How our team is going to achieve our sales goals for the month of April

Delivered to General Manager Jeff Lipman

HUNGRY FOR GOLD

TABLE OF CONTENTS

• Executive Summary

• Introduction

• The Opportunity

• Benefits and Risks of Strategic Solution

• Final Recommendation

• References

The Art of shavingPart retail part barber shop

The 4 Elements of the Perfect Shave, Hand-crafted razors, Grooming tools, Skin care, Hair care, Colognes

We are on a journey to be and be recognized as the best selling organization in specialty retail, bar none.

I am a Shaving Consultant

EXECUTIVE SUMMARY• . Our challenge and goal for this month is how we can use these resources along with our

professional team-building communication skills to achieve Gold sales for the month of April.

• Benefits and Risks of our strategic options

• Networking allows us to receive new traffic

• Promotions allow us to close sales

• The Five Non-Negotiables help us to maximize sales that wear well

• However,

• Networking is only an assumption

• Promotions can cause confusion

• Trends in beards and facial hair are showing a decline in shaving

• Recommendation-

• The Five Non-Negotiables have been proven to work and are the values which have helped us achieve the level of success we have today.

INTRODUCTION• Black/Red/Gold

• Gold all year

• Bonus checks

• At the end of March a memo was sent out from corporate stating that every employee needed to use their rollover vacation hours from last year by the end of April or they would expire

• This report does the following:

• Describes the opportunities and challenges for the month of April

• Weighs the risks and benefits of the strategic options available

• Highlights the Five Non-Negotiables strategy

• Explains how we can use the strategy as a team to overcome the obstacles

THE OPPORTUNITY• All employees are taking a week of vacation this month

• This will pose as a challenge

• We are also switching barbers

• My store has been gold in sales three months in a row, meaning achieving sales ten percent above last year and fifteen percent above that.

• We are hungry for the fourth month. In order to thrive this month we will need to function as a cohesive, well-oiled machine.

• “The store is gold, which means that we have a successful trend. To do that it took all four elements of the spa and retail front (three salespeople and one barber), all reaching personal goals to achieve one store goal…

• Challenges for this upcoming month will be to maintain that level of success” (J. Lipman, personal communication, April 8, 2014).

AUDIENCE ANALYSIS• The decision makers who will be interested in

my report are :

• Pedro Mejia – District Manager

• Jeffrey Lipman – General Manager

KEY SUCCESS FACTORS/STRATEGIC SOLUTION• Easter

• Fathers Day

• Promotions

• The Five Non Negotiables

• The Non-Negotiables are as follows:

• Acknowledge every customer with eye contact and a genuine smile

• Communicate The Perfect Shave brand promise while engaging with every customer

• Provide a token of the brand to every customer interaction

• Suggest a logical add-on with every customer

• Introduce the Brotherhood of Shaving to all customer interactions

• (TAOS, 2012)

BENEFITS• Greeting clients when they enter the store creates a warm and inviting atmosphere

• The Brand Promise is “an innovative path to help men enhance their shaving experience. Each step is expertly crafted to achieve optimal shaving results, while transforming the shave from a chore to a prized part of the morning ritual” (TAOS, 2012)

• Brochures and tokens are memorable

• The Barber spa not only attracts new clients to our store, but it gives them a chance to demo the products and leads to more sales

• By enrolling clients into the Brotherhood of Shaving, you increase the chances of that client making a purchase in the future

RISKS• When greeting clients into the store, it is important not to seem too eager. It is best to

give them 10-20 seconds to soak in the atmosphere, then politely greet and approach them

• It is imperative that you do not include redundant information because you do not want to bore or annoy the client

• For example, if the client is a repeat customer and is familiar with the product, it is not necessary to repeat the brand promise

• If it is a repeat client or a regular to the barber spa it is not always necessary to provide a token of the brand

• Clients are sometimes hesitant to provide personal information for example an email address

FINAL RECOMMENDATIONS• Greet the client without seeming eager

• Create a warm and inviting environment

• Transition topics

• Samples and barber pamphlets are great tokens

• Suggesting add-ons should be done in a way which is genuine and caring so as not to seem pushy

• When introducing the Brotherhood of Shaving, convey the message that it is more than an email list. It is a membership, and it is valuable to our clients because it provides helpful tips about shaving and promotional offers

REFERENCES SUBJECT TO CHANGE

• The Art of Shaving Corporation. No Date. Employee Handbook.

• The Art of Shaving. (2012). Gold Standard Selling Process.

• (J. Lipman, personal communication, April 8, 2014).

• (J. Vogelsang, phone interview, March 21, 2014.)

• Malka, E. Zaoui, M. (2002). The Art of Shaving. Clarkson Potter Publishers. New York.