Hungry for gold
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Transcript of Hungry for gold
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How our team is going to achieve our sales goals for the month of April
Delivered to General Manager Jeff Lipman
HUNGRY FOR GOLD
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TABLE OF CONTENTS
• Executive Summary
• Introduction
• The Opportunity
• Benefits and Risks of Strategic Solution
• Final Recommendation
• References
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The Art of shavingPart retail part barber shop
The 4 Elements of the Perfect Shave, Hand-crafted razors, Grooming tools, Skin care, Hair care, Colognes
We are on a journey to be and be recognized as the best selling organization in specialty retail, bar none.
I am a Shaving Consultant
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EXECUTIVE SUMMARY• . Our challenge and goal for this month is how we can use these resources along with our
professional team-building communication skills to achieve Gold sales for the month of April.
• Benefits and Risks of our strategic options
• Networking allows us to receive new traffic
• Promotions allow us to close sales
• The Five Non-Negotiables help us to maximize sales that wear well
• However,
• Networking is only an assumption
• Promotions can cause confusion
• Trends in beards and facial hair are showing a decline in shaving
• Recommendation-
• The Five Non-Negotiables have been proven to work and are the values which have helped us achieve the level of success we have today.
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INTRODUCTION• Black/Red/Gold
• Gold all year
• Bonus checks
• At the end of March a memo was sent out from corporate stating that every employee needed to use their rollover vacation hours from last year by the end of April or they would expire
• This report does the following:
• Describes the opportunities and challenges for the month of April
• Weighs the risks and benefits of the strategic options available
• Highlights the Five Non-Negotiables strategy
• Explains how we can use the strategy as a team to overcome the obstacles
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THE OPPORTUNITY• All employees are taking a week of vacation this month
• This will pose as a challenge
• We are also switching barbers
• My store has been gold in sales three months in a row, meaning achieving sales ten percent above last year and fifteen percent above that.
• We are hungry for the fourth month. In order to thrive this month we will need to function as a cohesive, well-oiled machine.
• “The store is gold, which means that we have a successful trend. To do that it took all four elements of the spa and retail front (three salespeople and one barber), all reaching personal goals to achieve one store goal…
• Challenges for this upcoming month will be to maintain that level of success” (J. Lipman, personal communication, April 8, 2014).
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AUDIENCE ANALYSIS• The decision makers who will be interested in
my report are :
• Pedro Mejia – District Manager
• Jeffrey Lipman – General Manager
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KEY SUCCESS FACTORS/STRATEGIC SOLUTION• Easter
• Fathers Day
• Promotions
• The Five Non Negotiables
• The Non-Negotiables are as follows:
• Acknowledge every customer with eye contact and a genuine smile
• Communicate The Perfect Shave brand promise while engaging with every customer
• Provide a token of the brand to every customer interaction
• Suggest a logical add-on with every customer
• Introduce the Brotherhood of Shaving to all customer interactions
• (TAOS, 2012)
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BENEFITS• Greeting clients when they enter the store creates a warm and inviting atmosphere
• The Brand Promise is “an innovative path to help men enhance their shaving experience. Each step is expertly crafted to achieve optimal shaving results, while transforming the shave from a chore to a prized part of the morning ritual” (TAOS, 2012)
• Brochures and tokens are memorable
• The Barber spa not only attracts new clients to our store, but it gives them a chance to demo the products and leads to more sales
• By enrolling clients into the Brotherhood of Shaving, you increase the chances of that client making a purchase in the future
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RISKS• When greeting clients into the store, it is important not to seem too eager. It is best to
give them 10-20 seconds to soak in the atmosphere, then politely greet and approach them
• It is imperative that you do not include redundant information because you do not want to bore or annoy the client
• For example, if the client is a repeat customer and is familiar with the product, it is not necessary to repeat the brand promise
• If it is a repeat client or a regular to the barber spa it is not always necessary to provide a token of the brand
• Clients are sometimes hesitant to provide personal information for example an email address
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FINAL RECOMMENDATIONS• Greet the client without seeming eager
• Create a warm and inviting environment
• Transition topics
• Samples and barber pamphlets are great tokens
• Suggesting add-ons should be done in a way which is genuine and caring so as not to seem pushy
• When introducing the Brotherhood of Shaving, convey the message that it is more than an email list. It is a membership, and it is valuable to our clients because it provides helpful tips about shaving and promotional offers
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REFERENCES SUBJECT TO CHANGE
• The Art of Shaving Corporation. No Date. Employee Handbook.
• The Art of Shaving. (2012). Gold Standard Selling Process.
• (J. Lipman, personal communication, April 8, 2014).
• (J. Vogelsang, phone interview, March 21, 2014.)
• Malka, E. Zaoui, M. (2002). The Art of Shaving. Clarkson Potter Publishers. New York.