The Retail Doctor's Guide to Growing Your Business: A Step-by-Step Approach to Quickly Diagnose, Treat, and Cure

The Top 10 Mistakes Independent Businesses Do That Hurt Themselves The Most

1. They hire the exact same person as themselves. This works if all you want to talk to is people like you, but having a balanced crew lets you speak to all four of the personality types. With only one type of person, you often find a "hive" mentality where it's us versus them. I’ve witnessed this first hand, one time I walked into a busy sewing shop – you’d think I had lobsters growing out of my ears as they stared, never getting up or trying to engage me. How did they not know I wanted 10 machines for the new high school?
2. They fill their stores with merchandise based on "gut feeling." Rather than having a system to replace the sellers as well as remove the dogs, their floor is littered with duplicates that leads to the merchandise being dated, shopworn and inhibits their ability to repurchase best-sellers.
3. They have no sales process. This leads to customers doing all the work and employees that become slackers. Clerking has no place except in fast food – no, it has no place- everyone can up sell. 
4. They display their merchandise with no flare, creativity, or system. Stack it on the shelves and hope it sells. More often than not, it's accompanied with a handwritten starburst sign with a price, rather than a fun sign that makes us stop and consider the items in the display. Remember: just because it’s cheap doesn’t make it want-able.
5. If they have a website, it frequently is lacking in the most crucial details -- rendering it invisible to potential customers. Because owners don’t understand the Internet, many throw up their arms and settle or tell themselves its great when it misses on the most basic of criteria. 
6. They train by crisis, instead of logic. This often means the best employees leave quickly and the worst are rewarded. Being the chief only means you’ll be the one taking all the stupid questions when you take a day off or go to the bank.
7. They do not review employees to high standards; this allows the weak to thrive on the owner’s dime.
8. The only quiver in their bow is to discount their merchandise, price match and participate in multiple discount programs anyone brings them in a wrong-headed belief it will grow sales. This robs profits and often means they're putting money into the business, instead of taking it out.
9. They have little or no presence on social media, which means they are unaware of what customers are saying about their business.
10. They whine that it's the economy, government, or their online competitors who are ruining them – never taking responsibility that it’s up to them to make a profit.