Communicating Your Commitment to Quality Standards
You have the most incredible quality and ingredient standards around. You are committed to ensuring that every aspect from manufacturing processes and ingredients to purchasing and delivering products to your customers is met every day to every customer. Do you currently share that information? You should.
I recently read a book by Peggy Klaus titled “Brag! The Art of Tooting Your Own Horn Without Blowing It” and what Peggy shares reinforces my thoughts about letting your customers and community (in-store and on-line) know of your commitment. From the book I quote: “in today's competitive business world, bragging is a necessity - not a choice. Remaining quiet about yourself or, worse, downplaying your successes leads to being under-appreciated, or even allowing others to take credit for your achievements.” Think of your competition. Do they promote things that you’ve done for years as they break into your market? We are an industry of storytellers and it’s time to share your story of commitment!
Write It Down
The first thing to do is write your commitment and standards down. Don’t worry about it being grammatically correct you can always hire someone to wordsmith your copy and even turn the information into a news release. Once you can see your commitment then you can share it. So what are some of the things that you do?
a) Consider sharing when and why you started with your focus of care
b) Include how you choose items to be part of your mix and what questions you ask the processing facilities, the ingredients they use, and their handling practices
c) Share how the ingredients and products are handled once they arrive at your store
d) What support and guarantee do you already have in place about your service and products
Train Your Staff
Since you now have your commitment and standards recorded its time to train your staff. Share your story (reference the Brag book if needed for ideas) and create a knowledge base and connection to your passion and commitment that your staff can then pass on to your customers. Ask your staff to understand, support, and share your passion.
Spread The Word
Consider the ways that you currently share your promotions and events. See the example to the left from my friends at Nature's Food Patch in Clearwater, Florida. They have always had incredible standards and found great ways to share that message. This "Our Philosophy & Quality Standards" example is from their website at www.natruesfoodpatch.com.
Creatively add your commitment message into those vehicles plus consider:
a) Producing a poster sized statement of your commitment and display it in a high traffic area of your store – it becomes your billboard
b) Including your message into your in-store and on-line promotional flyers and shelf talkers
c) Posting your news release into your website, email blasts, POS consumer display screens, etc.
d) Sharing your story (Brag – make it personal not a sales pitch) of your commitment in your blog and other social networking sites, though local alternative / complimentary wellness organizations, and local media, so that you can spread your circle of knowledge and engage current and potential consumers
Today products are available in so many outlets however by attaching what makes you and your store unique is your story and trusted commitment of care. I encourage you to go out a toot your horn and share why consumers should shop from your shelves with confidence.
To learn more about the book “Brag! The Art of Tooting Your Own Horn Without Blowing It” visit the askDebby.com/ReadThisList page and click on the title for more information.
Until next time, here’s wishing you a great day!
Debby
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l Become a Facebook Fan
I recently read a book by Peggy Klaus titled “Brag! The Art of Tooting Your Own Horn Without Blowing It” and what Peggy shares reinforces my thoughts about letting your customers and community (in-store and on-line) know of your commitment. From the book I quote: “in today's competitive business world, bragging is a necessity - not a choice. Remaining quiet about yourself or, worse, downplaying your successes leads to being under-appreciated, or even allowing others to take credit for your achievements.” Think of your competition. Do they promote things that you’ve done for years as they break into your market? We are an industry of storytellers and it’s time to share your story of commitment!
Write It DownThe first thing to do is write your commitment and standards down. Don’t worry about it being grammatically correct you can always hire someone to wordsmith your copy and even turn the information into a news release. Once you can see your commitment then you can share it. So what are some of the things that you do?
a) Consider sharing when and why you started with your focus of care
b) Include how you choose items to be part of your mix and what questions you ask the processing facilities, the ingredients they use, and their handling practices
c) Share how the ingredients and products are handled once they arrive at your store
d) What support and guarantee do you already have in place about your service and products
Train Your Staff
Since you now have your commitment and standards recorded its time to train your staff. Share your story (reference the Brag book if needed for ideas) and create a knowledge base and connection to your passion and commitment that your staff can then pass on to your customers. Ask your staff to understand, support, and share your passion.
Spread The WordConsider the ways that you currently share your promotions and events. See the example to the left from my friends at Nature's Food Patch in Clearwater, Florida. They have always had incredible standards and found great ways to share that message. This "Our Philosophy & Quality Standards" example is from their website at www.natruesfoodpatch.com.
Creatively add your commitment message into those vehicles plus consider:
a) Producing a poster sized statement of your commitment and display it in a high traffic area of your store – it becomes your billboard
b) Including your message into your in-store and on-line promotional flyers and shelf talkers
c) Posting your news release into your website, email blasts, POS consumer display screens, etc.
d) Sharing your story (Brag – make it personal not a sales pitch) of your commitment in your blog and other social networking sites, though local alternative / complimentary wellness organizations, and local media, so that you can spread your circle of knowledge and engage current and potential consumers
Today products are available in so many outlets however by attaching what makes you and your store unique is your story and trusted commitment of care. I encourage you to go out a toot your horn and share why consumers should shop from your shelves with confidence.
To learn more about the book “Brag! The Art of Tooting Your Own Horn Without Blowing It” visit the askDebby.com/ReadThisList page and click on the title for more information.
Until next time, here’s wishing you a great day!
Debby
l askDebby.com l About Debby Swoboda l Consulting with Debby by the hour or by the visit l Branding Toppers Co-op Labels l FREE Shelf Talker Library l Retailer Forum l Read This l Become a Facebook Fan
Posted by Debby Swoboda at 4/6/2010 11:19 AM 
Categories: social networking,consumer engagement,staff training,retailer education,quality standards,media rooms,marketing ideas
Tags: marketing tips customer retention retail personality in-store signage customer engagement
Categories: social networking,consumer engagement,staff training,retailer education,quality standards,media rooms,marketing ideas
Tags: marketing tips customer retention retail personality in-store signage customer engagement
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