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Save Rural Retail

Susan Hayes Culleton • May 25, 2021

Save Rural Retail

In my discussion with SARURE, we identified five main points to help any business looking to accomplish its sales goals:
1. Build a sales strategy around SMART sales goals
2. Sell your signature dessert
3. LISTEN to your market
4. Take care of those responsible for your sales
5. Participate in Shop Local Ireland

You can watch the full conference video summary below.

I started off the conversation by saying that you must build a strategy around a SMART sales goal before moving forward with any plan. 
The SMART framework states that a successful goal should be; 
*Specific
*Measurable
*Achievable
*Realistic
*Timely

Secondly, I emphasized the fact that retailers are part of the experience economy. This means that customers purchase goods for the overall interaction, not necessarily the product itself. Experiences are unique and valuable for creating memories, so businesses should identify their “signature dessert” and sell it well.


Equally important is identifying the customer’s experience by capturing market research feedback through the acronym LISTEN. This is crucial to developing relationships with customers and maintaining return rates. The six keys to LISTEN are: 

  1. Let your customers have your full attention
  2. Investigate your customer’s world and what their thoughts are 
  3. Stay open-minded
  4. Think on your feet
  5. Embrace opportunities

Nurture relationships with your customers. 


Whether a customer received a referral or saw an advertisement on LinkedIn, it is important to identify where these sales are coming from and take care of them. You have the opportunity to optimize sales by identifying primary referral sources and creating new ways of bringing customers in through these doors.


Lastly, I emphasized the importance of participating in the #ShopLocal​​ #ShopLocalIreland​ trend. With searches up 540%, you could be taking advantage of the increase in local interest for marketing purposes. This could be a great way to broaden your customer base and get exposure to new areas.


Rural retail is a valuable asset to the Irish economy and therefore an important sector to focus on when it comes to building brands and increasing sales. If you are looking to grow your business, consider implementing one of the five strategies mentioned. Apply the SMART or LISTEN framework, focus on your customer’s experience and focus on meeting the needs of local consumers. 


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Learn more about SARURE on their website.


"Positivity Rooted in Practicality"

#retail​ #smartgoals​ #shoplocalireland​ #susanhayesculleton

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