The End of the Recession? Mom-and-Pop Say 'No Way'

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Retail expert Laurel Tielis offers advice to small business owners who are waiting for the recovery to begin

Laurel Tielis

Marketing expert Laurel Tielis says, “Small business owners have an advantage now because of the importance of relationship-based selling. This economy is an opportunity for them to use their wits, rather than their wallets."

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Economists have declared the recession ended more than a year ago. In retail though, the recovery has yet to begin. Even the big guys are struggling. Wal-Mart is reconfiguring its packaging to offer smaller sizes and lower prices.

So where does that leave single-unit and small chain businesses? Rather than the happy sound of the cash register ringing, the music in their stores is frequently the blues.

Small business owners are actively looking for creative ways to bring back business, because they're not budgeted to wage costly advertising campaigns. Marketing expert Laurel Tielis says, “Small business owners have an advantage now because of the importance of relationship-based selling. They know their customers and can use that knowledge to fine-tune how they do business. This economy is an opportunity for them to use their wits, rather than their wallets.” Her timely book, Ka-Ching! How To Ring Up More Sales, offers these retailers innovative, inexpensive, and easy-to implement strategies to help them reconnect with customers and improve profits.

The book is filled with targeted advice for merchants from industry executives, members of the media, and marketing consultants in areas ranging from soft goods to hardware, and furniture to fashion. Retailers from all parts of the country share stories about how they're redefining their missions, redesigning their marketing, and reshaping their activities and doing it on a dime.

The old attitude of "it's on the floor, so we're done," is gone--and good riddance! Business owners are finding success by partnering with customers They're using new ways to get the word out in traditional media--such as advertising in different venues, and using traditional ways to take advantage of social media--like making use of their long-held sales skills in places like Twitter and Facebook.

Readers find out how to:

  • Become a destination
  • Sweeten sales
  • Get karma credit
  • Go outside the "box"
  • Change their hours to up their income

They also discover how to:

  • Personalize their marketing
  • Update their Web sites
  • Maximize their e-mail
  • Create effective newsletters
  • Master Twitter and Facebook

Laurel Tielis Biography

Laurel has been in retail for most of her life--she’s a former retail reporter, currently works as an author and professional speaker, and has always been a confirmed shopper. She began her career at Fairchild Publications, writing for Home Furnishings News, Women’s Wear Daily, W, Sportstyle, the Daily News Record, Footwear News, and Supermarket News.

She moved to the Miami Herald to write its social column, then to People magazine as its Miami correspondent. She left journalism for public relations and marketing, where she worked for major corporations and small businesses. For the last dozen years she's been a professional speaker, presenting seminars at conferences, trade shows, and conventions, both nationally and internationally. Ka-Ching! How To Ring Up More Sales is her second book.

Speaking Engagements

Laurel has presented seminars and been a keynoter at the Dallas Total Home & Gift Market, Chicago Casual Furniture & Accessories Market, the Minneapolis Gift Mart, the San Francisco International Gift Fair, the San Francisco Furniture Mart, the Kids Today Conference, the National Independent Nursery Furniture Retailers Association (NINFRA), the Dallas MEGA Market, the Women in Imaging division of the Photo Marketing Association (PMAI), the International Fashion Boutique Show at the Javits Center, the Juvenile Products Manufacturers Association (JPMA), and the Diving Equipment Manufacturers Association (DEMA).

She's also spoken at M & T Banks, Stanford University 's Graduate School of Business, Nordstrom , New York 's Science, Industry and Business Library, the Association of Image Consultants International, New York Women in Film & Television, eWomen Network, among others.

Want more small business advice from Laurel? Read her blog at http://laureltielis.wordpress.com.

For additional information, please contact:
Laurel Tielis
laureltielis(at)yahoo(dot)com
917.288.2362
laureltielis.wordpress.com

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Laurel Tielis

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