I run a great little business. It has great staff and customers. It has bills to pay and debts to collect. I recently asked of the staff - “what is the single most important critical number for our business”. Of course everyone responded with sales and deals and profit. Over time we realised that they were just simple indicators of us doing our job well. We spent more time thinking about it - what we do and how we do it. And we realised that in fact sales and deals were the results of fruitful meetings with our clients and prospects. If we have more meetings we will get more work and more sales and more profit.
It sounds horribly simple, but when we began to focus the whole business on getting out there and having more meetings, we saw an incredible change in energy. It stopped being a job and became a team sport. We introduced rules and a scoreboard. We had started playing the Great Game of Business.
The Great Game of Business is not my invention, but is the wonderful work of a humble American businessman called Jack Stack. His simple theory of critical numbers can be applied to any business.
So, I ask you folk in Convenience Stores across Australia - what is your critical number? Is it the number of transactions? Is it the number of people coming through the door? Is it the amount of repeat business? Or is it again the number of meetings you have with your customers every week? If you think about someone shopping and in fact look upon it as a potential meeting your whole engagement criteria changes. No longer is it about scanning the product and taking the cash - it is about entering a conversation and becoming involved in that consumers life.
Too few Convenience Stores are just places you buy stuff when you are on the run. I don't know if you’ll remember a great TV series called Open All Hours, a comedy series about a corner shop in northern England. The store owner was a busybody who knew everything about everyone and while he was gossiping about life he was putting more and more products into the customers basket. The more stuff he had hidden away behind the counter, the more chance he had of a customer asking for it and the more chance he had of talking them into filling their basket.
The Convenience stores I visit don't have the energy and interest they need to create a wonderful and compelling reason to want to keep on shopping there. I think the trouble with C-Stores is that they have become plain old tasteless melba toast. They look the same. They are in similar positions. They have similar layouts and they range the same stuff. Marketing theory would demand that the modern C-store should compete on price, or service. We all know the pricing position is impossible given the buying power of the supermarkets, so we must think about the service. So where is the service? Where is the conversation? Where is the charm, the humour, the passion and of course the gossip?
What are you doing differently? Where are you trying to engage and become part of the fabric of your local communities?
Come on, surely it is time to excite, and delight. Combine your passion for making money with a passion for making a difference to your consumers life. Give them something back. Entertain them.
Now of course I am making sweeping generalisations and there are exceptions. I am a big fan of NightOwl. They seem to respond to the needs of their locals and also support lots of community groups and have even developed their own branded bottle water to raise funds for the Lifesavers! Brilliant.
Our local bottleshop has a massive wine tasting party every Friday. It is packed to the rafters and that is where and when we fill our boots with grog and Dan Murphy’s lose out. They email me like a dear old friend - they keep in touch and tell me what is going on. The local convenience store should do the same. Become the local hub in our community. Make a difference. Stamp your presence on the local community. Protest for more parking. Protest for less parking. Become a corporate terrorist. Whatever it takes to become an essential local voice of the people. See what your local counsellors do and learn from the good stuff!
I am waiting for Karl in my local bottleshop to stand for council. He’ll get my vote today and forever as long as he keeps throwing those parties.