How can a store surrounded by competition increase same store sales? We get this question a lot. And we see a lot of stores succeed and some fail. So what’s the secret? The answer? There isn’t one. Just hard work and a few principles like those used by McDonald’s. In fact, a recent story in The Wall Street Journal reported on McDonald’s success at raising overall revenues by focusing on existing stores and increasing the menu offerings. This got me thinking about sweepstakes and two highly competitive markets: Florida and North Carolina. Here’s my advice:

1. First and foremost: Have. A. Good. Manager. If your store does not have an enthusiastic, disciplined, responsible, creative, accountable, likable manager, you’re in trouble.

2. Have promotions and offerings for all segments of your customer base; the big spenders as well as the value seekers. This philosophy has worked well for McDonald’s in their menu offerings. They are able to offer value meal products as well as premium beverages. And their sales are up!

3. Create these new customer appreciation promotions and advertise them with start and end dates in the store through word of mouth and signage and any printed advertising.
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