How stores can stand out from the rest by focusing on what makes them the best

When we realized a few years ago that the trends in our industry were not looking good, my management team and I got together to discuss what we should do.

We visited successful independent retailers in other markets in our Northwest region to see what they were doing and asked ourselves what we could offer that no one else was.

As a result, we implemented a series of changes that saw us recently enjoy the best fiscal year ever in our 21-year history. Certainly prayer and hard work were part of the reason, but there are other factors I offer to independents wondering what they can do to turn things around.

THINK GOALS

We set written individual goals for each employee, weekly and monthly, in addition to the normal store goals. Each frontliner is given an individual sales goal for the month that details how much they are to ring up, what their average sale should be, the number of items per transaction and how many premiums they are to sell. This is based on the store's sales volume goals that are set each month, and we make sure the goals are reasonable and attainable.

In large part because of this increased sense of focus, we were able to increase our gross profit by more than 1% in the first year and increase the average sale by $1 per transaction.

When we experience a sales decrease, we are able to understand and evaluate what happened and take corrective action. This system has helped us work together to achieve goals that have blessed our staff and business.

We have been able to give staff performance bonuses throughout the year, and it has also been possible to provide a year-end performance bonus to our top performers.

We also increased our advertising budget, from about 3% to 3.5% , focusing more money on promotions that would attract new customers. As a result, we did not see as sharp of a sales decrease as others in the industry did, except when we were hit by blizzards during the winter.

THINK GIVEAWAYS

One thing that could make us different from anyone else, we decided, was that we could bless our customers. So in addition to offering to pray for them, we also set out to give away more product than anyone else.

For example, we bought magnets with scripture on them and Pass It On cards and gave them away to every customer for several months. We have twice given away a promise book to all mothers in April and May, one year also giving a long-stemmed rose to every mother.

We gave away a book to all customers in June and July that encouraged them to pray for our nation. Another time we gave away a book on prayer to as many people as we could at a local Veteran's Day parade. Copies that were left over after that effort were donated to a ministry helping returning combat troops who were having difficulties.

THINK GENEROSITY

We also decided that rather than just focus on our own concerns, we wanted to do what we could to help other Christian bookstores in the area stay in business, too. We are, after all, brothers and sisters in Christ and co-laborers in His kingdom. So we have "adopted" some stores by sending them product to help them financially, encouraging them, sharing ideas that have worked for us and praying with them.

We have helped stores do their inventory, reviewed financials and have given suggestions on how to improve their operation. We've sold product to struggling stores, including our competition, at our cost to help improve their bottom lines, and we have given them return privileges so they are not afraid to take risks.

We have also helped some stores close—assisting them in creating and helping finance their going-out-of-business promotions and creating signs for them. Most importantly, we have prayed for all these stores and let them know that what they are doing is very important. They are in a spiritual battle, and what they are sharing with their customers can change hearts for eternity.

THINK GLOBAL

We realized that we have a unique opportunity to give our customers opportunities to help people—locally and around the world—when they support us, so we have decided to look for products that we can give away to our customers and our community.

In the last several years we have been able to send thousands of soccer balls for use in evangelistic outreaches and Bibles to Africa. We try to do two promotions a year, one involving soccer balls and one with Bibles. We ask our customers to give $5 towards supplying the items. Depending on how much the balls or Bibles cost, we will double that amount.

We try to buy the best Bibles we can find, so our customers see it as an incredible opportunity to send Bibles worth $40-$70 (retail) for their $5 donation. Similarly, we have been able to send up to six soccer balls for our customer's $5 gift.

Most of the Christian radio stations and some local churches have supported us, and we even had secular radio stations helping us.

THINK GRAB BAG

Another important outcome of our leadership meeting was deciding to make more of selling premiums at the point of sale. We have items at the checkout that are specially priced, usually for $4.97. We have offered books, CDs and DVDs at different times. We also have placed special items at greatly reduced prices, at least 50% off. We have learned the hard way that most premiums need to change monthly to have the best results.

We offer our sales staff bonuses for selling certain items. Sometimes it is only 25 cents, other times it has been as high as $4. To receive the bonus, the associates must have met their sales goals.

We have also paid 25 cents for every new e-mail or customer address added to our database, and given a $1 bonus per Bible imprint. Most of these promotions last one month and vary throughout the year.

THINK GOD

For all of our efforts, we realize that, at the end of the day, it is by His grace and mercy that we are still in business.

It is not about us as much as it is about what the Lord can do for us when we pray together, set goals together and work hard to look for opportunities to bless others with our talent, time and business.

Even in the midst of this success, we realize that at any time, due to circumstances outside of our control, our business could end—but until then we enjoy a great privilege to work with a staff that loves the Lord. They also understand the importance of their jobs in the current cultural struggle for whose value system will reign.

For a more detailed list of ideas implemented in Mark Schoepke's stores, click here.