Idea #1 - Dale Farkas - Dale Laboratories, Hollywood, FL - www.dalelabs.com

   In the back of our services catalog we've added a business reply postcard where current customers can recommend a friend receive our catalog. One improvement on the 2003 catalog is that we've asked for the name of the customer doing the referring. Now we'll be able to include a note on the outside of the mailing to the new prospect saying, "Jim Smith asked us to send you our catalog".
   Editor's Note: take a look at Dale's website, specifically the write up about his team at http://www.dalelabs.com/cstmserv.html - Makes you feel you're in good hands with Dale Laboratories. Think he will find empathetic readers with his comment about not having voice mail jail at Dale Laboratories. 

Idea #2 - Bill Sullivan - Camera Mart, Pontiac, MI - www.cameramartinc.com

   The role playing was tried during our Saturday morning meetings. I would have a successful salesperson make a sale to a less successful salesperson, stressing accessory sales. What it evolved into was a game instead of a teaching tool. Joking around and basically being an "uncooperative" customer became the norm so I abandoned it and tried a different tactic.
   I have hired some very good sales people in the last two years that came from different retail backgrounds. Although interested and knowledgeable about photography, their real strengths were their sales skills honed in "Big Box" or computer stores or even department stores. These folks were already trained to sell the add-ons because in their previous positions that was the only way to make a living! Coupling this with strong spiff and commission incentives on the accessories really changed the outlook of my other sales people. Success breeds success and a bit of competition also developed between the people. I can honestly attest that real world examples worked far better than role playing. Of course, all people are different and all stores have different environments so what worked for me may not be applicable to others in our industry. 

Idea #3 - Stephen Bennett - James Place Cameras, Adelaide, Australia - www.jamesplacecameras.com.au

   I use my 7 year old twin girls to do my TV ads because they appeal to women. It seems to work as many women comment on the ads when they come into the store. 

Idea #4 - Melinda Wilburn, American Fast Photo - Union, SC

   We combine music onto the Photo CD's we make for customers. Photos were taken in our portrait studio then we add their favorite song. It works great with high school seniors and Baby's 1st birthday. 

Feedback on Idea #3 - from Issue 36 - 3/13/03 - www.abar.com

Sarah Champagne - Abar Imaging Center, Providence, RI - www.abar.com

   In response to Idea number 3 in last week's issue . . . the photo of the month. To take it a step further . . . stores with retail picture frames and albums on display could use the selected "picture of the month" in the frames and albums in their displays. Selling frames with a "real" picture in them would help customers imagine how great their images will look in the frame/album easier than just a logo inserted inside would. Also, like you said, a client will tell all their friends about it and more customers are bound to walk in to see . . . and then buy!!