Confessions of a Marketing Consultant
Volume 2
Uninformed Employees:
The Death of YOUR Business
I made a quick mid-day trip to Paducah last week on a "day job" errand. I was off to a local craft store to pick up a few poster supplies. I approached the counter after gathering my items, then filled in and presented a company check when given the total of the sale.
The clerk made a few marks on the check and then asked for my driver's license.
"I'm not associated with that account. The proprietor's personal information is on the check...." I told her.
"But I still need your license.....", she said.
"For what?", I said.
"So that I can 'run' it for the check.....", she said.
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You, as the reader may want to stop me right there and say, "Why didn't you just give her your license, get on your way and stop holding the line up?"
Well, my friends ... there's a little thing called "General Principal". My folks made me do things for 18 years based on "General Principal". I'm now reaping my benefit as an adult to use it as well.
In addition ... as you may have learned in earlier blogs, I'm a bit of a "financial disaster" and I really didn't want them running my license. I have many messes that I'm in the process of cleaning up as fast as I can. Anywho ... I digress ....
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I explained the aforementioned to her as quietly as I could and followed it up with, "and to reiterate, I am in no way associated with that account. The bottom line is, you're not swiping my license. Do I need to leave my stuff here and go to 'Other Local Craft Store'?"
"I'll call the head cashier....", she said quietly.
The head cashier approached and I happened to know her.
"We're gonna have to scan your license. There's just no way around it.....",
she began as she stepped behind the register.
she began as she stepped behind the register.
"Jane Doe, you know I'm not trying to raise a big stink ...But you know, I'm in the process of cleaning up years of financial indescretions. I operate solely on cash and if you run my license I'm afraid it won't take HIS check and he could buy and sell all three of us!", I told her.
"We just don't have a choice ....", she said very lethargically.
Seemingly unable to possible concoct a thought of her own on this situation or any other.
Seemingly unable to possible concoct a thought of her own on this situation or any other.
I had reached my point of complete impatience with people who can't think.
"What information is your system going to process that will allow you to determine if you can take this check, Jane Doe?" I asked. I was beginning to grow a little more exhausted with the situation and I was ready to go to the mats over this minor issue.
She looked a little 'deer in the headlightsish" and reached for the phone to call a manager. After calling around to a few extensions, trying to reach anyone she could hand me off to; she stood silently with her hand on the phone and a special little twist on her face.
I repeated my question, "Jane Doe, what information is your system going to process that will allow you to determine if you can take this check?"
She stammered a bit and said, "We have to scan it to see if the money's in the account......"
***DING DING DING***
I leaned across the counter and in a very low and clear voice said, "If you think for one minute that I believe that running my license is going to tell you if John Doe has money is his business account then I absolutely feel sorry for you. And if someone told you that and you believed it, I feel even more sorry for you. Now, do I need to do all of my craft business ... which is quite a lot at 'Other Local Craft Store" or do you think you've got the kahoohoos to sign off on this $20 check...you've worked here since this place opened."
She made a few marks on the check, asked me the employers birthdate ... which I ballpark guessed and handed the check to the cashier. We exchanged receipts, bags and whatnot as I wished them a good day and apologized for any inconvenience. (to the people behind me as well)
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Now here's the reason I'm telling you this.
Business owners ... you MUST make sure that your employees are informed. It is critical to your succes!
Your employees should be on the same "page" as you. They should know what's happening in the store now and what the goals are for the future. They should know why things are done the way they're done and what you hope to gain from it.
Your employees should be on the same "page" as you. They should know what's happening in the store now and what the goals are for the future. They should know why things are done the way they're done and what you hope to gain from it.
And Mr. Business owner, if your reply to that is, "I can't tell them that ... we go a day at a time and it's just the way we've always done it.", then there's a really good chance that you need to start rethinking your business model and get out of the box a bit.
(and possibly call me for a consult and some brainstorming)
(and possibly call me for a consult and some brainstorming)
How can you get your employees motivated?
INCENTIVES!!
INCENTIVES!!
Try something new this week.
Contact another local business owner and tell them that you want to start an employee incentive program.
"If I give you "X", you could use that as employee incentives at your store...
What could you trade for that to be used as employee incintives at my store?"
That should set the ball rolling....
Let me know how it goes!
Let me know how it goes!