Dynamic hardware

DYNAMIC

HARDWARE BUSINESS COMMUNICATION

& GARDEN NOVEMBER 2014

5

tips that will help your products packaging deliver a powerful punch!

WHY FEATURES TELL BUT BENEFITS SELL! Tell me why I love your product not how it works…

MEET THE EXPERT What story is your website telling about

YOU?

Plus

Knowledge is POWER!

& GARDE

Published By

Editor Georgina Senes Publisher Robyn Gipters Contributing Writers David Read Graphic Designer Corbin Nash Chief Executive Officer Paul Brotherson PR and Adversting Enquires Jane Hamiltion jane@millenniagroup.com.au P. 1300 900 171

FROM THE EDITOR Welcome to the first issue of Dynamic Hardware & Garden Magazine. We are delighted to be bringing you a magazine jam packed with news and information as well as interesting and helpful articles catering exclusively to those in the Hardware & Garden industries.

DYNAMIC

Each issue we will endeavour to bring you all the latest on what’s happening within the industry as well as an array of practical information that will help your business to thrive. And this issue is no exception!

With the warmer weather fast approaching people are getting busy with projects around the home and in the garden in preparation for summer making it a busy time in Hardware & Garden businesses - so it’s essential that you and your team are on your game!

In this issue of Hardware & Garden we help you do just that with a great article on tips and tricks to help motivate your staff and increase your businesses sales potential. We also have a chat with Hardware Marketer David Read and find out some tips and tricks from a man who has been in the business for over 30 years.

C O N

T

E

N T S

Fire Em Up – 5 tips for inspiring your staff

Knowledge is power!

What story is your website telling about you?

Meet The Expert

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PG. 06

PG. 08

PG. 10

Why Features Tell But Benefits Sell!

Tell me why I love your product not how it works…

PG. 14

5 tips that will help your products packaging deliver a powerful punch!

PG. 16

Say hello to sales: How a simple hello can increase your sales and improve customer experience.

PG. 18

FIRE EM UP

5

TIPS FOR INSPIRING YOUR STAFF

Having trouble getting workers motivated about their job or your business in general? Here are 5 pointers to re engage your employees.

Let’s be honest - inspired, engaged staff do a lot more for your business and for your customers than employees who don’t really care about the job they do. Uninspired staff might still be able to perform their job but they are definitely not doing it as well as they could and they are definably not helping your business to get ahead.

Employee motivation is a vital key to individual performance, group productivity, good customer relations and maintaining a pleasant work environment. It is also a key ingredient to your businesses success.

The tricky part is how to motivate your staff to be motivated! For a dose of inspiration on how to encourage those who work for you, we have put together our top 5 tips that will have your staff fired up in no time!

1

“To win in the marketplace you must first win in the workplace.”

Doug Conant, CEO of Campbell’s Soup

2

CREATE AN INSPIRING VISION AND CONNECT YOUR STAFF TO IT It is really important for staff morale for the company or business that they work for to have a clear vision. People like to have inspiring goals to work towards that get them excited about going to work. Create a work culture that includes the core values of your business and which your staff feels connected to.

SET A GOOD EXAMPLE There is no better way to lead than by example and remember that your attitude is contagious.

If you’re enthusiastic and positive this will have a knock on effect on your staff.

3 4

ENCOURAGE YOUR STAFF TO HAVE COURAGE Make sure that your staff are not afraid of making mistakes. Risk awareness is good, up to a point, but being too caught up in following the status quo often results in businesses failing to respond to marketplace change and a lack of innovation. Encourage your staff to take calculated risks to try new approaches and to embrace change. Your business will benefit from it and it will help staff not to become bored and discouraged.

REWARD YOUR STAFF Put your money where your mouth is by rewarding employees who not only perform well but who also show initiative, innovation and enthusiasm.

5

PRAISE YOUR STAFF One of the best ways to keep your staff interested is by thanking them and then thanking them again. Expressing gratitude towards your staff for a job well done is one of the most effective ways of inspiring them to keep performing. Inspired, engaged employees are worth their weight in gold so a simple ‘thank you’ is the least that you can do!

K

NOWLEDGE IS POWER! We all know the old saying that knowledge is power and there is much truth to those words – especially for retailers!

Comprehensive product knowledge is vital for all retailers and staff as it is the easiest and most effective way for them to promote products and services to customers. Understanding your products benefits and features allows you to present them accurately and persuasively. Customers tend to respond more positively to enthusiastic staff who are passionate about their products and who are keen to share the benefits with them.

The task of expanding product knowledge might seem daunting but in fact its not and will make job performance much easier and effective in the long run. Here are the essentials that should be known about any product or service: •

Pricing structure – how much it costs and any pricing plans, discounts, schemes available.

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The styles, colours and models on offer.

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Basic product history.

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A good knowledge of how the product is used, how it operates and how it works.

•

Any special techniques or points of interest that have occurred in the manufacturing process.

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Information on product distribution and delivery.

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Information on servicing, warranty and repairs.

Simply put – product knowledge can translate to increased sales.

Here are some of the benefits of knowing the products that you sell:

1 2 3 4

ASSISTS COMMUNICATION If you know what your talking about its easier to talk about it. Having a thorough and complete understanding of the products that you are selling makes it easier for you to communicate the benefits to the customer.

INCREASES ENTHUSIASM If someone is enthusiastic about the product they are promoting people are more likely to buy it. The easiest way to be enthusiastic about a product is know all about it and to believe in it. If you have a sound knowledge of the features of the product then it is much easier for you to be enthusiastic about it and your enthusiasm will have a knock on effect to customers.

BOOSTS CONFIDENCE If a customer is not 100% convinced on a product or service often it is the enthusiasm and confidence in the product displayed by the salesperson that will get them over the line. Being educated and informed about the product will help boost confidence and add validity to the sales pitch.

OBSTACLE OVERRIDE Being informed and well versed about your product will help to extinguish any objections or adverse reactions to it made by the customer. A sound product knowledge and strong factual feature information will greatly assist in overcoming any objections that the customer may have.

There are lots of ways both conventional and creative that will assist in increasing product knowledge. Some of these include: •

Your own experiences using the product.

• Any literature on the product including brochures, catalogues and press releases

Proficient product knowledge takes time and is always a work in progress but is a key ingredient to performance.

Cementing a sound product knowledge base will increase confidence in product promotion and this increased confidence will pay off in improved sales results.

• Customer feedback • Fellow team members feedback • Competitor information • Manufacture information • Trade and industry publications • Company sales records • Sales rep feedback

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WHAT STORY IS YOUR WEBSITE TELLING ABOUT

W

ebsites are changing. A few years ago the role of a website was pretty straightforward. Most websites content was pretty simple and included just basic factual company information and perhaps a company profile.

These days, websites are a completely different kettle of fish. Readers won’t settle for boring websites and monotonous company monologues anymore.

They want to be inspired and dazzled by your website.

Effective web designers are recognising that readers are moving away from bland, factual information. Facts and figures don’t stir the reader’s emotions.

YOU?

Facts and figures don’t inspire people to take action and they certainly don’t connect to people on an emotional level.

Your web readers want to connect to your company. They want to find out about you and what you do – they want to know your company story!

This makes sense as stories are interesting, stories are engaging.

Stories draw the reader in and captivate their attention and help them to connect on an emotional level. Most importantly people relate to stories and people remember them. This is why it is so important that your website tells your company story.

If you’re not fully convinced, here are a few more reasons to personalise your website:

STIMULATE THE SENSES OR LOSE THE SALE Stories stick in the brain because they stimulate the senses. It’s a fact that we retain more information when our senses are stimulated and stories do just that. Facts can be recalled if they have been memorized but it is naturally much easier to remember a story.

INTERESTING STORIES BEAT BORING BROCHURES Stories deliver messages in interesting and memorable ways. Stories connect with people and engage their emotions. Business owners want to connect with their audience on a personal level and stories are a great way to do that. From web content to sales copy to press releases – stories can be utilised in a variety of mediums that help get your company message across effectively.

TAKE THE STEP : CHANGE YOUR SITE INTO STORIES Business owners need to recognise the changing nature of website design and content and embrace it. The current trend is for websites to move away from fact telling and data content and adopt a more personal approach. Take a good look at your website and its content and ask yourself if it is really engaging and inspiring or is it on the boring side? As a business tap into the potential of stories and allow your business to benefit from this new age of content marketing.

Have A

NEW

Product Or Service You Want To Share?

Get in touch now

e. jane@millenniagroup.com.au

WHAT'S NEW!

Leaf Pooper Leaf Filter for Water Tanks The self flushing leaf filter that mounts above your tank inlet strainer.

Leaves are flushed through the Leaf pooper, bypassing your tank inlet, so you don’t have to clear out the strainer.

Orphea

Leaf pooper overcomes many problems of conventional leaf filters and is conveniently mounted above the tank inlet.

Gone are the days of neutralising and protecting clothes with toxic and offensive smelling products. Orphea by Home Leisure introduces a new, natural, innovation with the launch of these floral scented strips for drawers and wardrobes. Each strip, as seen below is naturally infused with over 400 plant and flower extracts for a pleasantly personalised, unobtrusive bouquet perfume.

Key Benefits •

Mounts above your inlet strainer (2 Leaf poopers can be mounted side by side above a 300mm strainer)

•

Fits standard 90 mm storm water pipe

Fit an outlet pipe so you can direct leaves to wherever you want them to go.

•

When cleaning out roof guttering, the body of the Leaf pooper can be inverted so leaves and most of the dirty water flush straight past your tank inlet.

Leaf filtering happens at the tank inlet, VERY convenient, easy to access, aesthetically pleasing

•

Leaf pooper is very easy to install. To clean, simply lift out the filter, hose out the mesh and put back, it’s that EASY!

Leaves get flushed through the filter to where you want them to go (in pipe fitted to outlet, pipe not supplied)

•

Durable and long life, made from UPVC with a stainless steel mesh

Leaf pooper is Designed AND Made in Australia

•

It’s a great Aussie invention, get yours today!

Unlike vertical flow leaf filters that are fitted to every downpipe, you only need ONE horizontal flow Leaf pooper at the tank inlet pipe – so it’s very cost effective.

Standard pack contains 12 sheets of pure cellulose that can be placed in drawers and linen cupboards, and the pre inserted holes make them ideal for sliding over coat hanger heads to sit between hanging clothes. Made in Europe where Orphea is used as a moth retardant.

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Key Benefits • Non toxic • Non staining; can be placed directly in contact with garments therefore protects without damaging

Wakaflex 280mmx5M Lead Grey Wakaflex is the Premium Lead free flashing solution. The only flashing with two butyl strips, available in 4 colours and 3 sizes. Its lighter weighs only 4kg for 5m. Easier to use - do the job in half time compared to lead. Safer - non toxic and safe for rainwater harvesting. Can be laid in 5M lengths and overlaps chemically bond creating water tight seal immediately. UV and temperature stable with 10 year guarantee. No other tools or silicone required to install. Wakaflex may be painted.

• Swiss formulation that remains effective for 3 months • Protects and fragrances clothes naturally • Designed for versatility and take up minimal space • Value for money – RRP $5.95 great cash register impulse seller.

Free samples available

•

The Premium lead-free roof flashing solution in Australia and the world

•

and its unique self fusingproperties as well as its ability to be laid in full

•

WAKAFLEX is lighter, safer and easier to use than lead.

•

5 metre lengths mean that WAKAFLEX can be installed up to 50% quicker than lead.

•

WAKAFLEX’s simple handling that requires no specialist tools

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www.wakaflex.com.au

M

EET THE EXPERT

Introducing David ‘Hardware’ Read marketing manager for Master Distributors

It’s been said that what David Read doesn’t know about Sales and Marketing in the hardware & Garden industries is just not worth knowing!

David Read has been a feature of the Australian hardware industry for more than half his life. He has had the benefit of sitting on both sides of the retail fence. Firstly on the supply side as both National Marketing Manager. Then on the other side as Marketing Manager of Mitre 10 Queensland.

Since then Read has continued to be a force within the hardware industry and has had various consulting roles working with suppliers across many hardware sectors, including his current role Marketing Manager of Masters Distributors.

We recently sat down with David and asked him to share some of his invaluable insights into the hardware industry:

After all these years what do you think makes the Australian Hardware Industry unique?

The sheer product knowledge required in the hardware business is one of the main defining features of the industry. A good hardware store will carry a wide range of products to suit the local consumer and it is vital that staff have extensive knowledge about all the products and services on offer. A good hardware store should be able to offer comprehensive advice across a wide range of departments from plumbing to paints to power tools to garden supplies.

With so many products available today what can suppliers do to set their product apart?

There is no doubt that the hardware industry is a competitive one so it is vital for businesses to take a good look at how they can set their product apart from the rest. My top tips would be: •

Communicate why their product is unique and why a consumer should want to buy it. Draw attention to the features and benefits of the product and promote them accordingly.

•

Take a good look at where the product will sit in the market place in comparison to its competitors.

•

Identify the key selling benefits from both a consumer and a buyer’s perspective.

•

Take marketing seriously.

•

Price of course is a critical factor and can tell a lot of stories to the consumer about the product, e.g. too cheap implies poor quality, too expensive with out justification implies being taking advantage of. Once you know where the product will sit in the market place, from a retail price point perspective, then you need to work out the pricing of your product. This is a big one to get right.

•

Packaging of a product is also a critical part of you product development.

From a marketing perspective what you put on the package needs to make it really easy for the consumer to make a purchasing decision.

•

Participation in retailer catalogue advertising can be a very effective form of advertising but it should only form one part of your overall advertising and distribution strategy. Many other forms of advertising should be considered to support your product in the market place.

•

Press releases are a wonderful and inexpensive way to communicate your product to consumers.

Lighter – Half the weight Compact – Smaller grip span Easier – Requires less force Intuitive - Loading instructions Easier to load – New magazine release Accurate - Clear aiming feature

ARROW TacMate – Designed for the user www.arrowfastener.com.au

What tool do you use, that even with all the changes in the marketplace, that out there remains a constant source of success?

Pay attention to the detail around the old 4 P’s of marketing: Product, Price, Place and Promotion. I also like to include a fifth P being Perception. Ask yourself the questions “What perception will the consumer get from your correlation of the 4 P’s?”

I also think that it is vital to do a ‘SWOT’ analysis on your product. No matter what direction you are going with your marketing you should first start with a ‘SWOT’’ evaluation and look at strengths, weaknesses, opportunities and threats. This simple yet powerful rule can transform the way a company markets.

You have the strong ability to deliver amazing sales results in your various roles. What are 5 key things that you think that organisation can do to help lift their sales?

1. Know your product and know where it sits in the market place and why consumers will want to buy it.

2. Know your customer and how they do business and what turns them on to buy any product not just yours.

4. Consider in detail how your product could be best promoted by a retailer 5. Know in advance where and how you are going to advertise your product to ensure a strong retail result.

3. Prioritise and decide which retailers you want your product sold through.

If you could have one last word, one last tip or bit of advice what would it be?

Remember that you will always know more about your product than your customer. Identify early on in the piece the “turn on’s” and stick to these – don’t stray or waffle. Get to the point and drive it home as hard as you can.

Why Features Tell But Benefits Sell!

TELL ME WHY I LOVE YOUR PRODUCT NOT HOW IT WORKS…

It might seem a fine line between a feature and a benefit but it is an important one. In so many cases businesses present their product’s features as the solution to their customer’s problems and fail to actually communicate how their product or service will benefit the consumer.

You might think that there is no real difference between a feature and a benefit and at times the difference may not seem clear but it is important to recognise that features and benefits are two separate entities and once you do it will help you to gain a better perspective on your marketing and product descriptions.

WHAT IS A FEATURE? In a nutshell a feature is what your product or service has or what it does. It is the actual physical property or function of the product. Features are undisputable facts about the product including measurements, capabilities and characteristics.

Examples may be: a laptop with a 13 inch screen with retina display and 16GB of memory, software with online support or a grocery store that offers home delivery. These features may be factual but they don’t communicate how they actually help the customer.

This is not to say that features are not important - they certainly are because they are a really good way to fill your customer in on the basics of your product or service. Features offer customers a quick overview of your product and allow them to ‘at a glance’ compare them to other similar products or services on the market. A list of product or service features can be very helpful.

WHAT IS A BENEFIT? Simply put a benefit explains what a feature means and why it is useful. A products benefit is the ‘what is in it for me’ or the ‘how will this help me’ for the customer. The benefit of the product is what makes it good and why you should buy it.

For example the benefit of the SPF factor in sun cream is that it will prevent your child from getting burnt and will reduce the risk of them getting skin cancer later in life. The benefit of buying a camera that shoots up to 10 megapixels is that your photos will be more professional, clearer, and sharper and offers a better way to capture your family’s memories.

Although the features of a product or service are important at the end of the day the customer is much more interested in the ‘what’s in it for me?’ element. Customers are overwhelmingly more interested in the benefits of a product or service as that is what is more important and helpful to them.

5

TIPS THAT WILL HELP YOUR PRODUCTS PACKAGING DELIVER A POWERFUL PUNCH! Countless studies have shown how effective packaging can dramatically increase the visibility and ‘curb appeal’ of a product making it more sellable and promoting its brand awareness. Most of us at one time or another has been guilty of purchasing a product based on the packaging alone – it looked so good that we had to have it!

In a nutshell – packaging is powerful.

Packaging is not all about making a product look pretty (although that is a good start), it also conveys a vast amount of information about the product that customers will consider when making their purchasing decision.

Effective packaging is a really important tool in selling products and influencing consumer choices. Whilst every product is different the information that you want to get across to customers is basically the same.

All packaging should: •

Look good and be attractive.

•

Be informative.

•

Appeal to the customer and convey the message that they need to own it.

To be successful every product must create its own distinctive brand and customer appeal. Effective packaging makes it easy for the product to stand out amongst competitors and delivers a distinct message to the customer.

Here are our 5 top tips to help your packaging pack a powerful punch!

1. Stand out from the crowd Your packaging needs to set you product apart from its competitors. You need a point of difference that draws the customer’s eyes, attention and dollars away from the other items on the shelf and towards your product.

3. Emotional Engagement People purchase when they feel connected, attached or drawn towards a product.

Packaging that appeal to customers on an emotional level sells – it’s that simple!

2. Simplicity is key Simple designs are simply more effective. In a marketplace where customers senses are continuously being over stimulated simple packaging is a breath of fresh air and is down right appealing.

4. Be informative The more relevant information you provide the more costumers will trust your product.

Include information about what your product does how it works and if it is a food product include nutritional information.

5. Brand identification Your packaging not only sells your product it also sells your business so it is important that you get it right. Distinct and effective brand identification is an essential component in building consumer confidence and trust in both your product and your business.

Consumer trust translates to increased sales.

When you get packaging right you do far more than just boost sales you also cement your position in the marketplace and create an important branding message that will set you apart from competitors.

Take the time to get your product packaging perfect and your business will reap the benefits!

Say to sales

How A Simple Hello Can Increase Your Sales And Improve Customer Experience.

Over the phone

How you greet a customer on the phone may seem simple but it is often overlooked leaving a bad taste in many a customers mouths. Consider these two phone interactions:

Ever heard the saying “You only have one opportunity to make a first impression.”

It might be a cliché but its true. First impressions are important and you only have one shot at it so it is vital that you make your business’ first impression count. A positive first impression is your first step in developing a relationship with your customer so it’s important that you make the most of it.

Whether your first interaction with your customer is over the phone or in person it is the starting point of your relationship with them and can be the interaction that sets the tone for the entire customer experience.

In person You should do everything that you can to create a warm, welcoming and pleasant first experience for your customers. How you greet them when they enter is absolutely key. Once entering your store, customers should be greeted within three seconds. If your busy with other customers this is no excuse you still need to acknowledge the customer and make them feel welcome.

When you greet your customer you should be sincere, confident and personal with your delivery. Here are some tips to help you deliver the perfect first greeting: • Be real not phoney. There is a fine line between being friendly and being fake. Make sure that your greeting is sincere and genuine.

• Smile. Make sure that your greeting comes with a warm smile. This shows the customer that you are happy that they are there and that you are happy to help them.

• Eye contact. By sharing eye contact with your

customers you are making a connection with them. Eye contact offers reassurance to customers and encourages them to share information with you.

• Body language. How you hold yourself can send your customers a very clear message so make sure that you are aware of your body language and any specific mannerisms.

Example 1 Sales staff: “Parkers Hardware Supplies, how can I help you?”

Customer: “I am looking to buy a lawnmower”.

Sales staff: “Ok, what type of lawnmower?”

Example 2 Sales staff: “Thank you for calling Parkers Hardware Supplies, this is John. How can I help you?”

Customer: “I am looking to buy a lawn mower for a week”.

Sales staff: “Great, I will be happy to help you with that.

May I get your name please?”

The difference between the two examples above might seem small but they are significant. The personalisation in the second example does not take any extra time but it can leave a significant impression on your customer. When choosing a greeting make it stand out from your competition – go to that extra effort so that your customers know they have made the right choice in calling you!

A phone greeting should always include: • Answering the phone with a smile on your face!

• A “thank you” for calling • Your companies name • Your name • An offer of assistance The most important thing to consider…

The most important thing to consider when talking to customers on the phone is your tone of voice.

Remember the old adage “Its not what you say but how you say it!” When communicating over the phone, 85% of the impact is your tone of voice – so how you say it is key!

Things that you can do to ensure that your staff makes a good first impression!

1. Lead by example. Let your staff watch you greet customers and show them how you use the right greeting and set the right tone.

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SEE VIDEO

2. Give feedback. When you observe your staff give a great greeting then let them know about it. Reward them with positive reinforcement. When you witness a below par greeting then pull your staff up on it and give them feedback as to how they could improve it next time.

3. Practice. Let your staff practice both their phone and in person greeting on you.

4. Script it. Ensure that all your emploees know what you want them to say and they way you want them to say it.

This creates consistency.

5. Talk to your customers and ask them for feedback and any tips for improvement.