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"The Profitable Retailer" by Doug Fleener

Written by: Kevin Lee

Article Overview: The business book that asks: Retail, is it in you? Rating: 5/5

"The Profitable Retailer" by Doug Fleener

Doug Fleener's "The Profitable Retailer" is comprised of 56 lessons on improving a retail business. The book will find fans with those who own, manage or simply work for a retailer. I find that the book's format (not content) is comparable to Joel Comm's "The AdSense Code" in that it's just over 200 pages in length, but is so dense with valuable and new information at every chapter, it'll take you longer than normal to finish reading (especially if you're like me and take a lot of notes). Moreover, every chapter (i.e. lesson) is only a few pages in length to possibly serve as a checklist for retail operations. Key points from "The Profitable Retailer" include the need to differentiate your business from competitors or customers will always base a purchase decision on price (21), replace "no" signs with "yes" signs (65), recognize customer complaints as opportunities to keep those same customers (74), translate features into benefits since people "buy based on the perceived benefit associated with the product" (91), understand that competitors can copy anyone's marketing mix, but they can't copy "your people" so it's critical to train staff and to keep them happy (97), and be satisfied with a "good" and finished product since perfection doesn't exist (177). In addition, the book also provides interesting tips on proper phone etiquette with customers to help capitalize on those revenue opportunities (201).

However, what probably makes "The Profitable Retailer" one of the more memorable business books I've read so far is that I can relate to Fleener's "experiences" (i.e. "mistakes":) as a small business owner, and to being a first-time retailer when I about 15 and rented a space at Agincourt Mall to sell comic books. In fact, Fleener describes opening his first store in his late twenties as being the happiest day of his life and says "I remember I was beaming the day they hung the sign out front. It was official; I was now a storeowner. It all went downhill from there. I failed miserably. Like many small business owners, I was undercapitalized and spent money on the wrong things. There's an old saying, 'Never confuse passion with knowledge' – and I had plenty of passion. Even after I sold my store, I wasn't about to quit retail" (6). Fleener is an inspiration to me because he never quit on what he believed in. He took the time and effort to become a student of retail (i.e. he spent many years working for those who knew how to run a successful business and got better at asking the "right questions"), and was later able match his experience and knowledge with his passion in order to finally succeed (6).

I believe that the important lesson Fleener tries to impart is: Do you have the humility and determination as a retail owner or manager to learn how to become a profitable retailer or stay profitable? If so, then try reading this book.

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How I answer the phone - When my phone rings, I typically just say "hello", "hello, Kevin speaking" or "hello, this is Kevin speaking" because I use my personal cell as my business line. Therefore, I assume that whoever is calling me is either a friend, family member or at least someone who already knows who I am and what I do, unless it's a caller who simply dialed the wrong number. However, retail expert and author, Doug Fleener believes that incoming calls are rich with potential and greetings should be consistent to provide the best customer experience. For instance, Fleener says "The phone script should be short and to the point. It should always end with the employee's name, not 'How may I help you?' This allows a better human connection over the phone. The best script goes like this: 'Good [morning, afternoon, evening] and thank you for calling Dynamic Experiences Group [insert your company name here], this is Doug [insert your name here]'" ("The Profitable Retailer" 201).
Re: How I answer the phone - [quote="BuzzAroundBooks":3oqi2iso]When my phone rings, I typically just say "hello", "hello, Kevin speaking" or "hello, this is Kevin speaking" because I use my personal cell as my business line. Therefore, I assume that whoever is calling me is either a friend, family member or at least someone who already knows who I am and what I do, unless it's a caller who simply dialed the wrong number. However, retail expert and author, Doug Fleener believes that incoming calls are rich with potential and greetings should be consistent to provide the best customer experience. For instance, Fleener says "The phone script should be short and to the point. It should always end with the employee's name, not 'How may I help you?' This allows a better human connection over the phone. The best script goes like this: 'Good [morning, afternoon, evening] and thank you for calling Dynamic Experiences Group [insert your company name here], this is Doug [insert your name here]'" ("The Profitable Retailer" 201).[/quote:3oqi2iso] That's a good point. But let me ask you, I've noticed that when people have said a script like that over and over again they tend to merge all the words together and it ends up being one monotone word - losing the effectiveness of the script. So do you think something shorter would be better? Something like what Andy used to say in the Call center?
Re: We all embellish, so are we all liars? - [quote="BuzzAroundBooks":3chumhxz]For instance, what if a customer asks you where a specific sales representative is but you don't know where he/she is? Retail expert Doug Fleener says "Rather than appearing not to know what's going on, it's safer to go with the standard reply: 'Dan's (i.e. sales reps' name) not available right now. My name is... May I help you?'" ("The Profitable Retailer" 216).[/quote:3chumhxz] Hi Kevin There have been a couple of businesses in my local area who have done this only to become unstuck when we found out that Dan (or who ever we were after) had not worked there for months and the business (a one man band) was only trying to cover it up to appear larger than it was in reality. My honest opinion was that the business went through a few employees quitting and they didn't want us to think they were an unstable company.
Empathize with customers - [quote="mphcoach":t5ys84d2]Truth is, to get past a bad customer interaction you really do have to give something extraordinary and memorable. Most importantly, you have to be sincere. Tom Peters has some amazing stories in hos books. In fact, when customers do give great feedback it truly is a gift to you to create a lasting relationship. Four bits of chicken was not a response worthy of your problem. For me, the whole deal needed to be free; you would be invited back for free next time and the manager would have spent quality time with you, listening to what went on and using that as feedback for his team to do better next time.[/quote:t5ys84d2] I agree with mphcoach's comments as Doug Fleener says "Most unhappy customers are reasonable once they feel that the company representative they're talking to understands the problem and is interested in finding a solution that works for both parties...it's important to let her vent her frustrations and tell her story... Some examples of how to empathize with the customer include: 'That must have been incredibly frustrating.' 'I can sure understand why you're so unhappy.' 'I would be frustrated, too.' Then follow the acknowledgement with a transition statement: 'Well, let's see what we can do to make it better.' 'I'm sure we can fix this together.'" (The Profitable Retailer 75 & 76)
Never give an excuse - [quote="Sebastien":3d3trrkv]I had an issue once with the Tacone franchise. I called a local location about 5 times and left voicemails every time to have someone call me back because I wanted them to cater a little get together I had. Nobody ever returned my call. I went straight to the website (the franchisor site) and complained that if they were not interested in doing business with me, SubMarina or another sandwich shop would probably be glad to. About an hour later I had a call from the Tacone franchise Area Developer in San Diego, telling me he just took over this territory and he was aware of problems at this particular location. He was really apologetic and knew there was a problem. I thanked him for calling me back so quickly and told him I would probably never buy from them anyways (I am a very snobby customer. When I pay for something, I like to be taken care of). A day later, I get a phone call from the local franchisee (whom I actually knew since we had done business together), explaining how busy he was that he couldn't return my call earlier. I was so chocked! What kind of business is that? I thanked him and told him I will never buy Tacone again. Well, I ended up buying Tacone again because it's so good but I never want back to this one location.[/quote:3d3trrkv] Hi Sebastien, I see where you're coming from and I've stopped going to a particular Kelsey's franchise because of their slow service. We waited more than 50 minutes for our entrees and the manager could only tell us that they were "busy". Well to add to your point, retail expert Doug Fleener says "Profitable Retailers always put the customer first. First before the tasks associated with operating the business. First before profits...First in everything the company does...No one is really interested in how busy you are. In fact, giving an excuse can be insulting. When you say, 'I'm just so busy,' it implies that the other person isn't" ("The Profitable Retailer" 69 & 70). The Tacone franchise you originally called should've arranged for at least someone else to touch base with you if they were too busy themselves to do it or suggested a better time to discuss business.


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