[A Sip of a Book] Successful Stores Have Strategies

Editor's NoteSome sentences encapsulate the entire content of a book, while others instantly resonate with readers, creating a connection with the book. We excerpt and introduce such meaningful sentences from books.

The author is the leader of ‘Jangjeon,’ an accelerating company in the food service industry. Since 1994, he has produced food-related programs for 30 years and has served as a food service consultant and advisor for 20 years, sharing success know-how with over 1,300 food service businesses nationwide, including large corporations. This book is a strategic guide for self-employed business owners that neatly organizes such know-how. Based on key business keywords categorized into concept, content, value, attraction, and operation, it introduces more than 60 strategies applicable to every process of business?from startup preparation to menu development, store management, and marketing.

Do you know why you choose the customer first? Because only then can you build a concrete service. If you release average products and services trying to catch all kinds of customers, you won’t be able to satisfy anyone. --- p.40, “If I Were Consulting My Sons’ Restaurant”

Reject the existing things. Reject the ordinary things. Reject everything you have always considered common sense. Even if everything fails, you can survive this way. --- pp.65-66, “We Are Not Like That!”

When you ask yourself questions from the customer’s perspective, you begin to see yourself. It’s like selecting expected questions before an interview and preparing answers. If you want to be chosen by customers, you must ask yourself. Only then can you turn customers’ doubts into reassurance. --- pp.131-132, “Let’s Turn Doubt into Reassurance”

Put your hand on your chest and think. Did you buy C-grade leafy vegetables? Did you make the radish salad moderately? What about the bean sprouts? Did you make the dongchimi with your eyes closed? Of course not. You worked hard from dawn, shopping at the market. So why don’t you put a price tag on it? Because you don’t write the price, customers think it’s free, zero won. Write it down. Customers’ reactions will change. --- p.252, “Only Lay Down Calculable Value”

Millions of self-employed owners run their businesses displaying photos that customers dislike. Customers find it hard to cross the threshold because photos that don’t whet their appetite but rather dry their mouths are barricaded like a blockade. This is the mild case. There are countless places that don’t show what they are selling at all. That makes the entrance feel even more distant. --- p.276, “Three Principles of Photos That Captivate Customers”

Microphones, smartphones, ramen, and dumplings are all the same. You have to teach who should use them, how they are good, and what benefits they provide. Only then do people think, “Ah, this is for me,” and become interested. If you boast, “Our product is good. Our product is excellent,” they run away. --- p.323, “Customers Don’t Believe When You Say It’s Good”

Stubbornly blaming everything on customers and denying your own fault only harms the business owner. Customers may smile outwardly, but they never revisit such places. Even as curious customers feel uncomfortable and leave one by one, these owners fail to realize what the problem is. In fact, they don’t even want to hear such stories. --- p.385, “Why Is It Only My Store That Has No Customers?”

Business Is Strategy RED | Written by Kim Yujin | Doseodam | 504 pages | 23,000 KRW

This content was produced with the assistance of AI translation services.