This document provides advice for business owners on how to build customer relationships and increase profitability. It suggests focusing on existing customers by getting them to return more often through offers, social media, and asking for their feedback. It also recommends improving margins by cutting overhead costs, regularly reviewing budgets, and negotiating supplies. The document advocates adapting to change, having a vision for the future, and thinking outside the box to find new opportunities when facing challenges.

1. Loving your existing customers
and preparing for profitability
Jonathan Winchester

2. Loving Your Existing Customers
and Planning For Profitability
Jonathan Winchester
jonathan@shopperanonymous.co.uk
Phone: 01424 858230

3. 1. Sell to new customers
2. Sell more in each transaction
3. Persuade existing customers to return more
often
4. Improve margin by cutting overheads and
sales quality
Focus to Succeed

4. “The species that survived were not the most
intelligent, they were the most adaptable to
change”
Charles Darwin

5. Standing still is
a terminal illness

6. In order to
Adapt and Change,
You must be free of
Denial, Nostalgia and Arrogance

7. Who is your biggest competitor?

8. Your biggest competitor is
YOUR OWN VIEW
OF THE FUTURE

9. Hope IS NOT a strategy

10. The most elusive, and therefore the most
desired, quality of leadership is
VISION”
Nelson Mandela

11. BUILDING CUSTOMER RELATIONSHIPS
TO LAST A LIFETIME

12. Persuade existing customers to
return more often

13. • Offers
• Social Media
• Advertising and promotion
• PR and media
• But………easiest way to get customers to return
more often is………….
There are many ways

14. Let’s ask them!

15. Case Study – Newlyns

16. • 12 existing customers
− (Lovers, Friend and Strangers)
• External facilitator
• Food and drink
• Shop is closed
• Tour
• 2 – 3 hours
Focus Group

17. • Weekday v’s weekend experience
• Longer dwell time with a greater “offer”
• Quality v’s price
= More Spend and Profits Up
Key Findings

18. • Product Recommendations - Dymocks Books
• Demonstrations
• Gift Vouchers
• Suppliers and product training
• Tips Sheets
• Expert staff
• Pre-order service (deli –party)
Other ideas

19. Farringtons

20. • January
− Monday, Tuesday, Wednesday
− Cold, old people, opportunity
• Hot meal and desert, tea or coffee for £5.00
• Average +6%
• Now the strongest part of the business
January Coffee Shop Offer

21. Improve margin by cutting
overheads and sales quality

22. • Who has 12 monthly budget?
• Who gets good accounts back monthly?
• Who “tweeks” it before the month starts?
• Meets regularly to look at costs?
• Negotiates with the bank?
• Stretch the staff?
• Makes staff responsible for the money side?
Profit is Sanity

23. • Look at key supplies
− Gas, electricity - Utility Warehouse?
− Stop delivery charges, better discounts, what can we do for
you?
• Utilisation of space
• Extra services?
• Try and pay promptly
• Visit your suppliers and share your vision
• You are the Customer!
Externally

24. • When do most of the working population get their
salary?
• Last Friday or last day of the month.
• Early days in the calendar higher average spend.
• Festive food event, midweek if on one day, as early on
November as possible. (create two Saturday’s in the
week.)
• 2nd last pay cheque before Christmas.
• 09 Halloween/Sat 31st October/ Important shop move.
Plan Ahead

25. When the going gets tough…
Think outside the Box
Plan Ahead

26. Craigie’s

27. • Kennels
• Selling Dog Food
• Dog Menu
• Families sit with dogs
Dog Café

28. Questions?