Drug testing

Invalid Excuses for Poor Business Results - The Weather

Note to Kmart: It wasn't about the weather

In the 1970s Kmart was the retailer to beat. No matter what happened, they seemed to turn profit. Customers were loyal and prices were hard to beat. The chain was opening more store each year than some of their competitors had in their entire chain and sales were growing at admirable rates. Things were good.

Then sales began to slump. By the middle of the 1980s Kmart was beginning to be report poor sales. The main reason they gave: the weather.

With each disappointing sales report, Kmart blamed the weather. "The bitter cold hurt business." "The blizzard moving through the Midwest kept customers away from the stores." "The unseasonably warm fall decreased demand." Whine, whine, and more whine.

At first, investors bought the excuses. They overlooked the fact that in each sales period Wal-Mart would report record or near-record results. Observers noted that Kmart's merchandise mix was more weather driven than Wal-Mart's because Kmart had more lawn and garden and apparel business than Wal-Mart's merchandise assortment which relied on more consistently selling consumables and commodities.

As time went on, the whine became tiring. Analysts began to grow weary, with one eventually noting that Wal-Mart was apparently having different weather than Kmart.

Top management had become so engrossed by the weather as the reason for poor sales that they did not even look at other possibilities. Prices were less competitive. Weekly ads were not bringing people into the stores. Customers were finding empty store shelves. New products were taking longer to get to Kmart's shelves than at Target and Wal-Mart.

To make matters worse, executives at Kmart decided to upgrade the merchandise mix, thinking their customers would appreciate higher quality merchandise and be willing to pay more. Customers didn't agree. Weekly reports showed customer counts were continually dropping, so management decided to drop the report. The chain was out of control, disconnected to their founding principles, and so convinced that if they could just get Mother Nature's favor everything would be okay.

Kmart is not alone in blaming the weather. Resort areas have long used them as an excuse for a poor season. Home and Garden businesses regularly point to the weather when results fall short. Sporting goods stores and athletic venues say weather controls results. Although one might say there is validity in their claims, it is nothing more than whining, whining, and more whining.

During the fall of 2004, Florida was hit with no less than 4 hurricanes. Orlando's Walt Disney World and Sea World certainly could have complained that sales and profits were hurt because of the hurricanes. Neither did. Why? Both businesses understand the nature of weather on their business. They have designed their businesses in such a way as to protect their bottom-line. They have done so by connecting to their customers and understand exactly what their customers wanted yesterday so they can accurately predict what customers will want tomorrow.

It is not about the weather, it is about understanding what your customer wants and delivering it to them in the manner they desire. Wal-Mart understands, Sea World understands, and Walt Disney Theme Parks understand. More importantly, their employees understand. They are so focused on the customer that the customer will reward them time after time, no matter what the environmental conditions. To be successful, your first second, and third business focus must be on what the customer wants.

Rick Weaver is President of Max Impact, a national leadership and organization development company based in Rochester Hills, Michigan. Rick is an accomplished business executive with experience in retail, market analysis, supply chain and project management, team building, and process improvement. He has worked with hundreds of companies to improve sales, processes, and bottom-line results. MaxImpact offers leadership and organizational development services along with employee assessments and background checks. Contact Rick at 248-802-6138 or via email, rick@getmaximpact.com. MaxImpact is on the web at http://www.getmaximpact.com

limousine chicago service
In The News:

7 Bits Of Critical Information You Cant Afford NOT To Know About Your Customers

If you think customer relationship management is just a piece... Read More

Customer Service - A Lost Art?

Is customer service a lost art? Before you answer that... Read More

What Every Manager Should Know About Seeing the World from Where the Customer Is Standing

It is important to remember that the customer doesn't necessarily... Read More

11 Moments of Truth

These moments come when a customer or client?1. Hears someone... Read More

How to Keep Customers

Who was it that said - "The customer is always... Read More

Attitude of Service

When conducting a training session about customer service, I always... Read More

Be the Customer: See Yourself as Your Customers Do

What do your customers experience when they interact with your... Read More

Communicating for Profit and Customer Satisfaction

The President of a 200+ store division of a major... Read More

Quality vs. Quantity

There is a battle in Call Centers. The teams are... Read More

Leverage Customer Capital First

If you're still dreaming about raising outside capital for your... Read More

Customer Service Is Dying - and Im Not Feeling So Good Myself

Have you ever called a company and been greeted with... Read More

Customer Service Has Moved Toward Customer Care

As I waited for an answer to my VCR inquiry... Read More

Cultivating the Trust Factor

In today's highly competitive economy, it is difficult to maintain... Read More

E-Business?s Best Friend: eCRM

From Ebay to the smallest home-operated start-up, e-businesses of all... Read More

Managing Your Business When One Client Takes Alot of Your Time

How often has your schedule been thrown out of whack... Read More

Customer Loyalty

Loyal customers are the foundation of almost every business. Going... Read More

How To Build Stellar Client Relationships

Your opportunity to build a stellar client relationship starts with... Read More

We Got It Wrong: Never Under Promise & Over Deliver

You know how it is, you believe something for so... Read More

Is your Online Business Customer-Friendly?

Customer service is increasingly seen as one of the most... Read More

Raising The Bar For Online Magazine Subscription Services And Customer Service

After years of flying below the radar in the magazine... Read More

Who Says the Customer is Always Right?

We all know the old adage, "The Customer is Always... Read More

The Art of Giving Great Service

Sales is tough to get right, and depends on retaining... Read More

CRM - Its Relevance

In today's demanding economy, the first line of any business... Read More

The Number 1 Rule for Businesses - Be Professional

Have you ever walked into a store and things looked... Read More

Post Office, Incredible Lady Postmaster

There are two Post Offices that I routinely visit. One... Read More

induction lighting white led bulb Pete's produce ..