With many business owners reporting improving sales in June, it is time to plan a better fall season.   How to take control so YOU are in command?   Try benchmarking to begin.  Take your last 3 months.   Count your appointments, then how many customers you sold.  That will give you the stats to establish your closing ratio (divide customers sold by number of appointments).   Next total all your sales.  Now divide that by the number of customers you sold.  That will give you your average size of sale.

Now it is easy to plan your fall season.  Just decide the sales you want each month and work backward to determine number of customers (divide your sales goal by your average sale), and take it one step further to determine the appointments you need (divide the customers you need by your closing ratio).  Now you know the number of appointments you require.  Break that down to a weekly goal, and be relentless in finding that many appointments each week.   Using this simple plan can easily add another $2 - $5,000 income in your pocket.   Is that worth the two hours to do it?  Try it and tell me the results.

Have a great summer….and fall season.

Steve B

We have been seeing a steady stream of good news on the economy - home sales picking up in parts of the country, banks preparing to pay back government loans, Chrysler coming out of Ch. 11, and GM going in.   Result, most experts feel the recession is bottoming out and will begin returning in the fall.  Again, I predicted this last December.   I have total faith in the American economy.  It is strong, resilient, a powerhouse when it gets going.

So, where are we now?  No question, market dominant businesses are suffering.  Most are off by 25% in sales.  Don’t expect improvements for some time.  What about smaller businesses, $200,000 to $500,000?  Most are holding steady.  They have a strong repeat and referral base.  Many are skilled at working their network and personal promotion - that is the secret to building business in the new era.

Bottom line:  Homeowners will gradually loosen their purse to buy something they really want.  The upper 10% still have money and are spending.  Middle income homeowners are holding back.  Expect it to continue for over a year.

ACTION:  Get on Facebook. Stay in touch with your good customers.  Call every customer and referral source you know.  Personal promotion is the watchword of the future

I just returned from the Vision09 IWC EXPO and meeting scores of dealers.  At an event like this you find leaders who want to keep abreast of latest industry trends, professionals who want to constantly improve themselves, and a goodly number of novices sticking their toe in the water to find out what it is like to start a new business.  Overall, most dealers are holding their own.  Sure, many who are tied to home building are struggling, but those who sell draperies to the replacement market and are well established seemed to be close to last year sales.  Trends:  INTERNET   It is on everyone’s mind.  How to market on the Internet…who to use for SEO and PPC.  No question it is the biggest thing to happen to happen to our industry - and to retailing in general - in our lifetimes.   Watch for my June article for tips on how to harness the power for your business.

I just returned from a meeting with a dozen of the top window coverings retailers in America, selling close to $200 Million - or they were until many experienced a down market of 20 - 25% in the past six months.   Some continued ahead, others about even.  What is the difference and what is the forecast?   Most of these dealers are in major markets selling multi-millions and with several decorators.   Media is not paying off.  The decorators do not have the role to create appointments.   It is hard to inspire employees to do something counter to their culure.

That is where small business has an advantage when you refuse to participate in the recession and do things to keep lead flow moving.    When you promote yourself to high end customers and build on their desire for a beautiful home, it WORKS.  Customers with money are not unemployed.  They have not lost a job.  They still care about their home and move forward in spite of the economy.  You can take an UNfair share from those still buying.

THE ONE BRIGHT SPOT:  INTERNET.   Everyone is getting more appointments from Internet Search engines, blogs, and activities.   But, it is mysterious and costly.   Look into it, but it is not your momma’s web pages.   New, Interactive web pages are getting the attention of Google Bots.   If you are not on the web now, start planning for it soon.

Yesterday I talked with a leading, multi-million business owner in the midwest.  Their leads were within 2% of one year ago at this time.  But, this year they are not relying on media advertising.   They are a leader in encouraging decorators to take a pro-active, entrepreneurial approach to getting leads with door hangers and other activities where initiative replaces advertising.   In the last month 6 appointments came from YARD SIGNS.  Yes, they really work.  How many do you have working for you?

With all the turmoil, I have been pleasantly surprised at the level of appointments for a number of business owners.  A majority I have heard from are equal or ahead of last year.  Last January was low for many, so we do not know what that comparison means.  You may remember that April to September were strong as the tax rebates showed up.  Yes, some are struggling - as in the past, it is mainly those selling blinds to new residential construction.  Commercial held up well through November - December, but now is tailing off.

Tell me your results.  Are your appointments ahead or behind for January - February

I just finished meeting with about 60 window coverings experts.   Several were off in sales by 10% to 20%, but it was surprising how many are holding steady with last year, and some moving ahead.   How do the winners get appointments in this economy? How are they keeping up the beat of lead flow?

Website leads from Search Engines is a growing factor….calling past customers is a winner.  There are many things you can do from meeting people and calling to staying in touch so everyone knows you are still around.    Use yard signs, flyers, and forms of communication that take time instead of money.  They work better anyway.

More retailers than ever before are closing the store and operating from home.  I have heard more tell me their plans in the last three months than in the last three years.   Is that the smart thing to do?  If your sales are under $500,000 and you are the primary salesperson, chances are it can be a good move.   At the same time, if you don’t have a solid plan to make the transition you may be surprised to find how many people think you are out of business.  Watch for my next column in Draperies & Window Coverings Magazine for smart tips how to make a successful change.

Do you know that target neighborhood activities pay off?  Flyers, phone calls, and “Friend Finding” (canvassing) really work.   Yes, it is getting cold and hard to get out as much - or so it would seem. But then there is Morgan Cox in Anchorage, Alaska. She got her flyers out, knocked on doors and continued her marketing in the snow….a pretty common thing you know in Alaska! Morgan received four appointments from her marketing activities and closed every one of them for a FIRST MONTH IN BUSINESS total of $10,000! As a recent graduate of WCU Professional Window Coverings Sales, we are really proud of Morgan. Any of you can do the same -  “Just do it”, as Nike would tell us.

One of the things I am hearing is that workroom owners and experienced window stylings designers need appointments. For the first time in memory good people are available because retailers don’t have enough appointments to keep their decorators busy. At the same time interior designers selling furniture, accessories, and draperies don’t have enough new customers to keep workrooms busy. What is the impact? More and more window treatment consultants are learning a new skill: how to find customers!

I have written many times that the fastest, lowest cost way to get business is to knock on doors and introduce yourself. Never was it more true than today. I am hearing about about women and men overcoming their fear of rejection to find customers by this tried and true way. Tell me your experience of success….share it with others. They will appreciate it.