You Can Compete:
Double Sales without Discounting

• Responsibility of business owners
• The worst way to train
• Employee turnover
• Who the market rewards
• The importance of culture to your success
• Everyone is selling - it is not a lab coat
• How to compete with online shopping

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“A Wake-up call for the small business owner! Bob Phibbs takes running a small business seriously and he takes customer service VERY seriously. Best of all, he explains his principles well, without being condescending or preachy. This concise, well-organized book lays out the basics of "killer" marketing and customer service that can make your business stand out above the competition. You Can Compete will light a fire under the complacent or discouraged business owner, as it provides a much needed motivational wake-up call for every independent business trying to stay afloat in corporate America.”

- James Barnes, Editor , Independent Publisher , June 2004

You Can Compete: Double Sales Without Discounting

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You Can Compete gives you the same concrete advice thousands have profited from. Having worked in retail stores 50+ hours a week, I share what to do when a competitor backs you up against a wall. With a proven track record of success, this book is for any independent business owner, whether you are being challenged by big-box stores, doing great and want to do even better or just starting out, this book can help anyone grow their sales.

From nurseries to coffeehouses, from bookstores to hardware stores, you can compete - as long as you are creative and willing to change. You Can Compete spells out how you can change any business by focusing on your own four walls, selling like a pro and creatively marketing your business.

But don’t take our word for it, check out the reviews

Table of Contents for You Can Compete

Foreword ................................................................................ xi

Introduction .......................................................................... xv

1. The Titanic and You ........................................................ 1

All Hands on Deck

The Titanic Story

How the Titanic Mirrors the Independent Business

2. How We Got Here and Who’s to Blame ...................... 5

What Happens When the Going Gets Tough

3. The More Things Remain the Same,
the Less Likely Things Change ..................................... 9

Internal Motivation Comes from External Leverage

4. Look Around You

THE FACILITY ............................................................... 13

Signs of the Times Are Not Open

Do You See What I See?

People Attract People — Make Sure They Can See In

Put Something in that Window!

Display the Whole Picture

Lighten Up! People Don’t Shop Where It’s Dark

The Retail Doctor’s Ten Steps to Merchandising Your Store

Discover the Aspects of Movement

Don’t Forget the Holidays

Change Your Register Signs

It Really Is the Little Things

5. Sell Like You Know Them

The Basics of Sales ................................................ 27

It’s Not the Words, It’s the Intent

You Must Know and Teach the Five Parts to a Sale

Greeting—Welcome to My Place...with a Prop

Windows of Contact—Compliment, Share and Continue

The One Qualifying Question

Features and Benefits

Closing With an Add-on

Add On No Matter What Your Business

Conclusion to the Five Parts to a Sale

6. Check for Vital Signs

Employee Hiring .................................................... 45

Employees Are Your Most Important Asset

Hiring

Listening Above All Else Is Required

At the Interview — Make Them Sell Themselves

7. Make Them Hear You

Employee Training .............................................. 51

Train with an Eye to the Exceptional Circumstance

Train as if They Wrote Your Paycheck — They Do

A Script Insures Quality

Write Your Own Script

Train with a Checklist to Ensure Standards

Create a Five-Day Training Checklist

How to Train with Your Checklist

Open the Dressing Room Door to Higher Sales

8. Building Your Team

Sales Management ............................................... 75

Hold Weekly Staff Meetings

Thirty Is the Best You Can Expect — Don’t Settle

Always Teach to Observe

Challenge Yourself to Show How to Do It Right

No One Leaves without You Knowing Why

Discounting Doesn’t Build Relationships

Be Ready if an Advertising Bomb Goes Off

Commission Their Sales

Connect Performance and Tips

Write Sales Boosters to Combat Boredom

No Mental Toothaches Allowed

Ban the Cell Phones

Cut Employees Loose When They Become a Liability

Create Goals and Make Them Achievable

Hold Employees Accountable — The Shark Chart

The Retail Doctor’s Twelve Steps to Being the Top Salesperson

9. Your Face to the World

Marketing ................................................................. 99

Do Your Homework—How to Sell Your Image

Know if You Are a Want or a Need Business

Know Who You Are and Develop a Plan

Know Who Your Customer Is and Isn’t

Focus Your Advertising on Your Target Audience

Image Ads

Clever Ads Make Us Ask, Who Is This?

Use a Card File to Hold on to Current Customers

Reward Your Customers

Get Old Customers to Come Back

Ask For Testimonials and Referrals

Develop a Customer Database

Do Your Homework: How to Sell Your Product

10. You Can Compete ........................................................ 149

“After acquiring a copy of another book - a vacuous read - I found your book to be filled with practical, tested solutions. I intend to incorporate many of your ideas into the critical path I'm developing to guide my first year on the job.”
  - Josh Hinerfeld , HortiSource, LLC

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