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Learn to:
- Launch a successful independent retail business
- Make your Web site shine
- Connect with customers and increase sales
- Simplify operations with forms and templates on CD
Get your business off the ground with a killer brand and get the sales you want!
It's a great time to be an independent retailer! Whether you're a novice or seasoned professional, this practical how-to guide shows you how to start and run your business in today's marketplace -- from your original dream and the day-to-day operations to establishing a connection with customers and increasing your sales, both on the Web and at a brick-and-mortar shop.
- Get lessons from real-life experience -- the author shares his expertise in retail business (from his mistakes to his triumphs) and reveals what it takes to be successful
- Master all the basics of launching and growing a retail business -- from writing a business plan and finding a great location to hiring and keeping great staff
- Meet and exceed the expectations of today's consumer -- discover how to create positive shopping experiences, provide top-notch customer service, and earn customer loyalty
- Spread the word without going broke -- find out how to differentiate your business, generate word-of-mouth advertising, and plan effective sales and promotions
Bonus CD Includes
Forms, templates, and samples to simplify your business, from managing employees and inventory to tracking financial performance, creating sales and marketing tools, and adding signage to your store
See the CD appendix for details and complete system requirements.
Open the book and find:
- The 10 keys to retailing success
- How to design stores that work
- Where and how to buy merchandise
- The best ways to make your business memorable
- Expert tips for building your Web site and selling online
- Advice for handling legal and accounting issues
- In-the-trenches, proven management practices
- A crash course in the art of selling
Learn to:
- Launch a successful independent retail business
- Make your Web site shine
- Connect with customers and increase sales
- Simplify operations with forms and templates on CD
Get your business off the ground with a killer brand and get the sales you want!
It's a great time to be an independent retailer! Whether you're a novice or seasoned professional, this practical how-to guide shows you how to start and run your business in today's marketplace -- from your original dream and the day-to-day operations to establishing a connection with customers and increasing your sales, both on the Web and at a brick-and-mortar shop.
- Get lessons from real-life experience -- the author shares his expertise in retail business (from his mistakes to his triumphs) and reveals what it takes to be successful
- Master all the basics of launching and growing a retail business -- from writing a business plan and finding a great location to hiring and keeping great staff
- Meet and exceed the expectations of today's consumer -- discover how to create positive shopping experiences, provide top-notch customer service, and earn customer loyalty
- Spread the word without going broke -- find out how to differentiate your business, generate word-of-mouth advertising, and plan effective sales and promotions
Bonus CD Includes
Forms, templates, and samples to simplify your business, from managing employees and inventory to tracking financial performance, creating sales and marketing tools, and adding signage to your store
See the CD appendix for details and complete system requirements.
Open the book and find:
- The 10 keys to retailing success
- How to design stores that work
- Where and how to buy merchandise
- The best ways to make your business memorable
- Expert tips for building your Web site and selling online
- Advice for handling legal and accounting issues
- In-the-trenches, proven management practices
- A crash course in the art of selling
Rick Segel, CSP is an international retail expert and author of 8 books on retailing. Segel is the Online Retail Marketing Expert for [...] and is the creator of the highly acclaimed Retail Awards Program in Massachusetts. His weekly column is read by more than 10,000 retailers worldwide.
Introduction 1
Part I: Testing the Retail Waters 5
Chapter 1: Retailing: How It Really Works and How It Can Work for You 7
Chapter 2: Defining Your Vision: It Starts with a Dream 17
Chapter 3: Branding: Making Your Business Memorable 27
Chapter 4: Getting to Know Your Customers Before You Even Have Any 37
Part II: Settin' Up Shop 49
Chapter 5: Location, Location, Location: Finding the Right Place to Do Business 51
Chapter 6: Designing Stores That Work 71
Chapter 7: Choosing Your Merchandise: What to Buy and Where to Find It 85
Chapter 8: Getting the Goods: Controlling Your Buying 97
Part III: Detailing the Retailing 119
Chapter 9: Creating the Business Plan and Structure 121
Chapter 10: The Fine Print: Crossing the T's and Dotting the I's 141
Chapter 11: Creating Your Internal Systems: The Day-to-Day Stuff 163
Chapter 12: Finding, Hiring, and Keeping a Great Staff 183
Chapter 13: Money Matters: Accounting for Money Coming In and Going Out 201
Part IV: Spreading the Word Without Going Broke! 217
Chapter 14: Generating Word-of-Mouth Advertising 219
Chapter 15: Advertising Vehicles: What to Include in Your Arsenal 231
Chapter 16: Signage: The Underutilized Killer Resource 251
Chapter 17: Setting Up Successful Sales and Promotions 273
Part V: Selling Made Simple 295
Chapter 18: Selling the Soft, Suggestive Way 297
Chapter 19: Visual Merchandising for the Artistically Deprived and Financially Handicapped 309
Chapter 20: Selling Online: It's an E-World 319
Part VI: The Part of Tens 339
Chapter 21: Ten Keys to Retailing Success 341
Chapter 22: Ten Secrets of Extraordinary Customer Service 347
Chapter 23: Ten Proven Management Practices 351
Appendix: About the CD 357
Index 369
| Erscheinungsjahr: | 2008 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780470293300 |
| ISBN-10: | 0470293306 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Segel, Rick |
| Auflage: | 2nd edition |
| Hersteller: | Wiley |
| Maße: | 234 x 186 x 22 mm |
| Von/Mit: | Rick Segel |
| Erscheinungsdatum: | 01.09.2008 |
| Gewicht: | 0,63 kg |
Rick Segel, CSP is an international retail expert and author of 8 books on retailing. Segel is the Online Retail Marketing Expert for [...] and is the creator of the highly acclaimed Retail Awards Program in Massachusetts. His weekly column is read by more than 10,000 retailers worldwide.
Introduction 1
Part I: Testing the Retail Waters 5
Chapter 1: Retailing: How It Really Works and How It Can Work for You 7
Chapter 2: Defining Your Vision: It Starts with a Dream 17
Chapter 3: Branding: Making Your Business Memorable 27
Chapter 4: Getting to Know Your Customers Before You Even Have Any 37
Part II: Settin' Up Shop 49
Chapter 5: Location, Location, Location: Finding the Right Place to Do Business 51
Chapter 6: Designing Stores That Work 71
Chapter 7: Choosing Your Merchandise: What to Buy and Where to Find It 85
Chapter 8: Getting the Goods: Controlling Your Buying 97
Part III: Detailing the Retailing 119
Chapter 9: Creating the Business Plan and Structure 121
Chapter 10: The Fine Print: Crossing the T's and Dotting the I's 141
Chapter 11: Creating Your Internal Systems: The Day-to-Day Stuff 163
Chapter 12: Finding, Hiring, and Keeping a Great Staff 183
Chapter 13: Money Matters: Accounting for Money Coming In and Going Out 201
Part IV: Spreading the Word Without Going Broke! 217
Chapter 14: Generating Word-of-Mouth Advertising 219
Chapter 15: Advertising Vehicles: What to Include in Your Arsenal 231
Chapter 16: Signage: The Underutilized Killer Resource 251
Chapter 17: Setting Up Successful Sales and Promotions 273
Part V: Selling Made Simple 295
Chapter 18: Selling the Soft, Suggestive Way 297
Chapter 19: Visual Merchandising for the Artistically Deprived and Financially Handicapped 309
Chapter 20: Selling Online: It's an E-World 319
Part VI: The Part of Tens 339
Chapter 21: Ten Keys to Retailing Success 341
Chapter 22: Ten Secrets of Extraordinary Customer Service 347
Chapter 23: Ten Proven Management Practices 351
Appendix: About the CD 357
Index 369
| Erscheinungsjahr: | 2008 |
|---|---|
| Fachbereich: | Management |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780470293300 |
| ISBN-10: | 0470293306 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: | Segel, Rick |
| Auflage: | 2nd edition |
| Hersteller: | Wiley |
| Maße: | 234 x 186 x 22 mm |
| Von/Mit: | Rick Segel |
| Erscheinungsdatum: | 01.09.2008 |
| Gewicht: | 0,63 kg |
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