Retailing & Strategic Decisions


The strategic part determines the type of business that the retailer would be in. this is governed by two considerations—financial and familiarity considerations and image related consideration:

  1. Financial and familiarity considerations: A most of the outlets are proprietary in nature, the type of business that retailer would like to undertake would be governed by the investment capacity of the person and his familiarity with the product line.
  2. Image related considerations: Retailing is just not a way of business, it is a way of expressing oneself in the society. The shop depending on where it is located and the type of products and brands it deals in, will contribute to the social standing of the shop owner.

As these decisions are taken before taking up dealership with a company, the strategic considerations are not studied. From a marketer’s point of view the managerial considerations become important as they determine (a) whether the retailer would stock and sell their brands, and (b) the effort the retailer would put in to sell the brand.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Why People Resist Change?


  1. Loss of Control: When people feel on top of things, change threatens them with losing control of their personal area of control or influence.
  2. Uncertainty: Predictability is contributing to many people. Change brings uncertainty, which some people find threatening.
  3. Surprise: We like new things but hate surprises. Sudden change is very unsettling to most of us.
  4. Habits: We love our habits. They are efficient and don’t require thought. Establishing new behavior patterns is difficult.
  5. Familiarity: The more we know things, the better we like them. (that’s why companies spend a lot on advertising) The unfamiliar is disturbing.
  6. Work: New things usually mean more work (at least at the beginning).
  7. Competence: People know that they can do what they already do. Change means they will have to master new skills, and they don’t know if they will be able to do it
  8. Ripples: People fear that change in one thing will lead to change in others.
  9. Adjustment: People are afraid it will take them a long time to adjust to any change.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Writing Useful Instructions


When you need to explain in writing how to do something, a set of step-by-step instructions is your best choice. By enumerating the steps, you make it easy for readers to perform the process in the correct sequence. Your goal is to provide a clear, self-sufficient explanation so that readers can perform the task independently.

Gather Equipment

  1. Writing materials (pen and paper, typewriter, computer)
  2. Background materials (previous memos, policy manuals, manufacturer’s booklets, etc.)
  3. When necessary, the apparatus being explained (machine, software package, or other equipment)

Prepare

  1. Perform the task yourself, or ask experts to demonstrate it or describe it to you in detail.
  2. Analyze prospective readers’ familiarity with the process so that you can write instructions at their level of understanding.

Make your Instructions Clear

  1. Include four elements: an introduction, a list of equipment and materials, a description of the steps involved in the process, and a conclusion.
  2. Explain in the opening why the process is important and how it is related to a larger purpose.
  3. Divide the process into short, simple steps presented in order of occurrence.
  4. Present the steps in a numbered list, or if presenting them in paragraph format, use words indicating time or sequence, such as first and then.
  5. If the process involves more than ten steps, divide them into groups or stages identified with headings.
  6. Phrase each step as a command (“Do this” instead of “You should do this”); use active verbs; use precise, specific terms (“three weeks” instead of “several weeks”).
  7. When appropriate, describe how to tell whether a step has been performed correctly and how one step may influence another. Warn readers of possible damage or injury from a mistake in a step, but limit the number of warnings so that readers do not underestimate their importance.
  8. Include diagrams of complicated devices, and refer to them in appropriate steps.
  9. Summarize the importance of the process and the expected results.

Test your Instructions

  1. Review the instructions to be sure they are clear and complete. Also judge whether you have provided too much detail.
  2. Ask someone else to read the instructions and tell you whether they make sense and are easy to follow.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

Advertising: Media Reach and Frequency


When advertisers discuss media, they talk of reach and frequency. Reach refers to the number of people who will be exposed to the message. Frequency refers to the number of times each person will be exposed. Although in some endeavors you should strive for reach, in most, frequency will help you even more. Remember, familiarity breeds confidence, and confidence serves as the springboard to sales.

Select a marketing method. Before you select any method of reaching the people you wish to reach, think these thoughts. It is not necessary to say everything to everybody, nor is it possible. If you try to say everything to everybody, you’ll end up saying everything to nobody or nothing to everybody. Instead, you should try you should strive to say everything to everybody. Your marketing message is the “something.” Your target audience is the “somebody.” Just as you take care in selecting what you will say, you should take equal care in selecting to whom it will be said. Saying the right thing to the wrong people is not acceptable. Advertising on television does wonders for your ego, but if your prospective customers don’t watch much television, it is folly.

Whether you utilize the method properly yourself, and whether you can afford it. When you combine two marketing methods with two other marketing methods, the total is more than two plus two. A synergistic effect is created whereby two plus two starts to equal five and six and seven. And when you combine five marketing methods with five others, your possibilities for success are increased many fold. The more methods of marketing you employ, and the greater your skill at employing and selecting them, the larger the size of your bank balance.

My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

Call People by Name


President Reagan often is referred to as the greatest communicator ever to serve as President. And for good reasons. He used to speak slowly in a well-modulated voice, looks directly in the person or people he is speaking to, remains calm under pressure and uses simple, easy-to-understand words. Mr Reagan employs many subtle but persuasive techniques in dealing with public. Very importantly, at news conferences which are typically a very difficult presidential task, Mr. Reagan would address reporters by name when accepting a question rather than just indicating with a hand motion which reporter might speak nest. It may seem like a small point, but his method was conducive to help create good relations with the press. Why? Because people cooperate better when they are recognized by name. being addressed by name I a sincere and deeply appreciated compliment. It tells a person, “You are important to me.”

 Lyndon Johnson, the Great “Persuader,” practiced remembering names, and Lyndon Johnson was number one “persuader president” of modern times. He was enormously effective in bringing opposing factions together to get legislation passed.

 Why was President Johnson so effective as a human relations engineer? He worked at it! Long before he succeeded Mr. Kennedy as President, he developed and practiced his own ten rules to make himself more effective in working with people.

 President Johnson’s system for how-to-win-influence-over-people appears below:

  1. Learn to remember names. Inefficiency at this point may include that your interest is not sufficiently outgoing.
  2. Be a comfortable person so there is no strain in being with you. Be an old shoe, old hat kind of individual.
  3. Acquire the quality of relaxed easy-going so that things do not ruffle you.
  4. Don’t be egoistical. Guard against the impression that you know it all.
  5. Cultivate the quality of being interesting so people will get something of value from their association with you.
  6. Study to get the “scratchy” elements out of your personality.
  7. Sincerely attempt to heal every misunderstanding you have had or now have. Drain off your grievances.
  8. Practice liking people until you learn to do so genuinely.
  9. Never miss an opportunity to say a word of congratulation upon anyone’s achievement, or express synpathy in sorrow or disappointment.
  10. Give spiritual strength to people, and they will give genuine affection to you.

 Every person has a name and as Dale Carnegie observed, a person’s name is the sweetest word in our language. People feel bigger and better when called by name because it is their most valuable possession. It gives them a sense of individuality – a feeling of being unique.

Hereare five guidelines for calling people by their names to win their cooperation:

  1. Pronounce the other person’s name correctly.
  2. In conversation, use the other person’s name often.
  3. Use nicknames only when you know they are preferred by the person.
  4. Use a person’s last name until familiarity is established.
  5. Spell the other person’s name correctly.

 “Do you know who I am?” The law of self-interest—the tremendous craving for self-identity—comes through in many little ways.

 My Consultancy–Asif J. Mir - Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight

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