By Guest Blogger: Rick Segal of  The Retailer’s Advantage at ricksegal.com

We all know the rule — NEVER mix politics and business. That is one lesson that we all need to practice. It’s just too dangerous because it is the fast track to alienating someone and losing a customer. Having said that, it’s important to understand that just about every successful retailer I know is involved in their community in some capacity or another. We give community service awards in most of the retail awards programs with which I am involved. We respect people and businesses that care about us, that care about our communities, our families, our causes, and those issues that matter to our world.

Caring about our communities and a strong sense of community are the two essential elements to the revival of a town and/ or a downtown. It’s not politics; it’s the right thing to do. Unfortunately, there are times that we can get dangerously close to crossing into political issues or political camps.

This might be one of those times for me, but please this is NOT intended to be a political in any way. But it is hard to say that in an article with the name Kennedy in it.

With that preface I have to share a little known secret about myself. The very first job I ever had was as a volunteer working in the 1962 on the Ted Kennedy campaign for US Senator from the state of Massachusetts. I was 14 years old and my job was to operate the signature machine. I had to put a full ink cartridge into a special mechanical fountain pen, put an 8×10 glossy picture of Ted Kennedy in the machine, hit the start button, and the machine produced autographed pictures of the late Senator. I worked there for the months of July and August of 1962. It was the one and only time I ever worked in a political campaign.

Politics really wasn’t my passion but the reason why I did get involved was because of the mood of the country and spirit that President Kennedy brought into the White House. I’m sure I don’t have to remind you of Jack Kennedy’s famous quote “Ask Not What Your Country Do for You Ask… “It was the time of the Peace Corp, VISTA (Volunteers In Service To America), and just about every household in the Boston area had a picture (framed or unframed) hanging somewhere in the house of Jack Kennedy. So to be able to work on a Kennedy campaign was a really a big deal.

What I didn’t consider was the effect that time in the 60’s and that summer of 1962 would have on my life and how it molded me into what I am and have become today. Actually the column you are reading right now is as a result of the inspiration and the importance of community service that was indoctrinated into me during that time period. You are my community and the community I serve now.

I know there are people who might not be Kennedy supporters and that’s OK but we all have to marvel in a man who could have opted for the easy life. Golf, sailing, travel or whatever he chose. He had the money to do it but instead he decided to work 50 plus hours a week and take on causes that few people even cared about and did it for 46 years into his mid 70’s. Dedication, a quality of successful retailers.

He overcame every kind of obstacle, from 3 brothers being killed, to his children having cancer, a giant public embarrassment, and a failed run for president. That’s enough to make any person want to through in the towel but he didn’t. (Yes I know I missed some things but I thought that was more than enough to make my point.) Ted Kennedy was not a quitter. Another quality of great retailers.

Although after this weekend in Boston, more people are aware of the accomplishments and the many obstacles Ted Kennedy overcame but it’s his amazing congressional record that will be remembered the most. He achieved it by understanding people, by standing up for what he believed but being willing to compromise on a battle to win the war, by disagreeing without being disagreeable, and understanding the importance of fun and light hearted behavior to cope with events as the great social lubricant and the power of influence it possesses. Seems to me Ted would be one heck of a retailer.

Ted Kennedy knew that it was the little things that made him more likeable and lovable as clearly demonstrated at the funeral activities of this past weekend, such as remembering cards to send , calls to make, and people to thank. Kennedy understood the two words that are the basis for any solid relationship. Acknowledging people for what they say or do and appreciating the things people do for you. That was why at 1:30 AM on Friday morning, grown men and women were waiting outside the Kennedy Library to walk past a flag-draped casket. Although they were perfect strangers to Ted Kennedy, they cried and wept because he was a politician who had affected their lives or their way of thinking. How many stores can you think of or retailers you recall that can have an emotional effect on us and are part of our thinking and way of life? I can think of a few that did that for me. Today that is ca lled emotionalizing the customer experience.

Ted Kennedy didn’t get involved with causes because they were popular, trendy, cool, or things that he could profit from. He got involved because according to him, they were right and just. Community service is a great marketing strategy to build a business BUT don’t do it for that reason because it will never work that way. Do it because you believe it, are passionate about it, and have that fire in your gut to get it done. If you search for the pot of gold you will never find one but if you admire and seek to find the beautiful rainbows of life you just might stumble on your pot of gold.

Ted Kennedy’s pot of gold was making a difference and the abundant life for all.  No, I am not a Democrat or a Republican, just a registered independent for 40 years and I don’t believe I could classify myself as a true liberal anymore either. BUT my writings and The Retailer’s Advantage are squarely in line with the late senior senator from Massachusetts, Edward Moore Kennedy, of making a difference and the abundant life for all of the retailers whose path I should cross. Thanks, Ted, for making a difference and making a difference in me.

A reader sent me a story this week that I just had to share with you. Especially, since we are focusing on sales skills this month. However, before I get to the story, I want to share a couple of lessons first. Due to the current business climate, more retailers have been complaining about how cranky and irritable customers have become. That’s not a big surprise because people are upset with the economy, the losses in their worker’s 401K accounts, the fear of losing their jobs, and just the uncertainty of not knowing what to do. Is the economy rebounding or not?

Couple that with customers telling us that they aren’t going to buy anything, just because they aren’t in the mood. Well, the question is how do we get customers in the mood? The first rule is to control every time a customer has any contact with your business. Our past experiences with businesses set the tone and our mood. If the sales team is overly aggressive or pushy, then the next time the customer comes in they will have their guard up. If the sales people were upbeat, friendly, and helpful, then our attitudes and expectations change.

That is something we all know. We don’t always practice it but that’s just one of those accepted facts about business. What has changed is that our impressions to our customers are no longer limited to their last visit to the store. Now we have to worry about our Facebook entries, our Twitter comments, our emails, our websites and the impressions they give, and then the process the customer has to go through if they want to buy merchandise from your website.

Now let me share a reader’s tale.  This person is a big sports fan living in the Cleveland, Ohio area. However, being a fan of Cleveland teams has not been very rewarding. There has been nearly a 50 year drought of any major league team, The Browns, Indians, or the Cavs in basketball, winning any type of championship. But now the area has a true super star in the person of LeBron James. He just won the MVP Award from the NBA but what makes him so special is the level of maturity of this young man. He is only 24 years old, and is truly remarkable.  LeBron is a true leader and a very astute business man. He negotiated a contract $92 million contract with Nike when he was only 19 years old, without an attorney. (He fired the one he had)

A couple of days after LeBron won the MVP honor, Nike came out with an MVP Award T Shirt with the word Witness on it. LeBron made a statement a couple of years ago that he wanted the fans to “Witness Greatness”. So Nike, being the great marketers that they are, jumped on that statement and made the word “Witness” as part of the LeBron James mystique.

At the first game of the semi-final series, Nike gave away thousands of these shirts. Well it did exactly what Nike wanted. Everyone watching on TV wanted to buy one of these unique looking T Shirts. They were not being sold in stores yet and you could only buy them directly from the Nike website. The selling price was $30, plus shipping and handling. The worst part was that 2 days after the game, the Nike site was quoting 21 to 30 days for delivery. The orders must have been flying in. My reader went on line, ordered the T Shirt. The next morning the confirmation of the order was emailed. He was shocked that the cost of the shirt with shipping and handling came in just under $50.00. He rethought his purchase and decided to cancel the order. It was less than 12 hours after the order was placed. He found a phone number for customer service and called.

He was informed that he couldn’t cancel the order. He was also told it had been shipped. He questioned that because it said that there was a minimum of a 21-day delay. When he asked for the tracking number there wasn’t any tracking number. Then he was told that this shirt CAN NOT be cancelled or returned. He then asked for a supervisor and was told he couldn’t help and the shirt could not be cancelled. But the good news was that they found a shirt and would be sending it out immediately. Overnight delivery at the buyer’s expense. There were actually 6 calls made until he finally spoke to someone who understood what was happening and informed the buyer that they could return it.

At first the buyer was relieved but then he realized that he had to pay freight both ways and one was overnight shipping. Well the shirt was shipped and received the next day and he shipped it back on the same day. It cost him $28 for this adventure. I asked “Why didn’t you just keep the shirt?”

“That is the whole point of the story” he went on to explain. “I will never buy or wear anything Nike ever makes. How sleazy can they get?”  He is right. I can’t look at Nike quite the same way ever again. All of this great brand building to have some overly aggressive middle manger type do a good job in destroying it.  All over $30 T shirt. That’s dumb! Why did they have to lie?

Are your image and brand consistent? Are all of your contacts with your customers in alignment to what you believe? 

Just as an FYI, I was asked to share this story. But I am only one of many people who were asked. No one knows how many publications this might appear in. This is a person who knows how to make things happen. I applaud you for being proactive and sharing and exposing a really horrible customer service . Have a great week.

I’ve signed up for email lists with businesses that offered services and products that I thought would be of benefit.  Some I have even purchased ebooks or other services from.  Most of them respect my time and send emails only when there is something new that I might be interested in or when they are providing information to help me grow my business.  But there are a few that send emails every few days that are nothing but ads.

Some of you signed up for email notifications each time I make a post on this blog–which is usually daily.  Hopefully each post provides something of interest to you.  If not, you’ll quickly cancel your email subscription.

Your customers are no different.  There are times to contact them.  And there are times to leave them alone.  If you have information about your industry that will benefit them, by all means send it to them.  If you send out an ezine or newsletter, don’t make it nothing but ads for your products.  Instead include information that will interest them. 

Rick Segal, the retail marketing expert, sends out a weekly email every Tuesday.  His emails are the kind to emulate.  There is always an article about some aspect of the retail business.  There is always a funny joke that I usually read as soon as I open the email.  And below that joke, there is an invitation to join his retail counselling group.  No hard sell.  No “you’ve got to join today or ….”  Nothing but an invitation and a link to his website.

On the other hand, I purchased an ebook about copywriting from Bob Bly. Now, I’ve heard Bob speak at writer’s conferences and have been impressed with his expertise.  The ebook contained valuable information that I learned from.  But, once I made that purchase, I was bomblasted with emails from him.  These weren’t emails providing information with a sales pitch attached. They were nothing but sales pitches.  After a few weeks of this, I hit the unsubscribe button.

But the one time that you absolutely should contact your customers, because it’s the right thing to do, is to say thank you.  You can do this via email but a personal note is even more impressive.  1-800-Flowers has this down to a science. 

Approximately two weeks after you place an order, you receive an email that is warm and fuzzy as all thank you notes should be.  But the smart thing about it is that it follows another basic marketing rule–It invites a response by including a special offer.

It begins with the warm greeting thanking the customer and continues…”to show you how much we appreciate the opportunity to help you connect with the people you care so much about, we’ll take 15% off your next purchase if you use Promotion Code … by (expiration date). ”   The note continues, reminding the customer of their “Gift Reminder Program” and is signed by the President of the Company.

With this Thank You note, the company is making it easy for busy people to never forget a special occasion again.  Busy people are also lazy. . .and forgetful.  Remind a busy man of wife’s birthday and suggest a gift and chances are good that you’ll get the order. 

I received a phone call on Mother’s Day morning (and that’s Sunday) from one of these busy people asking if I could deliver a gift to her mother that day.  I did.  But I will also send her a note asking her if she would like to be reminded earlier next year.

Thank you notes are one of the best marketing tools you can use.  They are easy.  They are inexpensive.  They are appreciated.  And they provide an excellent opportunity to contact the customer.  But they also happen to be the right thing to do and the smart thing to do, as well.

“There has been some rather dramatic marketing news this week. A report was released by the Promotional Marketing Association that further reinforces a tool that many of us both love and hate and has been a topic for discussion in the column many times before. The topic is the use of Coupons. The use by marketers and the redemption rate is exploding due to the recession. Use by businesses has increased by 179% and that really only represents big businesses. The redemption rate is even greater when counting smaller businesses–it was a staggering 209%.

I have always believed in coupons as a powerful vehicle but numbers like this make it an almost mandatory strategy to use. Just make sure that you are delivering real value in your coupons. Make it good enough that you would be motivated to read and use.

The next tip I want to share is The Bounty in Bundling: How many bundles of merchandise are you offering your customers today? Do you have 2-fers, 3-fers, Buy one and get the second one for a dollar, or the second one is half price. I could go on and on but you get the idea. Very few business owners ever complain about reducing the price when they are selling multiple items. Now take that to the next level– brand the package. Yes, give it a name, an identity, or something that adds a sense of value in the mind of the consumer. These can be called names such as “the Buyers Best”, “the Smart Shopper’s Choice”, “The Offer you can’t refuse”, ” The Gambler’s Choice”, “the Special Incentive Package”, The Value Pack”, “Only the best package”, “the Collection”, or “Our Signature Collection Collection”.

By doing that, it adds additional value. We have to make offers so good that the customer can’t refuse. It comes down to the  Power of Packaging. Here is one other idea that we often overlook. Did you ever think of printout out a one page “Treasure Map Of Savings.” Make it look like a little booklet of savings. The way you do that is by simply using a standard size 8 ½” by 11″ sheet of paper and folding it in the middle to make an 8 ½” by 5 ½” booklet looking piece. Microsoft Word has plenty of templates that automatically set it up for you.

Lastly, I want to share some of the best ad words and phrases that have ever been written. I hope this helps.

1. Secrets of
2. New
3. Now
4. Amazing
5. Facts
6. Breakthrough
7. At last
8. Advice to
9. The truth of
10. Protect
11. Life
12. Here is the
13. Discover
14. Do you
15. Bargains
16. Yes
17. Love
18. Don’t hate yourself
19. How much
20. How would
21. This is
22. Only
23. Free (not in the copy)
24. YOU
25. How to “