social relationships.  So they are hitting on all cylinders including the use of a well toned body wearing little excited about a huge order of food. What an amazing contrast and Carl’s Jr. pulls it off marvelously just as they did a few years back with a famous celebrity promoting their food wearing near nothing on the hood of a car.  It was amazing.

On video and in pictures, Carl’s Jr. looks like  great tasting food. I assume that is the case with more than 1,100 locations. Of course that is key for sustained growth in same store sales as well as sustained growth in the number of locations. Somehow I suspect the food experience is great and I will confirm that one of these days. If you have eaten at Carl’s Jr. please share your experiences including what you ordered.

Great  example Carl’s Jr. of executing very well on fundamentals.

Sending you energy of health, happiness, prosperity

Steve Pohlit

Business Consulting, Executive Coaching
International Business Resources

Social Media Services
New Digital Media, Inc.

727-587-7871
Email

This Restaurant Industry Headline Is No Surprise

“The Restaurant Industry suffered Its Worst Quarterly Decline In Customer Traffic In 28 years In the Second Quarter 2009”

I love the retail industry and I consider restaurants part of that overall industry. I recognize restaurants are distinguished in the financial press for reporting purposes.  I also recognize that if you are a restaurant then you should be studying how you are doing in comparison to others.

The business of retail is so much fun because there is a tremendous amount of valuable information available and generally with the volume of customer traffic, you can test just about anything and receive feedback quickly as to whether it is working or not.  In retail the most energy should be devoted to marketing and in all fairness it usually is.  No whether that marketing is effective or not is a topic of debate. My view is that it isn’t and the view of the people dong it is that it is.

That brings us back to the overall results reported for the Second Quarter of 2009.  I wrote that the decline is written in a headline like it is a surprise.  Many may be thinking my view was based on the state of the economy with unemployment still running high and consumer confidence still running low. But actually my view is based on dismal failure of restaurants to pay close attention to the details of what is important to customers.

To support my view, I look at the exceptions. Here is one reported on by Fare Magazine. That exception is Panera Bread. They  have not cut prices, they have not gone promotional and the company continues to grow profitably. Click Here for the complete article.

There is always value in studying what is working for others and, for that matter what isn’t. Look within your industry and outside of your industry.  I forget what bank was the first, but I remember the story of a bank president looking at the success of drive thru windows in the fast food industry.  He tried in banking and it rapidly became very successful.

In any economy there are always companies that do well and those that fail.  The ones that do well are those who consistently pay attention to the details important to their customers.  This is the value exchange principle.  The more value I give you the more you are willing to pay for it.

Sharing with all my readers the energy of peace, happiness and abundance

Steve Pohlit, Expert Business Consulting

Email Me, Steve Pohlit to schedule A No Obligation Consultation On Building Your Business Profits.Need more customers? Let’s discuss how to use cutting edge Social Media Marketing in the revenue building cycle of your business to drive your profits sky high. If  your company is not growing revenue and profits,  if your company is not cash flow positive Click Here for more information about Turnaround Consulting Services for Business In Crisis

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About: Steve Pohlit is a CPA,MBA and has been the CFO of several major domestic and international companies.  Steve is business owner and an expert business consultant, direct response and social media marketing  and social networking security expert . Steve is  focused on helping companies improve their business performance. All articles published by Steve unless specifically restricted may be freely published with this resource information.

How Successful Retailers Earn Customer Loyalty

Mark Albright, staff writer for the St. Petersburg Times published an article in the Sunday paper a while back on retailers struggling to win back customers. He does an excellent job at identifying the key issues customers face when shopping in many stores. In summary, customers know what they want from their shopping experience and they don’t get what they want most of the time.

Two charts were provided in the article. One showed that 68.4% of those responding to a recent poll said knowledgeable, helpful, friendly staff was the most important criteria for a positive shopping experience. The other chart reported that 50% of the people surveyed reported retail service has gotten worse.

Shoppers have always wanted a friendly environment with knowledgeable staff. What is most alarming is how poorly retailers continue to meet the expectations of their customers. With almost 70% of the customers ranking knowledgeable, friendly staff as most important, why is it that so many retailers continue to be obsessed with having compelling price? Studies have consistently shown and Mark points this out in his article as well, that less than 10% of the shoppers name price as the most important reason they shop a store.

Let’s examine pricing and promotion a bit deeper. The paper that Mark Albright writes for has a daily circulation of about 1 million. On Sunday, like all large metropolitan areas, the paper is thick. Most of it is advertising circulars. Most have between 4 – 20 or more color glossy pages and this format is used by most of the major retail chains. Stores attempt to show items attractive to the largest number of people and offer special buys or sale pricing. The goal is to drive traffic to the stores.

Normally on a store by store basis, retailers are able to tell how effective a particular circular was by measuring customer count (customers that actually buy), average sale and items sold. Most retailers have these statistics, but there is one critical piece of information they do not have. They do not know who it was that purchased something. They do not know their physical address, they do not know their email address and do not know their customer’s phone number. There are exceptions and I will address those shortly. However, in general, large and small retailers spend huge amounts of money on print advertising to drive customers into their stores and they don’t even know who their customer is. Consequently, they are unable to thank the buyers, hear their comments and suggestions and they are not able to personally invite them back.

Even more serious: with the development of preferred buying programs, membership programs like those used by Sam’s Club and Costco and even those retailers that have captured customer information, the way that data is used is pathetic.

Here is a brief summary of the issues so far: consumers want knowledgeable and friendly sales staff and over 90% of them place importance on knowledge and friendliness over price. On the other hand, retailers spend a lot of resources developing promotions based on price to drive traffic to their stores. When the customer gets there, not just the price shopper but the loyal customers as well, the retailer is not properly staffed and the staff that is working is not properly trained and managed. I call this a mismatch in expectations and delivery. The result of that formula is a high rate of retail business failure with stores that fail being replaced by new ones that operate the same way. You know what you get when you keep doing things the same way. What is the solution? Keep reading.

When the subject of price in retailing is mentioned, Wal-Mart’s name always comes up. Here are just a couple of things I noticed about Wal-Mart recently. First they are increasing the number of more upscale items offered. Why are they doing this? It is because they understand that appealing just to the low price crowd long term is a risky business model. No retail chain founded on the low price model has ever survived long term. None. What else have I noticed? The other day I noticed a Wal-Mart banner on the front page of Yahoo.com This particular ad was what is known in the Internet Marketing circles and Direct Response Marketing circles as a lead generation ad. I followed it through and noticed interesting “bribes” to get you to register for on line information. You could even categorize the information you were interested in receiving. Wal-Mart promised to give you advance notice of their best deals for the store closest to you. Notice I said store closest to you. When you entered your information they asked for your zip code so they could match you with relevant regional promotion.

Wal-Mart is taking the lead again in building their customer data base. I don’t think they have taken this to the store level, which where it really needs to be implemented. But they are headed in the right direction.

Do you need to have Wal-Mart’s system to implement a similar program? Last September I was testing the implementation of program with a small retailer in a small market. We used incentives as a motivator to provide their contact information. This program was hugely successful in a short period of time and confirmed the value of capturing the contact information of your customers and communicating with them. That is the first step in bridging the gap between what customers want and what retailers deliver. Note: if you are a grocery store, restaurant, nightclub, shoe repair store, dry cleaner or any business that has customers, this applies to you.

If you are a local or regional chain of stores, outsourcing this customer contact program is the most cost effective approach. If you are not sure that is a true statement Email Me and I will prove it to you. National Chains should outsource this program in the test phase and then it is likely that in-house technology will be needed long term. Regardless, it is easy to build your customer list, easy to communicate with them and this communication builds loyalty and value. This communication process is the critical link that breaks down when this process is managed internally. In summary, outsource this entire program initially; bring the technology piece in house if and when that makes sense but keep the communication program outsourced. Does this sound like Direct Response Marketing 101? Yes ..well that is because it is and you know what…basic blocking and tackling work all the time.

Does all of this solve the problem of bridging the gap of what the customer wants and what the retailer delivers? Absolutely not! All of the fundamentals successful retailers are paying attention to today must continue. Having the right product in the right place at the right time is a good goal. Having staff properly trained and managed is a great goal.

But this is the planet earth folks. When all the best logistical systems and human resource development processes fail .. and they will from time to time, a strong binding relationship with your customer will overcome any isolated execution failures.

Are there any examples of anyone doing this more right than wrong? I remember in 1996 when I was in my second year of operating an Internet Service Provider company that I founded. I was focusing on industries likely to benefit a lot quickly from using the tools of the Internet. One of them was mail order. I knew there would be huge benefits to catalog retailers from using the internet. Of course when I contacted many of them and they had no idea in 1996 what I was talking about. So I let it slide instead of pursuing that idea along with a number of other billion dollar ideas I had in the early days of the commercial Internet.

Today there are numerous examples of catalog retailers doing a great job of communicating with their customer base. Now the big gains are coming from the “brick and mortar” companies who are communicating like catalog retailers. Who are they? Circuit City gets a vote. Circuit City sends me wonderful emails in addition to their weekly print advertising circulars. Wal-Mart used to do a good job now that I am on their list but not any longer. In the catalog retail business, one of the best is Fredericks of Hollywood. There are other catalog retailers that have an effective communication program in place. In fact if you order on line from any catalog company and give them your email address, I would bet you start getting information from them. Even if you don’t order, sign up for some of these lists to see what they send you.

The biggest mistake made by companies that have you in their data base, is dropping your contact information when you have not purchased for awhile. I know of one very popular retailer with a huge mail order division that sends me tons of catalogs but not one email. When asked about this I was told I no longer receive emails because I am not a current buyer. But they continue sending me expensive to print and mail catalogs. Go figure! Recently.

In summary, study the companies that are doing this well. Look at your own business. If you are not sure what I am advising you to do will work, call or email me and let’s “kick it around”.  All contact information is at the end of the article.

Sharing with all my readers the energy of peace, happiness and abundance

Steve Pohlit, Expert Business Consulting

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About: Steve Pohlit is a CPA,MBA and has been the CFO of several major domestic and international companies.  Steve is business owner and an expert business consultant, direct response and social media marketing  and social networking security expert . Steve is  focused on helping companies improve their business performance. All articles published by Steve unless specifically restricted may be freely published with this resource information.

When Business Sucks, Look In The Mirror

All the solutions are waiting for you to attract them.  That’s right and if you disagree, you are correct.  What you believe is true for you.  For me, I know what I focus on expands. That is The Law of Attraction and it is always working even in business.  If you expect problems you will attract problems. If you look outside for the reasons there are issues in your business, then you will always be finding someone or something to blame.  All this solutions for your business start with your knowing there is a solution. Consider these examples:

Last week I began working with a rather large business that finds itself in a cash crunch.  The first meeting I had with the owners of this business asked the single most important question relative to this situation. “Do you feel this situation can be solved?”  Without a consensus yes answer, there would be no reason to continue.  We continued.

I called a meeting on the second day right at the beginning of the day with these owners. I asked them to begin focusing on the picture of success.  I guided them to shift their thoughts from all the issues that are pressing to the picture of a well coordinated profitable business with plenty of cash.  I said to them we would have this meeting every day that I was on sight and I encouraged them to hold the meeting when I was not there.  This week I will give more clear directions on imaging specific success for their business.

In business there are three situations: First there is the current situation. Second there is a situation that is more negative than the current situation and if that trend continues it could lead to what people describe as a worst case. Third, there is the going forward picture of what it is that the team of people in the company will create.  Of course my work is primarily focused on the third picture. Since I am not able to discern what others are intending, I spend some time on a worse case scenario designed to protect the business should events proceed quickly to the negative. On balance,  I usually spend 90% of my time on designing and implementing the going forward plan.

Solutions to business situations vary depending on the conditions being addressed. The second day into this project calls were received that represented huge opportunities. Day three another call came in that also represented a marvelous opportunity.  None of these seemed to be in motion until the owners began focusing on success.  They are responsible for their business and they are responsible for attracting success. My work is to help them attract success and optimize revenue and profits. I  show them how to continue that process once the project they hired me for  is complete.

Does their business suck?  Well actually it did up until a week ago. The owners are beginning to see they are responsible. They are no longer blaming external people, places and things. Once you accept responsibility that your are the reason for the state of your business, then you can begin to paint a new picture.

I experience more examples of how business sucks  in one week that I could possibly write about in a month. I’ll bet you do to and I’ll bet you have a short list of what they could do to improve the situation fast.

Consider this  example:  in the town of my  most recent client referenced above,  there is a very nice building exterior that is a home of a restaurant.  From all outward appearances, I anticipated a very good dining experience. Inside told a different story.  First the atmosphere was very institutional.  However, it appeared to be clean.  The appearance of the staff was not one where you knew they had much pride in themselves and so they didn’t have pride in servicing customers. I am sure there were exceptions. But I didn’t attract any that evening.  The food was not even close to the pictures on the menu.  The beer selection was good and it was good.

That is just one example of  “When Business Sucks, Look In The Mirror”.  Each of the issues described are fixable in a very short period of time.  There are so many opportunities in business for “doing it better”  without having to spend a lot of money.  The solution starts from within. It starts with the mindset “I am responsible for the outcome of my business.”

In operations, I work with companies on fundamentals.  In marketing I recommend solutions and have do it for you solutions. The do it for you solutions are particularly valuable in the social media marketing arena. In all cases I stay focused on proven business principles.  These are the ones that are ignored the most because the discipline required t0 execute the fundamentals is routine and boring.  It  just so happens those fundamentals are where the gold is mined.

Sharing with all my readers the energy of peace, happiness and abundance

Steve Pohlit, The Profit Expert

Designer: Local Business Marketing This program is outstanding because it builds  long term relationships and profits.

Email Me, Steve Pohlit to schedule A No Obligation Consultation On Building Your Business Profits.  Need more customers? Let’s discuss how to use cutting edge Social Media Marketing in the revenue building cycle of your business to drive your profits sky high.

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How To Increase Business Profits by 30% or More in 90 Days or Less