2 Things Brick and Mortar Chains Are Bad At

Summary

• When brick and mortar chains let individual locations handle their own marketing and sales, they often aren't as effective as when the corporate office takes charge.
• The person who starts a chain usually has a unique talent for getting customers, which is tough to teach to others at different locations.
• By decentralizing tasks like sales and marketing, a chain can lose its unique culture, which is valuable to maintain as the business grows.
• I believe in centralizing functions such as marketing and sales to keep better control and preserve the brand's culture during scaling.

Video

How To Take Action

I would suggest focusing on keeping sales and marketing centralized. This way, you can be sure that the special way you attract customers stays the same, no matter how much you grow. If you make and control your advertisements and sales plans from one place, your brand's unique story and style won't get lost.

A good way of doing this is to create a simple plan or guide that shows what your brand is about and how to talk to customers. Share this with your whole team so that everyone knows the right way to share your business's message. If everyone uses this guide, your brand will feel the same no matter where your customers find you.

To implement this without spending lots of money or time, start by writing down what makes your business special—like why customers love you. Then think about how to show that in your ads and sales talks. You don't need fancy tools; just be clear and consistent.

Remember, it's really important that the person who knows how to get customers teaches others the same skills. This might be you or someone else in your business. Spend time with your team so they learn from the best.

Lastly, keep an eye on all your locations. Make sure they all feel the same and follow your guide. If they do, your customers will keep coming back because they like what your business feels like—like they're part of something bigger, your unique culture.

Quotes by Leila Hormozi

"what a lot of brick and mortar chains do is that they have the individual locations run marketing run sales"

– Leila Hormozi

"you lose two things in that one typically they can't do it nearly as well as corporate"

– Leila Hormozi

"often times the person who starts the chain has like a very unique skill set of being able to acquire customers"

– Leila Hormozi

"that is very hard skill to translate to other people"

– Leila Hormozi

"when you push all of that down and you decentralize it you actually lose a lot of the culture"

– Leila Hormozi

Full Transcript

what a lot of brick and mortar chains do is that they have the individual locations run marketing run sales but you lose two things in that one typically they can't do it nearly as well as corporate often times the person who starts the chain has like a very unique skill set of being able to acquire customers and that is very hard skill to translate to other people the second thing is that when you push all of that down and you decentralize it you actually lose a lot of the culture and so that means that we want to centralize things because then we have more control over those things as they scale