Choose to prosper!  Recently all we hear in the news is that we are in a recession.  How long it will last is debatable, it all depends on which forecaster you listen to, but most indicate that we should be coming out of it early next year.  So we can choose to get ourselves down by what we hear or be true to the adage, believe in yourself and you shall not fail.  Staying positive, staying focused on your business and continuing to develop your store identity is a proactive approach and extremely important to the health and prosperity of your business during difficult times.  

The key factor to success is encouraging traffic to your store.  Finding innovative ways to do so is crucial and once at your store, how you interact with these customers is just as imperative.

Dan Feder, co-chief executive officer of San Diego-based Five Point Capital says "Continue to get the word out about your business.  Think of ways to bring in new types of customers, maybe partnership opportunities, or new products and services. Many businesses stop doing things that will help them grow in fear of the recession, and then do just that-stop growing."  Check out this video on how to build partnerships with other local businesses in your area, "How to Acquire New Customers--Partnership Packs."

According to a recent Wall Street Journal article, Susan Kronick, a Macy's vice chairwoman believes shoppers need a reason to visit stores. She encourages her managers to spend more time on the floor talking to customers to find out what these reasons are.  So the chains are finally catching on to what you, as independent retailers, already know and do.  However, just being on the store floor is not the answer, use the time on the floor to your advantage, by interacting with your customers.  Find out what they are looking for, why they chose to shop your store.  

Create a positive experience says Jay Siff, CEO and founder of Moving Targets and Loyal Rewards, "make sure you give every customer the best experience you can. That means clean restrooms, courteous staff, eye contact, handshakes."  All of this will help you to build a rapport, which you will get paid back tenfold.  When customers feel that you really want to help them, rather than are just there to sell them, they become loyal customers and loyal customers return time and time again.  Watch the segment, "Six Secrets to Success - Quality Touches" and learn more on why quality touches are so important to your success.

In the article, Training Retailers Need to get on board, it discusses the importance of great customer service and how the big box stores presently just don't focus on this as an important aspect of their success.  As independent retailers, you absolutely get how important this is, but it is finding the time to train your sales people that I'm sure is the biggest issue for you.  Shameless plug here, but that is what we are here for.  Give your staff the okay to spend a few minutes a day watching some of the videos on the Gift and Home Channel and get your training without ever having to send your salespeople outside your store.  Here's one for starters, "How To Be A Great Sales Person--Six Most Important Words in Retail." 

Other important aspects to evaluate are price, brand strategy and innovation, which are all critical components to the customer's experience.  Phil Kowalczyk, Managing Director, North America for Kurt Salmon Associates says that when these elements are executed flawlessly on the store floor, customers have compelling reasons to spend.

So avoid the pitfalls, as discussed in the article, "5 Fatal Mistakes for Small Retailing,"stay focused, market yourself, let your customers know they are top priority by the actions that you take and you will be amazed at how your store prospers.