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Create a successful holiday with POP

By Doug Fleener
January 14, 2009

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Doug Fleener is president and managing partner of Dynamic Experiences Group (DynamicExperiencesGroup.com) and author of The Profitable Retailer.

You don't have to be an expert to see that the 2008 holiday shopping season could be the most challenging in years. While the pundits' sales predictions have been all over the place, the one thing on which they agree is that in all likelihood, it won't be pretty.

Does this mean your store won't have a successful holiday season?

Not at all. While the experts are likely to be correct about the fourth quarter being a challenge, they don't know your store.  More importantly, they don't know you.

The one person--the only person--who will determine your success this year is you. Not some expert or talking head: you. If you are determined to have a successful holiday season, you will.

Here are some tips to make your 2008 holiday season POP with success:

1. Be Positive. The first sale you make every day is to yourself. Leave pundit predictions and other nonproductive noise behind and have confidence that you can and will create your own success this holiday, one customer at a time.

2. Be Optimistic. Shoppers might be more guarded this year, but gift buying and gift giving is still going to happen. Customers are still going to buy things for themselves, too. The difference this year is that consumers will be more selective about where they shop and what they buy.

Optimistic sales associates will assume that every customer who walks in the door is there to make a purchase. Pessimistic sales associates will believe every customer is "just looking." As long as you're surprised when a customer doesn't make a purchase, you'll have a great holiday.

3. Be Passionate. Display your enthusiasm for the products you sell and the customers you serve. Sell from your heart to your customer's heart. Smile and be energetic. Pass on your passion to your customers so they're excited about their purchases, too. Let the gloom-and-doom sales associates walk their customers right out of their stores and into yours.

Remember this: You'll have a successful holiday season if you make each month. You make your month by making your week. You make your week by making your day. You make your day by engaging each and every single customer with POP.

Editor's note: Doug Fleener's "At the Counter" column first appeared in the November 2008 print edition of National Jeweler in the Your Store section.
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Culture and Lifestyle | Holidays | Shopping

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