OPEN Forum Guide: Preparing For Holiday Shoppers

From Helen Zhang:

Summer is officially over and the soon-to-be falling leaves only mean one thing: the holiday season will soon begin to whirlwind around every small business owner. As we all know, most holiday shoppers knock out their lists in one fell swoop by going to a big department store or shopping mall with big name retailers. But fret not, with enough preparation and the help of the growing "shop local" trend, small businesses don't have to be left out of growing retail sales.

Show the love

Shoppers are flocking to independent businesses not only for unique products, but also a more focused sense of customer service. Since small businesses can't always compete with the big boys in low prices, distinguish yourself with warm customer service, says Lori Johnston. “Show appreciation for your customers—it could be as simple as carrying purchases to their car,” she says. Barry Moltz agrees. “Form a "human bond" with your customers—a practice that could work especially well during the holidays since the focus of the season is on family, connection and togetherness,” he says.

Rieva Lesonsky also stresses the importance of customer relationships. During the holidays, she suggests gifts as a less expensive way of showing your customers love than discounts. After all, you can give away products that aren’t selling well so your bottom line isn’t heavily affected. She also suggests adding personal touches—something big retailers can’t offer. “Get to know your customers personally; remember what they like (and don’t like); greet them by name and respond to their problems and questions quickly,” she says. So if you haven’t focused on customer attentiveness in the past, there’s no better time to start than before the holidays.

Social media is your friend

Facebook and Twitter should be your best friends, and if they’re not, get acquainted fast. Small businesses have the opportunity to personally interact with customers in ways big chains don’t, and that includes online communications. Offer discounts to Facebook friends, or announce a flash sale using Twitter. Your loyal followers will respond and follow.

Just ask these small business owners. For example, Irwin Alhadeff opened Masada Leather in Athens, Georgia 35 years ago. He might not have the lowest prices, but he keeps his customers coming back during the holiday season by sending e-mail reminders and offering special sales to Facebook friends of the store. Max Guerrera, who owns baby furniture shop Rattles and Rhymes, also uses Twitter and Facebook to promote new products. In addition, she send coupons via e-mail to customers who’ve signed up in the store.

Embrace your local community 

Don’t hide the fact that you’re a mom and pop operation—tell your story and use it to your advantage, says Barry Moltz. After all, every business, even the biggest, were started by people like you. Don’t be afraid to share your story with your customers. The more they know about you, the more they will trust (and buy from) you.

One great way to get in touch with your community is to support a local cause, says Rieva Lesonsky. Social responsibility is a priority for customers these days, and if your business can give them the chance to make an impact on their community, chances are they will flock to you. “And there’s no better time than the holidays—when people’s thoughts naturally turn to sharing, donating and giving back—to get involved with a local charity of your choice,” she says. Read her guide for a step-by-step plan on how to find the right organization to work with.

Keep the momentum

One frequent question small business owners have is how to keep their holiday customers coming back throughout the year. Stacy Lipson suggests using social media to keep in touch and cultivate the connections you made during the holiday season.

Rick Jensen, the CMO of Constant Contact, suggests a triple-E plan: engage, entice and earn. Make every customer feel like a VIP, no matter how much they spend when they visit. Then, “entice” them to return: “Essentially, make it worthwhile, and easy, for a customer to become part of your inner circle. You do this by giving them something they want and can’t easily find elsewhere such as freely sharing your expertise and providing information that’s relevant to them,” Jensen says. Once you’re part of that “inner circle,” earn the ability to connect with them via social media.

Now that you have a plan, don’t let the holidays creep up on your business. Prepare yourself for a full-court press on your customers, and hit the ground running. If you do it right, you’ll be smiling well into the new year.

Source: http://www.openforum.com/articles/open-forum-guide-preparing-for-holiday-shoppers

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