PCA Magazine Summer 2022
PREMIUMCIGARS.ORG VOLUME 3 2022 | PCA The Magazine 41 H O L I D A Y R E A D I N E S S G U I D E STAFF UP The holiday sales season is already underway, so first things first—do you have enough staff to carry you through? If you were in a bind last year, get extra help this year. You’ll also want to review last year’s sales and foot traffic, anything special you’re planning this season, the current market, local economy and nearby competitors. Questions to help assess your staffing needs include: • Were you short-staffed last year? Already short-staffed this year? • How far away is your closest competitor? Howmuch competition is within a fewmiles? • Are you planning on offering extra services this season? • How often do people come into your store only to soon leave without making a purchase? Once you’ve assessed the situation, you’ll know howmany people to hire and which roles you want them to fill. And when you’re ready to hire, spread the word far and wide, through online job sites, your website, social media, email and word of mouth. And don’t forget to ask your current employees—they’ll likely know a few good candidates. Whatever you do, don’t delay. The longer you wait, the less likely you’ll be to find qualified talent and have enough time to get them fully prepared for the season. PREPARE YOUR TEAM Once you’ve determined your staffing needs, it’s time to get your team holiday-ready. Everyone on your staff should know what to expect throughout the season—especially on big shopping days—and be fully prepared to offer a meaningful, engaging and helpful experience to each customer who visits your store. When planning your training resources and materials, a few questions to consider may include: • Does each employee know about all the holiday specials you’re offering? • What happens if you sell out of an item? • Are your sales/return policies clearly posted and communicated to customers? • Does each employee understand and “know” all the products? • Are all staff trained on what to do in case of a shoplifting incident, including recognizing warning signs and tips for prevention? • Does each employee know how to: – Appropriately engage a potential customer? – Sell your merchandise? – Listen to the customer? Russell Wilder, owner of Top Shelf Cigar & Tobacco Shoppe in Georgia, recommends, “Keep staff up-to-date on specials and keep all customers likes/dislike top of mind to assist loved ones with gift purchases.” And Mike Kimzey of Discount Smokes in Louisville, Kentucky, suggests, “In order to help customers when you’re away, walk EACH employee through your humidor and give them two cigars that they can remember for mild, medium and bold. They can make the customer feel comfortable by saying ‘These are the two cigars in your flavor profile that the boss recommends.’” Other helpful tips and ideas include: • Pair up new and existing employees. There’s nothing better than hands-on training. Pair up new hires with trusted employees so they can “shadow” and get quality hands-on training. • Communicate often. When employees aren’t fully looped into what’s happening, they feel less engaged and are less motivated. Prevent this by communicating with them directly—and often. Never assume someone else has fully conveyed everything to another employee. One PCA retailer suggests “communicating sales goals, sales focus, scheduling, expectations and other key points with employees several months in advance if possible.” • Show appreciation. Tell your employees howmuch you appreciate them. A simple “thank you” or “great job!”, encouraging peer-to-peer recognition, showing appreciation for employees on social media, and offering small gifts as tokens of appreciation go a long way. • Incentivize employees. Consider holding a contest with cash or other desired prizes to spur on excitement, sales, and healthy competition. • Provide specialized holiday sales training to all staff and clearly communicate changes, updates, and new promotions before launching anything publicly. Offer additional trainings for pairing and gift ideas for buyers who are unfamiliar with cigars. FOCUS ON SERVICE OVER SALES Consumers today expect more from retailers—and when you meet and exceed their expectations, you’ll turn one-time shoppers in lifelong customers. According to Chris Gwaltney, owner of ABC Fine Wine & Spirits in Florida, “There are customers who will enter your doors for the first time in search for a gift. They may not smoke or drink so they will likely be uncomfortable and seek your help. If you knock the guest service out of the park, they will not only come back but will recommend you to others. On the other hand, drop the ball and they are done with you.” To deliver the memorable, meaningful and engaging experiences customers want, it’s important to ask questions and practice active listening. Daniel Greenwald of Cigars on Maybank in South Carolina says to “ask a lot of questions to assist customers in the decision-making process.” Charlie Davis of B & B Tobacconists in North Carolina, and John
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