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I have found the answer! A significant percentage of pizza businesses throughout the world are reporting slides in sales, profits and consumer traffic counts of between 5 percent and 30 percent.
Disconcertingly, the trend is being accepted as the norm. The key causal factor is both interesting and disturbing. Management and staff have stopped selling. The increased investment, which is being made in automated systems of computer software, is working against sales. Staff members are being progressively reduced. That, rather than economic slowdown, is contributing to the malaise in which many management teams find themselves.
Customers are being left to their own devices. It is too often presumed by management that they know what they want, are streetsmart and price sensitive. That is a sad and often incorrect presumption.
Individuals and consumers at large are confused, anxious and lack self-confidence about making a reasonable, rational and objective decision. The consequences amount to a gridlock. Prospective purchasers either withdraw from the marketplace without buying anything or retreat to the proven, established and recognised brand names. In many instances that outcome satisfies no one.
In reality, consumers love change. What they dislike is being changed. It is a matter of choice that appeals most. Being changed is often an imposition.
Therefore, those pizza businesses and entities which invest resources in terms of people, consumer education, training, time, merchandising and packaging establish the foundations upon which discretion can be determined and choice made.
INVESTMENT CHECKUPS
- PEOPLE
Salesmanship reflects life. It is a social interaction, in which people's images, perceptions, sense of value, desires, needs, wants and aspirations are influenced, and in many instances, moulded. Most consumers typically love to be sold. It makes life in this time-poor environment so much more enjoyable and easier. Who among us truly knows what is needed, what is available, what is viable and what represents quality and value?
As a result, many decisions are based on supposition and subjectivity. Guidance towards the completion of a purchase by a professional salesperson is often welcomed.
- EDUCATION
Commitment to the education of staff members and in turn customers, establishes a structured set of criteria upon which better decisions can be made. Informed customers are both happier and more loyal clients. There is also less likelihood of errors in judgement. The ultimate outcome is increased recommendations, referrals and, yes, sales.
- TIME
The more time consumers commit to the buying process, the greater the emotional bond to the product, service, salesperson and to the company.
Subconsciously, individuals identify a reward for their investment of time in progressing through the buying cycle to acquisition of the product and / or service. It must necessarily be a mutual commitment between business and consumers.
It is said that professional salespeople and marketers are required to allocate sufficient time to ask prospective customers at least seven questions before the nature of their needs can be identified, analysed and satisfied. On another axis of time, extended or revised hours of trade can fulfil the widespread and pre-eminent consumer demand for convenience. Changes in trading hours can be so simple and convenient. Today, customer service in the pizza retail sector is measured in modules of time.
- MERCHANDISING
Creative and animated displays stimulate prospective customers into mental and physical involvements with a product and / or service. They also project images of prime users and subliminally endorse pending decisions. In essence, they should introduce a little theatre. And, who among the public doesn't like to be entertained and applauded?
- PACKAGING
Effective packaging of premises, staff members and products result in environments, which are conducive to contemplation, fun and buying. The differing dimensions of colour, space, aroma and movement project differing personalities, which are the essence of interest and demand.
Product life-cycles are shortening. The need for the refinement and upgrading of products, staff and premises packaging is intensifying, with shortening horizons. However, the expenditure of time, money and resources is rewarded with increased consumer demand, staff morale and motivation, and a general sense of well-being.
FOLLOW-UP
In this supposed era of relationship marketing, it is astounding just how few salespeople secure the names, addresses and telephone numbers of prospective customers. Even fewer are moved to follow-up, to maintain the momentum and to sustain the consumer's interest. It is pretty fundamental stuff and easy to implement.
A MATTER OF CHOICE
Unquestionably, customers do have before them a plethora of choices. In a sea of sameness and inertia, far too many choose to do nothing. That is not good business, nor is it good for business. Energy can and should lead one to differentiation, which in turn results in demand.
I'M SOLD
"Tell me, sell me and humour me." This single phrase encapsulates primary consumer attitudes, which pervade the marketplace. In the absence of these external stimuli, many consumers become non-responsive, apathetic and detached. And, to think, for so long managers and marketers have thought the problem lay with consumers. In reality, it is a consequence of our own making.
When pizza outlet managers and staff members get involved, get interested, get enthused and get focussed, increased sales, margins and profits inevitably result.
PMQ
Barry Urquhart is Managing Director of Marketing Focus. He is an internationally recognised conference keynote speaker, author and strategic marketing coach. His latest book and conference address are titled "Marketing Magic - Streetsmart Marketing."
TEL: 61 8 9257 1777
urquhart@marketingfocus.net.au
www.marketingfocus.net.au
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