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The Richer WayI f you have ever visited a Richer Sounds hi-fi shop you may have been struck by how very different it is from a ‘normal’ music retailing shop. With its crude in-store advertising, strange locations and in some shops, lack of doors, you may wonder how it has become such a successful chain!The founder and Chairman, Julian Richer, has put his philosophy down on paper in his aptly titled book, ‘The Richer Way’. If you want to know how he has achieved success, just copy some of his offbeat ideas and then this book will prove to be a great purchase. Richer says there are 3 key questions, which every business owner should ask. How do you get the best out of your workforce? How can you develop the right culture? How can your organisation constantly improve? Get the right answers and you have found the ‘Richer Way’! The central theme running through the book is that great customer service and satisfied staff are a prerequisite for a successful business. Legendary Customer Service If it’s one thing that Richer wants his shops and staff to be remembered for, it’s their legendary customer service. Ordinary is not good enough. The book contains numerous ideas on how to achieve ‘legendary’ status, including Richer’s customer services rules: · Tell the truth · Sell the customer what he wants – not what you want to sell · If you can’t make the sale, still give the service · Under promise, over deliver · Be patiently and friendly … and a few more ideas as well! The Key to Success – How You Treat Your People Richer recognises that legendary customer service cannot be achieved without the right staff. You are given a step by step guide on how Richer Sounds recruit’s, trains and motivates their staff. From existing staff being given £100 for every new recruit they introduce who stays for 6 months, to being awarded the use of the company Bentley for a couple of days if their shop rates top in the Customer Service ratings, it’s all designed to get the best out of the employee. Richer’s passion for his staff comes across and he is certainly not afraid of trying out very different ideas on how to motivate people. His ‘5 ways to motivate your employees’ is a useful summary of his key ideas. He is against the macho culture which encourages managers to stay late or work excessive hours. He explains how not spotting this in one of his team cost him a good employee. How It All Began For those of you who are interested exactly how today’s successful entrepreneurs started, Richer gives a potted history of how he sold his first hi-fi and how it led to his first shop. He is very honest when says that he nearly lost everything - twice! Once through letting success go to his head and spending his cash on expensive London flats and flash cars, and the other time by expanding too fast and almost running out of cash. Salutatory lessons for every budding entrepreneur! If you are looking for a book packed with useable ideas, which are different from academic-based business books, then ‘The Richer Way’ will certainly spark off a few ideas in your mind. As he says at the start of his book, “most employers are in the Stone Age”, but you’ll certainly be in the 21st Century if you put just a few of his ideas into practice. Rob Warlow Review copyright by Small Business Success© ------------------------------------------------------------------- If you wish to purchase this book from Amazon click on the title below |
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