David Lucero's Posts - Authors.com2024-03-29T09:46:27ZDavid Lucerohttp://www.authors.com/profile/DavidLucerohttp://storage.ning.com/topology/rest/1.0/file/get/1547951671?profile=RESIZE_48X48&width=48&height=48&crop=1%3A1http://www.authors.com/profiles/blog/feed?user=3t7vbhd95os0s&xn_auth=noHow badly do you want to follow your dream?tag:www.authors.com,2013-01-24:3798404:BlogPost:1629502013-01-24T14:47:29.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<h3><a href="http://lucerobooks.blogspot.com/2013/01/i-say-follow-your-passion.html">I say, "Follow your passion!"</a></h3>
<p>A co-worker visited my store and handed me an envelope with a copy of my recent book,<b><i>'Who's Minding the Store?'</i></b> He said he visited a store he handles in Lake Forest, CA where Melinda works. Turns out Melinda bought a copy of my book and asked him to bring it to me in San Diego for me to autograph.<br></br> Any author will tell you we love personally…</p>
<h3><a href="http://lucerobooks.blogspot.com/2013/01/i-say-follow-your-passion.html">I say, "Follow your passion!"</a></h3>
<p>A co-worker visited my store and handed me an envelope with a copy of my recent book,<b><i>'Who's Minding the Store?'</i></b> He said he visited a store he handles in Lake Forest, CA where Melinda works. Turns out Melinda bought a copy of my book and asked him to bring it to me in San Diego for me to autograph.<br/> Any author will tell you we love personally autographing our books. I suppose some will call that vanity, but I call it pride<strike> </strike><strike> </strike>and the two are <i>not</i> the same.<br/> <br/> In my book she had an envelope addressed to me stating how much she enjoyed my book. She wrote how she'd been in retail for years and could relate with the scenes between employees, customers, managers, and the like. She said she even knew a few stories that were funnier than mine (I'll bet she's right, too!). That's okay. I've long-since learned humility.<br/> <br/> The most special part of her note was her mentioning how I inspired her to follow her passion and write. She mentioned how she has always wanted to write horror stories, and after reading my book she now believed it was not only possible, but something she should do.<br/> <br/> You may find this odd, but I hear this a lot from people. <i>"I've always wanted to write a book, but don't know where to start."</i><br/> <i><br/></i> I wrote back to Melinda with a few tips (actually, a lot of tips), and I want to share a few with you here.<br/> <br/> If you want to be a writer you have to read a lot and write a lot. That's not from me, but from Stephen King in his memoir, <i>'On Writing.'</i> I was surprised, and excited, to find a lot of what Stephen King has been doing his whole life, I was doing too. That is, I've been reading a lot, and writing a lot. I did so because since I was 14 years old I've always wanted to be a writer. It's been my passion. It's even my obsession.<br/> <br/> My advice to those who want to be a writer is precisely what Stephen King advises in his book. Read a lot and write a lot. For more details I'll let you read his book. It's very good! It's also refreshing and enlightening. I'll also advise you to follow your passion. You'll feel a lot better when you do.<br/> <br/> I've heard people don't do what they really want to do because they're afraid of failing. As I mentioned before, I've learned to be humble. This is why I'll be the first to admit I fall in that category. That is, until 2009 when I published my first book, <b><i>'The Sandman.'</i></b><br/> <b><i><br/></i></b> When my release of my first novel in February 2009 happened I felt like a whole page in my life was finally opened. And this is in part why it was important to get my second book released three years later. <b><i>'Who's Minding the Store' </i></b>will show everyone how serious I am about being a writer. And I've had a lot of help and a lot of support. Thank you for that, too! I want to say thanks before I forget as I continue writing this note.<br/> <br/> If you want to be a writer, then write. If you want to learn to fly, then fly! If you want to be a chef, then...I think you get the picture.<br/> <br/> Follow your passion. Follow your obsession. You'll be much happier with yourself when you do. And don't worry about failing. So long as you follow your passion and obsession you won't be a failure. That only happens when you never try.<br/> <br/> Keep on reading, and I'll keep on writing!<br/> <br/> David</p>
<p> </p>
<p><a href="http://www.lucerobooks.com/">www.LuceroBooks.com</a></p>When shopping do you want the lowest price, or peace of mind? Better be sure!tag:www.authors.com,2013-01-17:3798404:BlogPost:1625622013-01-17T03:03:36.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p class="PadderBetweenControlandBody"> </p>
<p>I often hear from customers, <i>“What’s the best price you can give me?”</i></p>
<p>I usually refer to the sales price seeing as how we already offer the lowest price. I verify this by doing competitor shops.</p>
<p>Then the customer usually asks, <i>“So what’s the best price you can give me?”</i></p>
<p>Like anyone else, I too need to save a buck, but at what cost?</p>
<p>When I ask questions about the type of project the customer is working on…</p>
<p class="PadderBetweenControlandBody"> </p>
<p>I often hear from customers, <i>“What’s the best price you can give me?”</i></p>
<p>I usually refer to the sales price seeing as how we already offer the lowest price. I verify this by doing competitor shops.</p>
<p>Then the customer usually asks, <i>“So what’s the best price you can give me?”</i></p>
<p>Like anyone else, I too need to save a buck, but at what cost?</p>
<p>When I ask questions about the type of project the customer is working on they either tell me they’re replacing appliances and plumbing products for their home or a rental. If it’s a rental, I steer them to tough, durable items that are reliable. They’re not necessarily the best and in most cases not what homeowners want for their own homes. But for rentals they do the job fine.</p>
<p>When the customer tells me, <i>“This is for my house, but I don’t want to spend a lot of money,”</i> I steer them to mid-range products. Then I point out, <i>“For a little more you can have the very best!”</i></p>
<p>I ease their mind when I mention how I’m not on commission, meaning I won’t be selling them something they don’t need. I take the customer to the higher-end products, the very best in the way of features and benefits. I ask them questions like:</p>
<ul>
<li><i>“Do you cook often?”</i></li>
<li><i>“Do you do a lot of entertaining?”</i></li>
<li><i>“Do you have a large household?</i></li>
</ul>
<p>I can tell if the customer likes what they see by the way their eyes bulge with excitement. No, I’m not referring to sex here. Let’s stay focused, okay?</p>
<p>Having the very best in your home is an exciting concept. But then the customer says, <i>“So what’s the best price you can give me?”</i></p>
<p>I don’t want to sound redundant, but that’s life in retail. People actually go full-circle when buying products to save a buck. But is it truly worth your time? Yes, I’ve heard of the saying, ‘A penny saved is a penny earned.’ I’ve also heard of the saying, ‘The best is never cheap!’</p>
<p>And if you want peace of mind in your purchase it may be worth forking over a bit more if for no other reason than to be happy with your purchase.</p>
<p>No, I’m not trying to patronize anyone here, but I see it often enough when a customer thinks they’re getting a very good deal for a mid-range appliance, plumbing fixture, or TV because they got it dirt-cheap. The problem is that it wasn’t what the customer really <i>wanted</i>. What they wanted was the best, but didn’t want to pay for it.</p>
<p>As I said before, I can understand the need to save a few bucks, but don’t you think it’s worth being happy with how you spend your money?</p>
<p>Translation: If buying your wife or yourself the very best means spending a little more, then I say <i>do it!</i> Chances are the product is worth it, will last longer, and you’ll enjoy using it each time. When my wife and I remodeled our kitchen we decided to go all out and have installed professional grade appliances. That was three years ago and it still makes me feel good when my wife says out of the blue, <i>“I LOVE my appliances!”</i></p>
<p>I may not have gotten the lowest price, but I certainly have peace of mind with my purchase.</p>
<p>Author’s note:</p>
<p>The above is true and mentioned in my latest novel, <b><i>Who’s Minding the Store?</i></b> My characters shop in a home improvement store and find customers unhappy with a previous purchase. It turns out they wanted to save money, so instead of investing in products they really wanted, they bought products that made them unhappy. Now they were visiting the store less than a year later to see what they could do about it. I was inspired to mention this because I’ll never forget the time when I was helping a couple in the kitchen showroom at the former <i>Expo</i> <i>Design Center</i>, looking at kitchen cabinets. I noticed the couple kept mumbling to each other and asked if everything was okay. The wife said, <i>“We were here sixteen months ago and bought the cheapest cabinets to save money, and now they’re already falling apart!”</i> The husband followed up with, <i>“I knew we should’ve spent a bit more for better product.”</i> That incident rings true for all of us. If you can get a good deal, fine! But just remember we all get what we pay for in the end.</p>
<p>To purchase a copy of my book you can order it from your local bookstore, amazon.com, or Mysterious Galaxy Books in San Diego and Bay Books in Coronado, and direct from my website at <a href="http://www.lucerobooks.com/">www.LuceroBooks.com</a>.</p>
<p>I hope this helps you on your next shopping experience. But then hope is not a method.</p>
<p>David</p>Texting while on the sales floor - an excerpt from 'Who's Minding the Store?'tag:www.authors.com,2012-12-05:3798404:BlogPost:1602332012-12-05T22:46:27.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>When he got to the store, Derrick took his time walking the sales floor, doing his best to remain unnoticed. He wanted to see how the associates behaved in the absence of the store manager.</p>
<p>The first group of associates he saw were less than impressive.</p>
<p>Florence and Tiffany were cashiers, standing at their registers texting on their cell phones, instead of focusing on the customers waiting to make a purchase.</p>
<p>There was a company SOP, forbidding the use of personal cell…</p>
<p>When he got to the store, Derrick took his time walking the sales floor, doing his best to remain unnoticed. He wanted to see how the associates behaved in the absence of the store manager.</p>
<p>The first group of associates he saw were less than impressive.</p>
<p>Florence and Tiffany were cashiers, standing at their registers texting on their cell phones, instead of focusing on the customers waiting to make a purchase.</p>
<p>There was a company SOP, forbidding the use of personal cell phones, pagers, and iPods at work. Apparently, the two cashiers hadn't gotten the memo.</p>
<p>He'd met Florence and Tiffany on his first day in the store. They seemd like nice enough girls, but the store didn't <em>need</em> nice girls. The front end registers needed to be manned by professional cashiers, with solid customer relations skills. Unfortunately, you couldn't hire employees of that caliber for $10.50 an hour.</p>
<p>At the old store, he'd had several conversations with Tom Ebert on this very subject. Derrick had pointed out that the company promised customers that it would deliver the best service in the industry, and yet the company offered minimum wages for employees.</p>
<p>"How do you expect to give the best service for such little pay?" was Derrick's question.</p>
<p>Tom had responded that the company's position about pay scales wasn't likely to change. It was up to managers to learn to deal with it.</p>
<p>Derrick observed a customer standing in line right when Florence's phone rang.</p>
<p>Damn! She's actually answering her phone in the middle of a transaction.</p>
<p>Florence smiled at the message on her phone while the customer fumed over the delay. Right when he looked he was about to say something, Tiffany put her phone away and completed the transaction.</p>
<p>"Have a nice day!" she said <span style="color: #888888;">cheerfully.</span></p>
<p>The customer grunted in response.</p>
<p>Tiffany started the next transaction, only to be interrupted by her phone again.</p>
<p>This time the customer was having none of it. "Do you actually get paid to answer personal calls?" the middle-aged, balding man with a pot belly asked.</p>
<p>Tiffany ignored the customer, instead laughing aloud over the message she read.</p>
<p>Derrick knew then and there he would have to add the texting issue to his growing list of things to fix in the store.</p>
<p>He walked away shaking his head. "Like I told them," he said aloud, "you get what you pay for in people too."</p>
<p> </p>
<p>Author's Note:</p>
<p>In my experience it amazes me what people do while on the clock. I remember my father telling my brother and me, "When it comes to work you're on time and do what you're told!" My dad's generation obviously took work in a more serious light than today's generation, but then our parents never had the prospect of handy cell phones for every day use. In today's world of retail, many businesses have dress code policies prohibiting the use of cell phones while on the clock. This way the associates may focus on their daily tasks. Still, a part of me has to wonder what has happened with our work ethic if a company must put in place a policy keeping cell phones off the sales floor while at work. I would have thought it to be common sense.</p>
<p> </p>
<p>For more about Derrick Payton dealing with every day issues get your very own copy of <em>Who's Minding the Store?</em> You will support your local bookstore when you purchase it through them, along with savings on shipping. Otherwise you may place your order on amazon.</p>
<p>Happy Holidays!</p>
<p>David</p>
<p><a href="http://www.lucerobooks.com/">http://www.lucerobooks.com/</a></p>
<p><a href="http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316">http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316</a></p>
<p> </p>How do you handle a $35,000 cash payment?tag:www.authors.com,2012-12-04:3798404:BlogPost:1602122012-12-04T14:30:00.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p> </p>
<h1><span class="font-size-3">Miguel Martinez was a practical man, or so he said several times, as he repeated his story to Derrick. His only flaw was failing to play by the rules.</span></h1>
<h1><span class="font-size-3">“We value your business, Mr. Martinez,” said Derrick. But the law doesn’t give us any leeway on this. Any cash purchase over ten thousand dollars must be report to the IRS.”</span></h1>
<h1><span class="font-size-3">Derrick was certain that Miguel had heard all of…</span></h1>
<p> </p>
<h1><span class="font-size-3">Miguel Martinez was a practical man, or so he said several times, as he repeated his story to Derrick. His only flaw was failing to play by the rules.</span></h1>
<h1><span class="font-size-3">“We value your business, Mr. Martinez,” said Derrick. But the law doesn’t give us any leeway on this. Any cash purchase over ten thousand dollars must be report to the IRS.”</span></h1>
<h1><span class="font-size-3">Derrick was certain that Miguel had heard all of this before, but the man was pretending that the whole IRS thing was news to him. He wasn’t a very convincing actor.</span></h1>
<p> </p>
<p>“I make large cash purchases all the time,” explained Miguel. “I <i>never</i> have to fill out some form. It’s easy…I hand you my cash, and you place my order.”</p>
<p>Yeah, right!</p>
<p>“Look, Mr. Martinez…”</p>
<p>“Call me Miguel.”</p>
<p>“Okay, Miguel, I can’t answer for what other stores do. If they let you skip IRS Form 8300, that’s between you and them.”</p>
<p>The customer opened his mouth to speak, but Derrick continued. “Legally, we have no option if you decide to pay cash. We <i>must</i> report cash payments over ten thousand dollars to the IRS, or we risk being fined.”</p>
<p>“I’ve done this at your other stores,” Miguel said. “They never made me fill out that stupid form.”</p>
<p>“I heard you the first time,” Derrick said. “But my store follows the law. As Annabelle explained, if you pay with a money order, check, or credit card, you don’t have to complete the form. If you want to pay cash, the law requires a Form 8300.”</p>
<p>Miguel shifted his weight from one foot to the other. “Why do you insist on making this complicated? All I want to do is give you my money, and you persist in giving me a hard time.”</p>
<p>Derrick glanced over his shoulder. Annabelle, Sheila, and Allison were watching<strike> </strike> clearly happy that he had kept his word about making himself available.</p>
<p>Miguel stuck his hands in his pockets. “So how are we going to do this?”</p>
<p>Derrick resisted the urge to raise his voice to this idiot. “You have two options,” he said. “The same two options that Annabelle has already explained to you. Fill out the form, or use a different form of payment.”</p>
<p>“I don’t want to fill out the form,” Miguel said.</p>
<p>Derrick nodded. “That’s fine. Then we will be happy to accept a charge card, cashier’s check, or money order.”</p>
<p>“You don’t understand,” Miguel said. “I don’t want to fill out that form.”</p>
<p>Derrick looked down at his feet. He was getting tired of running in circles. Besides, who the hell carries thirty thousand in cash?</p>
<p> </p>
<p>During this holiday season giving books is a terrific gift for family and friends who enjoy spending leisure time reading. You can learn more how Derrick handles situations like this when you purchase your very own copy of <b><i>‘Who’s Minding the Store?’</i></b> It can be ordered through your local bookstore or on amazon.</p>
<p>Happy reading!</p>
<p>David</p>
<p><a href="http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316">http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316</a></p>
<p> </p>
<p><a href="http://www.lucerobooks.com/">http://www.lucerobooks.com/</a></p>
<p> </p>Good Karma is alive and well!tag:www.authors.com,2012-12-01:3798404:BlogPost:1602522012-12-01T21:57:23.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>Now this is a way to start your day!</p>
<p>I'm helping a couple who say they've been shopping for a new range. After visiting three competitors they were still on the fence over which brand to purchase.</p>
<p>"The reviews I've read online are very negative about many brands I thought would be good for our kitchen remodel," the husband said.</p>
<p>I explained how I didn't take to heart online reviews because I'm familiar with the fact that competitors will create phony reviews to trash the…</p>
<p>Now this is a way to start your day!</p>
<p>I'm helping a couple who say they've been shopping for a new range. After visiting three competitors they were still on the fence over which brand to purchase.</p>
<p>"The reviews I've read online are very negative about many brands I thought would be good for our kitchen remodel," the husband said.</p>
<p>I explained how I didn't take to heart online reviews because I'm familiar with the fact that competitors will create phony reviews to trash the competition. I know well and good it happens to me, too. I further explained how as the manager of my business unit, I did not receive many complaints for our products, and therefore the customer could rest assure whatever he chose would suit him fine.</p>
<p>This made sense to him. After all, why would I recommend products that created more work for me by failing to meet customer expectations? If I did that, I'd be spending most of my time writing reorders and left up to my ears in returns. I don't want any repeats of returns from my previous place of work, no thank you!</p>
<p>After explaining the features and benefits of one of our top-selling ranges, the couple moved forward with a purchase at my store. I asked if this was his first time visiting us, and he said, "Yes, my boss lives nearby and suggested I see your store because you have great stuff!"</p>
<p>Word of mouth goes far, so you can imagine how that made me feel.</p>
<p>Then the husband said, "Your employee told me you wrote a book about retail. My wife googled it on her phone right now and wants to buy it."</p>
<p>You can imagine how <em>that</em> made me feel.</p>
<p>Then the customer asked, "If we stop by with the book will you autograph it?"</p>
<p>Every author loves nothing more than to pen their name personally to their work. Of course, I said, "YES!"</p>
<p>Not only did I close a sale, but managed to impress a customer well enough to express interest in purchasing my book.</p>
<p>Now that would make a helluva day in anyone's book!</p>
<p> </p>
<p><em><strong>'Who's Minding the Store'</strong></em> can be ordered through you local book store or on amazon. I'd appreciate you sharing the word. As my employee said, "Word of mouth goes far these days!"</p>
<p>Thanks, Alma!</p>
<p><a href="http://www.amazon.com/author/davidlucero">http://www.amazon.com/author/davidlucero</a></p>
<p><a href="http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316">http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316</a></p>
<p> </p>Thank goodness we have Good Book Friday!tag:www.authors.com,2012-12-01:3798404:BlogPost:1600282012-12-01T03:01:55.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>On an evening like this (raining and cold), what better way than to kick back at home and reading a book?</p>
<p>In my latest book <em><strong>'Who's Minding the</strong> <strong>Store,'</strong></em> Derrick Payton, newly-promoted store manager can't find his employees on the sales floor where customers await assistance. Walking from department to department, he hears a familiar sound of passion coming from a work room closet. Find out how he handles this with you own…</p>
<p>On an evening like this (raining and cold), what better way than to kick back at home and reading a book?</p>
<p>In my latest book <em><strong>'Who's Minding the</strong> <strong>Store,'</strong></em> Derrick Payton, newly-promoted store manager can't find his employees on the sales floor where customers await assistance. Walking from department to department, he hears a familiar sound of passion coming from a work room closet. Find out how he handles this with you own copy.</p>
<p><strong><em>Who's Minding the Store</em></strong> can be ordered through your local bookstore or on amazon, or direct from my website.</p>
<p><a href="http://www.lucerobooks.com/">http://www.lucerobooks.com/</a></p>Here's an excerpt from 'Who's Minding the Store?'tag:www.authors.com,2012-11-29:3798404:BlogPost:1597292012-11-29T04:05:10.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>There was no time for celebration. Derrick had to catch his breath. His heart raced. He was perspiring, and his deodorant wasn’t holding up to the claims made by its advertising campaign.</p>
<p>I can’t go to the store looking like I shit my pants.</p>
<p>A <i>Starbucks</i> was nearby. He practically ran to it, and headed straight for the bathroom. He locked the door, splashed water over his face at the sink, and then stared in the mirror. His breathing returned to normal, but he was red in…</p>
<p>There was no time for celebration. Derrick had to catch his breath. His heart raced. He was perspiring, and his deodorant wasn’t holding up to the claims made by its advertising campaign.</p>
<p>I can’t go to the store looking like I shit my pants.</p>
<p>A <i>Starbucks</i> was nearby. He practically ran to it, and headed straight for the bathroom. He locked the door, splashed water over his face at the sink, and then stared in the mirror. His breathing returned to normal, but he was red in the face. That always happened when he got nervous, and he hated it.</p>
<p>Why couldn’t he be more confident?</p>
<p>His mind started going blank. He couldn’t focus. He used the urinal carefully. His hands were trembling so hard that he was afraid he might pee on his own leg.</p>
<p>He washed his hands, took another look in the mirror, and left the bathroom, bumping into a patron waiting to use it.</p>
<p>“Sorry about that,” he said.</p>
<p>The man grunted in response.</p>
<p>Derrick ordered the tall mocha, and grabbed the table and chair in the back of the café. He needed to get a grip of himself before returning to the store.</p>
<p>What the hell was Judy thinking? No preparation, no warning. Just bang! You’re in charge now.</p>
<p>He had dreamed about getting his own store, but not like this. He’d always assumed that when the magic day finally came, he would have a smooth and orderly transition. Instead, he had been handed a store where the previous manager failed.</p>
<p>He was in for a tough ride.</p>
<p>Why hadn’t Judy stuck around long enough to introduce him to his store personnel? It would have been the perfect time for her to let everyone know he was now <i>the man.</i></p>
<p>No matter. He’d been on his own before.</p>
<p> </p>
<p>This excerpt is when Derrick realizes he’s just been promoted. You can read more when you have the book in hand. <b><i>‘Who’s Minding the Store?’</i></b> can be ordered through your local bookstore or on amazon.</p>
<p>Keep on reading!</p>
<p>David</p>'I demand you match this online price!'tag:www.authors.com,2012-11-28:3798404:BlogPost:1599932012-11-28T03:59:41.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>“Why not ask me to give you the product for free?”</p>
<p>In my latest novel, <b><i>‘Who’s Minding the Store?’</i></b> Derrick Payton faces customers who want him to match online retailer prices. The scenario you read in my book is all too real in every business across the country. Now why do you suppose businesses can’t match online prices?</p>
<p>Derrick handles the situation fine in my book. I’ve found myself explaining to customers how brick-and-mortar businesses can’t afford to match…</p>
<p>“Why not ask me to give you the product for free?”</p>
<p>In my latest novel, <b><i>‘Who’s Minding the Store?’</i></b> Derrick Payton faces customers who want him to match online retailer prices. The scenario you read in my book is all too real in every business across the country. Now why do you suppose businesses can’t match online prices?</p>
<p>Derrick handles the situation fine in my book. I’ve found myself explaining to customers how brick-and-mortar businesses can’t afford to match such prices due to overhead. We have employees to pay, utilities; rent (no surprise, right?). I soften the disappointment by adding, “You knew from the start you could buy your products for less online, and yet chose to visit my location. You did this because you appreciate face-to-face discussion with a trained specialist in the industry. And it’s this professional who gives you confidence in your purchase that makes it worthwhile.”</p>
<p>And that is the crux of why businesses cannot match online prices. To get top-rate service you need a staff full of professionals, and they need to be paid living wages, or else their mind won’t be on their work, which is to serve you. Instead, they’ll be wondering how they’re going to pay the bills to support their family.</p>
<p>I’ve come across customers who don’t care about anything other than price. I can live with that because that can be the nature of the business. People are, after all, earning less these days and need to take advantage of savings every chance they can. But now more than ever businesses need to educate customers the advantage of a professional giving you the confidence in your purchase so you leave happy with your shopping experience. If businesses continue matching online prices, profitability will take a nose-dive, and the first place a business looks to cut is staff. In other words, <i>people!</i></p>
<p>The saying goes, ‘The number one controllable expense is payroll.’ That means you and me. Aside from my profession as an author, I’m a store manager and need to be profitable or else have the doors to my business close (Yes, this is where I got part of the idea for my story). I find myself many times explaining to customers, “I’ll be sure to offer you a competitive price, but I’d go out of business in a heartbeat if I matched online prices.” Most people understand, others as mentioned before simply don’t care. I suppose I’ll have to deal with that, too.</p>
<p>Online shopping is here to stay, but wouldn’t the loss of brick-and-mortar businesses be tough to swallow? I think about that every time I make an online purchase. I can understand buying a hard-to-find book or discontinued item no longer available. My own book isn’t available in every store and has to be bought online, so I know first-hand the need for online shopping. But how comfortable would you feel paying for appliances, plumbing, and electronics online without first talking about them with a trained professional? The answer isn’t difficult.</p>
<p>In my book this discussion takes place in one chapter, but the message is clear. We all need to support the businesses within our community. I saw this not only as a business leader, but a member of the community who also shops. What happens to the person next door could happen to all of us, and I’m only good with that so long as I’m left standing on my own two feet.</p>
<p>So the next time you make a purchase for appliances, furniture, electronics, and plumbing fixtures online, first visit your local business. After you’ve built a rapport with the salesperson answering your questions I’m sure you’ll feel happy you made an investment in a business serving your community.</p>
<p>Now sit back and enjoy my book! I had a lot of fun writing it.</p>
<p>David</p>Why I wrote, 'Who's Minding the Store?'tag:www.authors.com,2012-11-22:3798404:BlogPost:1594172012-11-22T05:17:27.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p class="Publishwithline">Time to face the Music</p>
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<p class="PadderBetweenControlandBody"> </p>
<p>Time to own up to why I wrote ‘Who’s Minding the Store?’</p>
<p>My latest novel is a comedy about retail. The main character is an operations assistant manager who suddenly finds himself promoted to store manager on his first day after being transferred to a new store. But he has no time to celebrate when his district manager declares, “You’ve got one week…</p>
<p class="Publishwithline">Time to face the Music</p>
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</div>
<p class="PadderBetweenControlandBody"> </p>
<p>Time to own up to why I wrote ‘Who’s Minding the Store?’</p>
<p>My latest novel is a comedy about retail. The main character is an operations assistant manager who suddenly finds himself promoted to store manager on his first day after being transferred to a new store. But he has no time to celebrate when his district manager declares, “You’ve got one week to improve sales or we’re going to shut down this store.”</p>
<p>Derrick, my main character, has to come up with ways to improve store morale and dodge back-stabbing assistant managers from making him fail, all the while facing the music with pissed off customers who never seem to be satisfied. ‘Who’s Minding the Store’ takes jab after jab at customers who seem to deserve the misery they experience. It tells what goes through the mind of employees when faced with a customer-from-hell.</p>
<p>I’ve had a lot of people tell me I’m right on the mark, and a few ask if this was my version of payback against customers I sometimes face. Well, the answer is less complicated.</p>
<p>I wrote ‘Who’s Minding the Store’ in an effort to reach out to a wider group of readers. I’ve been writing since I was 14 years old and all my books are action/adventure novels. I love reading these type books because they take me to far off places I sure hope to visit one day. But as a writer I learned after my first published book, THE SANDMAN, that unless you like this type book a reader may not be inclined to read such a book.</p>
<p>I then began researching how to reach out to readers. I learned 60% of readers are women. No surprise there, right? But what kind of books appeal to women? How about comedy, history, biography, self-help, and romance? Again, no surprise, right? Well for me it was. After nixing history, bio, self-help, and romance I figured my best shot at a different type novel could only be a success if it was something a lot of people could relate to. That’s when I had a look at what I do for a living.</p>
<p>Much as I love to write, I’m no place near making a living at it. I have to write for enjoyment. That means I have a career doing something other than my profession of writing. For the past 20 years I’ve paid the bills working home improvement retail. Every day it seems we come across something funny. A worker tells a joke, a customer flirts with an employee, a salesperson trips up during their sales pitch. It may seem minor, but in truth we find ourselves laughing in stitches. It could be the reaction of an employee who during a sale, or a customer complaining over the delay of their order, anything and everything.</p>
<p>I don’t want you to think I’m being insensitive. We care about our customers. We really do. But sometimes they overreact over the silliest things. I could provide details, but I already did in my book, so if you want details you’ll have to read it. And when you do I want you to believe me when I say I didn’t write this as payback against pissed-off customers and disgruntled employees. I wrote it to reach out to readers. That’s right! I want to reach out to YOU.</p>
<p>So sit back and enjoy my novel. It’s something I’m not only proud of, but lived it.</p>
<p> </p>
<p><a href="http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316">http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316</a></p>Do your job...or else!tag:www.authors.com,2012-11-19:3798404:BlogPost:1593872012-11-19T15:42:47.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>I know I’m not the only one surprised at the piss-poor behavior we see from co-workers. It’s always the same people consistently late to work, or absent when things need to be done or when a customer needs help, all of the above. To our utter amazement it’s these same people who complain about their job, but do nothing in the way of looking for another job that would please them. At some point they even have the gall to ask for a raise, and then gripe to you when management denies them one.…</p>
<p>I know I’m not the only one surprised at the piss-poor behavior we see from co-workers. It’s always the same people consistently late to work, or absent when things need to be done or when a customer needs help, all of the above. To our utter amazement it’s these same people who complain about their job, but do nothing in the way of looking for another job that would please them. At some point they even have the gall to ask for a raise, and then gripe to you when management denies them one. At this point we want to tell them, <i>“Leave, or shut the @!*# up!”</i></p>
<p>You don’t have to love your job, but at least <i>do</i> your job. The people beside you need you to pull your own weight whether you like it or not, and if you don’t know that then you’ll never be happy in any job you find. Don’t stand around shooting the breeze when you could be completing daily tasks that need to be done. Show initiative and take pride in getting things done. Act like a professional and set the example for others to follow. The praise you receive from co-workers and managers will leave you feeling like you’re floating on clouds. You might ask how this matters. If you have to ask then you don’t deserve an answer, but since I’m writing a blog for <i>‘Who’s Minding the Store?’</i> it’s in my best interest to give one.</p>
<p>What people think of you matters as much as you think of yourself, and in some cases much more. We all know the saying, ‘perception is reality.’ It can mean the difference of you being happy in your current job, or help you find that dream job you’re looking for.</p>
<p>Whether you know it or not, doing a good job at work builds a network for you. When people beside you know they can rely on you to not only do your job, but do it <i>right</i> this helps create a network of people who say positive things about you to other people. When your name is mentioned in crowds good things will be said about you, and this opens doors of opportunity that further your career, or help you in a new one. Basic and simple as this sounds you will be surprised how many people don’t know this.</p>
<p>I’ve seen people throw away jobs (good jobs!) simply because they don’t give a *@&!. That’s right, they don’t care. These are the complainers who never come to work on time, never have anything good to say, hardly smile, and in fact are more detrimental to team spirit than they are as an asset. Be responsible for your own attitude. If you’re not happy in your job ask yourself what you want. Approach your manager and let them know what you think may help you in your work.</p>
<p>Maybe you need a better chair to sit in, email, a better phone, a better desk, certain types of pens and markers, internet access. Explain how this will help you perform tasks and provide examples of how the competition utilizes the tools you’re asking for to further your point. Show you’ve done your due diligence and are convinced this will improve everyone’s game. And more importantly, come to work on time. If you can’t do something as basic as that, people will ask what else you’re not doing and when companies look to downsize you’ll be first on the list.</p>
<p>If you’re truly unhappy in your work and simply don’t care, then disregard all I’ve said, but definitely leave. The longer you stay the more negative things people will have to say about you, which is the last thing you need. You may ask why? Again, if you have to ask you don’t deserve an answer. But….</p>
<p>When you’re applying for another job the potential employer may contact your previous or current job and ask questions about you. What do you suppose they’ll say if you’ve earned the reputation of a slacker? And don’t think for one minute they have to say much. A lot can be said about you when a manager has very little to say about your performance. They don’t have to come out and say you suck! All they have to say is, “Yeah, that person works here, but that’s all I’m at liberty to disclose.”</p>
<p>End of story and end of you!</p>
<p>This is why doing your job is important whether it’s your dream job or not. You want people to think highly of you and speak good things about you when your name comes up.</p>
<p>So next time you’re on your way to work be sure to leave early so you can arrive on time. Yes, that means clocking in when scheduled (pun intended). When something needs to be done, do it and do it right and expeditiously. Show initiative. You’ve probably been in your job long enough to know what needs to be done. If you don’t like your manager telling you what to do all of the time, then do what you know needs to be done. Not only will the manager appreciate this, but it’ll keep him/her out of your hair.</p>
<p>And stop griping! You chose to work where you’re at. Look at the positive things about your job. We’ve all worked in jobs that don’t necessarily pay what we need to earn, but had fun in those jobs working alongside terrific people. That counts for something, and you want them to say good things about you when you provide character references to potential employers.</p>
<p>So I say again….Do you job or else get the @#&! out!</p>
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<p><a href="http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316">http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316</a></p>Book release for 'Who's Minding the Store?'tag:www.authors.com,2012-11-15:3798404:BlogPost:1593592012-11-15T17:22:10.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>I announced on Monday the release of <em>'Who's Minding the Store?'</em> It's my 2nd published book and I'm particularly proud of this work because it's something many of us live. Here's a review by Jeff Edwards, author of <em>The Seventh Angel'.</em></p>
<p> </p>
<p>"Imagine the sexy hilarity of Richard Hooker's M*A*S*H, the complex political intrigue of a classic Russian novel, and the sheer wackiness of the British sitcom ARE YOU BEING SERVED? Now, imagine that all of this high-octane…</p>
<p>I announced on Monday the release of <em>'Who's Minding the Store?'</em> It's my 2nd published book and I'm particularly proud of this work because it's something many of us live. Here's a review by Jeff Edwards, author of <em>The Seventh Angel'.</em></p>
<p> </p>
<p>"Imagine the sexy hilarity of Richard Hooker's M*A*S*H, the complex political intrigue of a classic Russian novel, and the sheer wackiness of the British sitcom ARE YOU BEING SERVED? Now, imagine that all of this high-octane craziness is taking place in the strip mall right down the street from your house. David Lucero takes us on an uproarious tour of the American retail industry. You'll never look at your Home Improvement store the same way again."</p>
<p> Jeff Edwards, Award-winning author of 'The Seventh Angel, and 'Sword of Shiva'</p>
<p> </p>
<p>I'll be having a book launch in a local bookstore shortly. Until then, my book is available for readers on amazon.com. I welcome any reviews of my book on amazon and authors.com.</p>
<p> </p>
<p>Happy reading!</p>
<p> </p>
<p>David</p>
<p> </p>
<p><a href="http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316">http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316</a></p>Who's Minding the Store available now!tag:www.authors.com,2012-11-11:3798404:BlogPost:1590882012-11-11T19:35:31.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>Navigator Books in San Diego, CA has published my latest book, <em>'Who's Minding the Store?'</em> Visit this link for a look at what I believe all of us will relate to.</p>
<p> …</p>
<p></p>
<p>Navigator Books in San Diego, CA has published my latest book, <em>'Who's Minding the Store?'</em> Visit this link for a look at what I believe all of us will relate to.</p>
<p> </p>
<p><a title="http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316/ref=sr_1_2?s=books&ie=UTF8&qid=1352657058&sr=1-2&keywords=who%27s+minding+the+store" href="http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316/ref=sr_1_2?s=books&ie=UTF8&qid=1352657058&sr=1-2&keywords=who%27s+minding+the+store">http://www.amazon.com/Whos-Minding-Store-David-Lucero/dp/0985252316/ref=sr_1_2?s=books&ie=UTF8&qid=1352657058&sr=1-2&keywords=who%27s+minding+the+store</a></p>Never declare, "I Want Satisfaction!"tag:www.authors.com,2012-10-26:3798404:BlogPost:1580752012-10-26T03:32:58.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>As you read ‘Who’s Minding the Store?’ you see a customer named PJ Nabors, a.k.a. Burly Man, slamming his hand on the front counter demanding satisfaction. He’s your typical do-it-yourselfer, which is to say a Jack-of-all-trades and master of<strike> </strike> you get the rest. This happens on Derrick’s last day at <i>The Design, Your Choice for Home Improvement’s</i> Kearny Mesa branch store. He’s being transferred to the Encinitas branch location in north San Diego as the operations…</p>
<p>As you read ‘Who’s Minding the Store?’ you see a customer named PJ Nabors, a.k.a. Burly Man, slamming his hand on the front counter demanding satisfaction. He’s your typical do-it-yourselfer, which is to say a Jack-of-all-trades and master of<strike> </strike> you get the rest. This happens on Derrick’s last day at <i>The Design, Your Choice for Home Improvement’s</i> Kearny Mesa branch store. He’s being transferred to the Encinitas branch location in north San Diego as the operations manager and hoped his last day would be a quiet one.</p>
<p>No such luck.</p>
<p>Derrick listens to Burly Man’s complaint with your typical empathetic patience, while retaliatory thoughts race through his mind. Yes, the more outrageous a customer’s complaint is, the crazier people see you. The crazier people see you, the less they want to help. No, this is not unreasonable. When a customer chooses to do-it-yourself more often than not it’s to save money versus experiencing the joy of remodeling your home. Any designer, installer, and homeowner having gone through a remodel will tell you there’s very little fun in the remodel business. What little fun you find goes out the window right quick as the weeks turn to months and you still haven’t got your dream bath or kitchen finished.</p>
<p>Think I’m exaggerating? I’ve seen the look in wives’ faces as they listen to their husband wheel-and-deal for better price discounts for more products they need to complete a project that has taken well over a year. They go through this hassle all for the sake of saving a buck. I have nothing against getting the most for your money. We all need to be careful how we spend, right? But how much is your time worth? How much is your lifestyle being turned upside down for a husband, friend, or neighbor to finish what they started in your home? I know people who start projects and 10 years later still haven’t finished them, all because they get in over their heads for the sake of saving a buck.</p>
<p>A remodel in your home, whether it be kitchen, bath, or office, or yard, is not something you should nickel-and-dime. You’re going to be living with this new design for many years to come and you may as well invest (not spend) wisely. And by wisely I mean get what you know will make you happy for a long time to come. Yes, I’m speaking from experience. I made the mistake of not investing wisely and should’ve listened to my wife, who wanted to do things in our kitchen differently. All I saw was the dollar amount for our new kitchen. It never occurred to me that the kitchen is the heart of the home.</p>
<p>Like Burly Man, I did some things on my own and hated every minute of it. The remodel dragged for months considering I had to work for a living and do the remodel on my own time, which made me agitated and irritable at home. Burley Man’s experience is not uncommon when you learn he’s complaining on not having enough products to complete his remodel and wants Derrick to authorize the company to foot the rest of the bill. We find this very ironic how do-it-yourselfers want all the credit for the finished look of their home, but when something goes wrong such as a delay, or the wrong measurement for amount of flooring or cabinet space, or anything else for that matter, the do-it-yourselfer has no trouble finger-pointing.</p>
<p>I say never declare, “I want SATISFACTION,” because in most cases you got what you paid for. A home improvement’s purpose is to sell a customer what they want and need. No one forces a customer to open their wallet or purse and hand over a credit card to make a purchase, the customer does this all on their own. And customers today are a lot more careful before making a purchase, so they’re not exactly the babe-in-the-woods they claim to be when something goes wrong.</p>
<p>When a customer is faced with an appliance or plumbing fixture that is no longer working as it should, or they find they’ve come up short on the amount of flooring they need to complete their remodel, stay calm. Appliances have a one year manufacturer’s warranty and chances are at your place of purchase you may buy extended warranties to cover any necessary work. Plumbing fixtures today are more reliable with ceramic disks in place of rubber washers in faucets, and plumbers offer competitive-pricing for labor making it worth your peace of mind to give them a call and take care of the problem.</p>
<p>Ordering the wrong amount of flooring for your project is another area for the do-it-yourselfer. As a homeowner you have the opportunity to pay a designer to order cabinets, flooring, fixtures, and arrange for an install. But if you pass on this to save money you may be asking for trouble you’re not going to like.</p>
<p>In Burly Man’s case he thinks <i>The Design</i> owes him for having brought so much business to them. This is a mistake. Businesses appreciate you, but you’re not doing them a favor, you’re making a purchase. You hold the responsibility for telling the salesperson how much flooring you need, or what size appliances you need to fit in existing cabinets, or if you need a 4” widespread faucet versus an 8” widespread faucet. The customer bears this responsibility because they chose to forego hiring a designer and installer to cover all their bases.</p>
<p>In ‘Who’s Minding the Store?’ you’ll read how Derrick handles this situation and it’s pretty much what you’ll find in any business unit where you chose to do-it-yourself. But that doesn’t mean you’ll be left standing in the wind. That’s right, there’s a bright side to this story. I merely wanted to explain a few facts first.</p>
<p>The way to get satisfaction is to stay away from finger-pointing. Mistakes happen. Sometimes it’s due to the customer’s miscalculation, sometimes it’s due to the salesperson. People will do that, making mistakes I mean. Instead of charging with a bazooka, visit the store with a smile. Thank the salesperson for their help and advice and let them know you’re faced with a dilemma. Explain the situation and ask how they may help you resolve it. In many cases the customer won’t have to spend any additional money to resolve their issue. If a part is needed to fix a faucet or get the appliance working right, you’d be surprised how willing stores and vendor manufacturers are to taking care of the customer. They want you to come back and buy more when you need to, and tell your family and friends about them too. In short, the store is already on your side, so it makes no sense to attack them with accusations of failing to meet your needs, especially when much of the responsibility is on the shoulders of the do-it-yourselfer.</p>
<p>In Burly Man’s case, additional costs come up, and the problem is further beset due to the flooring material he needs no longer being manufactured. It’s not something I wish on anyone, but it has happened and still does as do-it-yourselfers take on more than they can handle. I don’t want to spoil what happens to Burly Man, so you’ll have to find out by reading my latest novel in ‘Who’s Minding the Store?’</p>Why Managers Should Not Play Favoritestag:www.authors.com,2012-10-12:3798404:BlogPost:1571612012-10-12T04:28:49.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>Firstly, you’re opening yourself and the company you work for to get a nasty lawsuit!</p>
<p>Secondly, no one is worth losing the respect of your team.</p>
<p>I’ve seen managers play favorites time and again, and always for the wrong reasons. I remember a person who was consistently number 1 in sales. But that was the only thing he was good at. The person treated everyone around him poorly. He never said hi to anyone, or thanked them when they helped him with his sales (and he got plenty of…</p>
<p>Firstly, you’re opening yourself and the company you work for to get a nasty lawsuit!</p>
<p>Secondly, no one is worth losing the respect of your team.</p>
<p>I’ve seen managers play favorites time and again, and always for the wrong reasons. I remember a person who was consistently number 1 in sales. But that was the only thing he was good at. The person treated everyone around him poorly. He never said hi to anyone, or thanked them when they helped him with his sales (and he got plenty of help when he needed it), nor did he give anyone credit for helping him when he should have done so. He got into shouting arguments with fellow employees in the workplace and employees complained about him, but management looked the other way because the employee in question was the number 1 sales associate. They didn’t want to lose their bread and butter, so to speak.</p>
<p>I agree one has to take care of their top seller, but what about the rest of the team?</p>
<p>Do they not deserve the same TLC?</p>
<p>Managements’ lack of concern prevents the team from ever reaching its full potential. By looking the other way and not working to build a fun and happy place at work, no one comes to work with a positive attitude. They don’t talk to each other, they don’t offer to help each other, they don’t go the extra mile because they see no point in doing so, and yes, customers note this.</p>
<p>The joke is on the managers when they wonder why sales are down, nothing is getting done, and people can’t be counted on.</p>
<p>It’s their (managers) own damned fault!!!</p>
<p>By not taking the disruptive employee aside and explaining how their behavior is unacceptable and working against the much-needed synergy every store needs, the business unit will fail. The employee who got away with the most was so miserable to work with that fellow associates basically came to work for nothing more than a check. It was a job until something better came along, and something always better comes along sooner or later. And when it does, managers are left to wonder why their turnover is so high.</p>
<p>It’s because you’re not doing your job!!! You’re playing favorites!!! You’re taking care of 1 or 2 people you like (sometimes because of sales results, sometimes because you sleep with them, etc.), and coddling them when you should be sitting them down and explaining how you, him, and everyone <i>need</i> to work together in order to be successful.</p>
<p>Ever see the Three Musketeers? Do you wonder what they mean by <i>all for one and one for all?</i> If you don’t get it, you deserve whatever failure comes your way. And you will fail! Maybe not today, but somewhere down the line. And you’ll fall hard too! And you’ll find those people you coddled and allowed to get away with tardiness, inappropriate behavior, failing to follow the process, etc., won’t give a damn. That’s right! They aren’t your friends. They see managers as suckers who let them get away with what they got away with because you were too weak to do your job and maintain harmony in the workplace.</p>
<p>In <i>‘Who’s Minding the Store’</i> Derrick comes across quite a few <i>prima donnas</i>, and I believe he handles them the way most employees would like their managers to handle them. For some insight you can find my novel available on Amazon.com and select bookstores.</p>
<p>Happy reading and happy selling!</p>
<p>David</p>Another Teaser for 'Who's Minding the Store?'tag:www.authors.com,2012-10-04:3798404:BlogPost:1564532012-10-04T02:52:13.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p class="Publishwithline">Why Managers Should Not Play Favorites</p>
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<p>Firstly, you’re opening yourself and the company you work for to get a nasty lawsuit!</p>
<p>Secondly, no one is worth losing the respect of your team.</p>
<p>I’ve seen managers play favorites time and again, and always for the wrong reasons. I remember a person who was consistently number 1 in sales. But that was the only thing he was good…</p>
<p class="Publishwithline">Why Managers Should Not Play Favorites</p>
<div><p class="underline"> </p>
</div>
<p class="PadderBetweenControlandBody"> </p>
<p>Firstly, you’re opening yourself and the company you work for to get a nasty lawsuit!</p>
<p>Secondly, no one is worth losing the respect of your team.</p>
<p>I’ve seen managers play favorites time and again, and always for the wrong reasons. I remember a person who was consistently number 1 in sales. But that was the only thing he was good at. The person treated everyone around him poorly. He never said hi to anyone, or thanked them when they helped him with his sales (and he got plenty of help when he needed it), nor did he give anyone credit for helping him when he should have done so. He got into shouting arguments with fellow employees in the workplace and employees complained about him, but management looked the other way because the employee in question was the number 1 sales associate. They didn’t want to lose their bread and butter, so to speak.</p>
<p>I agree one has to take care of their top seller, but what about the rest of the team?</p>
<p>Do they not deserve the same TLC?</p>
<p>Managements’ lack of concern prevents the team from ever reaching its full potential. By looking the other way and not working to build a fun and happy place at work, no one comes to work with a positive attitude. They don’t talk to each other, they don’t offer to help each other, they don’t go the extra mile because they see no point in doing so, and yes, customers note this.</p>
<p>The joke is on the managers when they wonder why sales are down, nothing is getting done, and people can’t be counted on.</p>
<p>It’s their (managers) own damned fault!!!</p>
<p>By not taking the disruptive employee aside and explaining how their behavior is unacceptable and working against the much-needed synergy every store needs, the business unit will fail. The employee who got away with the most was so miserable to work with that fellow associates basically came to work for nothing more than a check. It was a job until something better came along, and something always better comes along sooner or later. And when it does, managers are left to wonder why their turnover is so high.</p>
<p>It’s because you’re not doing your job!!! You’re playing favorites!!! You’re taking care of 1 or 2 people you like (sometimes because of sales results, sometimes because you sleep with them, etc.), and coddling them when you should be sitting them down and explaining how you, him, and everyone <i>need</i> to work together in order to be successful.</p>
<p>Ever see the Three Musketeers? Do you wonder what they mean by <i>all for one and one for all?</i> If you don’t get it, you deserve whatever failure comes your way. And you will fail! Maybe not today, but somewhere down the line. And you’ll fall hard too! And you’ll find those people you coddled and allowed to get away with tardiness, inappropriate behavior, failing to follow the process, etc., won’t give a damn. That’s right! They aren’t your friends. They see managers as suckers who let them get away with what they got away with because you were too weak to do your job and maintain harmony in the workplace.</p>
<p>In <i>‘Who’s Minding the Store’</i> Derrick comes across quite a few <i>prima donnas</i>, and I believe he handles them the way most employees would like their managers to handle them. For some insight you can find my novel available on Amazon.com and select bookstores.</p>
<p>Happy reading and happy selling!</p>
<p>David</p>Why Managers Should Answer Their Phonetag:www.authors.com,2012-09-20:3798404:BlogPost:1548732012-09-20T02:38:19.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>One would think for a manager to answer the phone is a basic task. In truth it’s as difficult as getting people to come to work on time. Being a manager myself I know why managers don’t want to perform this task.</p>
<p><i>They’re LAZY!!!</i></p>
<p>We’ve all seen managers check caller ID when their phone rings and if it’s the cashiers, return desk, or an outside customer call they let the call go right to voicemail, knowing full well they have no intention of checking the voicemail…</p>
<p>One would think for a manager to answer the phone is a basic task. In truth it’s as difficult as getting people to come to work on time. Being a manager myself I know why managers don’t want to perform this task.</p>
<p><i>They’re LAZY!!!</i></p>
<p>We’ve all seen managers check caller ID when their phone rings and if it’s the cashiers, return desk, or an outside customer call they let the call go right to voicemail, knowing full well they have no intention of checking the voicemail regardless how important the call may have been. Why would a manager be so lazy, you might ask? Again the answer is dumbfounding.</p>
<p>I’ve found managers in position for 5 or more years tend to think they’ve done their time and want to float the waves for the remaining years of their career. They became managers not so much to make a difference to people around them, but for money. Managers today don’t earn quite as much as managers of yesterday. Believe me, I know. And if they have friends and/or relatives in high company positions the managers who don’t answer their phones probably lack other skills too. Skills like inspiring employees, reaching out to customers, leading by example, training associates to be their best, or walking the walk instead of talking the walk (I actually hate that saying) are hard to find these days.</p>
<p>When I got promoted an employee in our phone room said to me, “David, I’m glad you got promoted. All I ask is one thing of you. Please answer your phone! I can’t get any of the other managers to answer calls.”</p>
<p>This was really a big deal for her because as the phone operator she took all incoming customer calls and when a customer asked to speak with a manager (there are usually one store manager and 5 assistant managers in most big-box retailers at any given time) it was important someone to be on-hand to take the call. “Sure,” I said. “You can count on me.”</p>
<p>I didn’t think it was that big a deal at the time. I already had a good enough reputation for someone who did answer the phone consistently. My proof was in my sales. I got one-third of my total sales just by answering the phone and speaking with someone who wanted to place a phone order. It amazed me how other sales associates didn’t figure this out. They too chose not to answer the phone because they didn’t want to get the call of a complaining customer. What they didn’t realize was they were passing up the opportunity to close sales like I was. And I didn’t keep this a secret. I actually told everyone how there’s money on the phone. But they didn’t believe me and that was their loss.</p>
<p>I did answer my phone consistently. If I didn’t pick up right away it was because I was on another call, had the day off, or out for lunch. But I checked my voicemail and returned calls. I even checked my emails and responded consistently. If I was on a call and my phone rang I would check caller ID. If the number was a cashier or someone at the returns desk I made sure to call the number immediately after my call was finished. Yes, this was all part of the job, but the big picture provided me with results beyond my wildest dreams.</p>
<p>I earned respect from employees and customers alike. That’s right! That little thing referred to as <i>respect</i> came my way for all my effort of simply answering the phone. Customers and employees had good things to say about me when the district manager, VP, or a client referral was made for me. They said I could be counted on. And the DM would check with employees in Town Hall Meetings and ask, “Which managers answer their phone?” My name was spoken highly of, and all because a phone operator asked me to be available when she called.</p>
<p>Like I mentioned, it wasn’t a big deal for me because I already knew the importance of answering phones as a salesman, so to do so as a manager was a no-brainer. It also gave me respect from many employees who wanted to work with me not only because I answered the phone, but they respected me as someone who they could count on. This is why managers need to answer their phone.</p>
<p>A simple thing like being available for employees and customers will earn you enough respect so when you need people to step up to the plate and give their best, they will gladly do so for <i>you</i> because you asked them to. If you’re there for them, they’ll be there when you need them. And as a manager you’re going to need your people more than they need you. When you have a big sales event you’re going to need everyone on hand ready to greet customers and close the sale. You need them to come to work on time and with the right attitude to help drive sales. You need them to complete daily tasks like signage, down-stocking product, receiving inventory, putting up displays, etc. This stuff will get done, but not as timely and efficiently if the employees don’t respect you.</p>
<p>Answering your phone is a way of showing your team when they need you (customers and associates alike) they can count on <i>you.</i> And you can do this not just by answering the phone. Greet your employees by their first name. Say, “Good morning, John!” Be the first one to greet them, too. Don’t walk by them silently and pass them without saying anything first because you think your title entitles you to be a snob. Managers are not better than employees. All too often people get the job of managers because of who they know versus talent and experience.</p>
<p>Bottom line: If a manager wants to be successful his employees and customers have to respect him or her. If a manager can’t do something as simple as answer the phone, the question will be asked, “How in hell did this person get to be a manager?” As a manager there are lots of things you can’t control. You can’t make employees come to work on time. You can’t always offer decent wages. You can’t satisfy every customer. But you can control your own actions. You can earn peoples’ respect, and answering your phone is one way of doing precisely that.</p>
<p>No, it isn’t any more complicated than that!</p>How Bad Do Customer Really Want Good Service Versus Price?tag:www.authors.com,2012-09-07:3798404:BlogPost:1534312012-09-07T02:26:11.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>A husband and wife visit my store stating, <i>“We hated the service across the street!”</i> (I’ll refrain from mentioning the name of the big-box retailer they referred to out of respect). <i>“The people there didn’t know anything about the products we want and behaved as though they weren’t interested in helping us.”</i></p>
<p>I introduced myself and asked if this was their first visit to my store. They said, <i>“Yes.”</i> After introducing myself I explained how we provided everything…</p>
<p>A husband and wife visit my store stating, <i>“We hated the service across the street!”</i> (I’ll refrain from mentioning the name of the big-box retailer they referred to out of respect). <i>“The people there didn’t know anything about the products we want and behaved as though they weren’t interested in helping us.”</i></p>
<p>I introduced myself and asked if this was their first visit to my store. They said, <i>“Yes.”</i> After introducing myself I explained how we provided everything they needed for home improvement needs. And we did, too! We carried appliances, plumbing, lighting, flooring, hardware, and even outdoor furniture. I explained how we’re price competitive, offer financing, free delivery, and offered installation services, too. I even explained how our installers and delivery personnel were drug-tested so customers had satisfaction knowing the people in their homes representing my company were people to be trusted. The couple appeared satisfied they came to the right place and we got down to business.</p>
<p>After asking questions about their project needs I determined they needed kitchen appliances, kitchen plumbing, lighting, and flooring material. They already hired a designer and installer, but what they needed right away were the appliances. <i>“I designer said we need to choose the appliances so she can begin work on the cabinets,”</i> the husband said. I agreed. Once the appliances have been selected the designer could begin work on their cabinets. I told the customer I would email the specifications to their designer once they made their selection and began showing them the brands we offered.</p>
<p>I started with the very best on the market. Not because I’m on commission, because I don’t work commission. I started with the best because the wife said she liked to cook and they had all the family parties and holiday get-togethers at their home. She wanted the best because they made up their mind this would be the last time they remodeled their kitchen before retiring. Their budget for appliances was $5,000, which wasn’t enough to buy the best, but I showed them mid-range appliances that were definitely reliable. I explained features and benefits, discussed differences between brands, enlightened them on the advantages of convection-oven cooking, talked over the service contracts and they selected a refrigerator, dishwasher, gas range, and over-the-range microwave that came to around $4,800.</p>
<p>Then the husband said, <i>“Before I commit myself I want to see if spending a bit more is worth it.”</i> So I went to what I considered to be the best product lines on the market. And they were beautiful pieces, too! The gas range had high-powered burners that dropped to low simmer on all burners, the refrigerator had the best humidity-temperature controls, the dishwasher had stainless interior made of 97% recycled stainless steel and was rated as among the quietest on the market. Even the microwave was convection, which is considered a plus compared to standard microwaves. After crunching some numbers and offering instant rebates (I actually saved the couple $500) the total came to $7,800. The couple talked it over and determined it was in their best interest to buy the higher-end line. The wife made a point to express gratitude for my knowledge and courtesy, reminding me again of how the competition across the street didn’t know anything about the products they sold. <i>“It sure is nice to meet someone who knows what they’re selling,”</i> she said. I felt good about myself upon hearing the compliment.</p>
<p>The husband began filling out our credit application for 12 Month No Interest Financing and was approved for $10,000 line of credit. Right when we started the sales transaction the husband turned to me and said, <i>“What’s the best price you can give me for the total order?”</i> I was caught a little off guard because I was sure I had already told him I took off the maximum discounts permitted. The customer googled something on his iPhone. <i>“Look,”</i> he started. <i>“I found the same gas range $500 less online.”</i></p>
<p>No kidding, I thought. I explained you could find everything and anything online for less, but brick-and-mortar businesses like me go the extra mile by explaining features, benefits, and services that online retailers don’t do. The husband rolled his eyes and acted as though I’d slapped him across the face. <i>“$500 is $500,”</i> he declared. I explained that for me to take further discounts would cut into our profits. Much as I wanted his business, it did us no good to give the stuff away. How do you suppose so many businesses are run out of business? It’s because they can’t keep up with online retailers.</p>
<p><i>“At least with me you have a name and face from the person selling you the products you’re investing for your home,”</i> I explained. <i>“If anything goes wrong or you’re unhappy at any time, give me a call and I’ll help you through it.”</i> But they were having none of it. Suddenly the benefit of professional service was not worth the $500 they could save by purchasing their pro gas range online. I offered free stainless steel cleaning products and install kits for their dishwashers, but the savings only came to $50. I crunched the numbers again and saw we only had room to offer $50 more before coming too close to cost.</p>
<p><i>“Forget it!”</i> the husband declared. <i>“I’ll buy the stuff online!”</i></p>
<p>Two weeks later I received a call from a customer wanting to know how soon I could get them a refrigerator, range, microwave and dishwasher. The model numbers looked familiar. After looking them up I said I had them in-stock and could have them delivered the next day if they made payment over the phone. The customer provided me their phone number and I looked up their information in our system. Guess who the customer was? It was the husband who chose to buy the appliances online. He said the online retailer lied to him about availability and that it would take up to 6 weeks before he could receive delivery. <i>“Can you match the online prices?”</i> he asked. I told him no, and again explained why. <i>“Can you give me the same prices as before?”</i> he asked.</p>
<p>At this point I had to wonder if offering him great service was worth it. Not that I was offended by him leaving two weeks prior. I don’t offend easily. You can’t afford to in this business. But after weighing options I explained, <i>“This isn’t exactly an apples-for-apples scenario, sir.”</i> He didn’t understand. <i>“You see, I have the stuff you need on-hand while my competitor doesn’t. That means his lower price isn’t exactly an advantage over me. I can provide you with the instant $500 rebates savings, but the free install kits and cleaning products are off the table.”</i> Now it was the customer pausing and breathing heavily on the phone. He wanted me to explain again and I told him it’s not exactly fair to expect me to match the lower price offered by a competitor who can’t provide the product they’re selling whereas I could. Not to sound obtuse, but I am in the business to make money (please don’t hate me for that. I have to earn a living).</p>
<p>The customer relented and bought the product from me and I still saved him $500. Just not the additional $500 he wanted from the online retailer. And he got the products the very next day! Now I know we all have to save a buck. I’m a customer too and in the same boat. But when you expect good service one should expect to pay more for it.</p>
<p>Or am I being obtuse?</p>What's 'Who's Minding the Store?' about....tag:www.authors.com,2012-09-05:3798404:BlogPost:1534702012-09-05T02:56:59.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>About ‘Who’s Minding the Store?’</p>
<p> </p>
<p>Derrick Payton thinks he’s going to be the new operations manager at <i>The Design, Your Choice for Home Improvement.</i> Upon arrival his first day the district manager, Judy, tells him, “Derrick, I’ve fired the manager and decided to give you the store. You’ve got 1 week to improve sales or else….”</p>
<p> </p>
<p>Stuck between a rock and a hard place, Derrick must learn how to motivate people who can’t come to work on time and watch his…</p>
<p>About ‘Who’s Minding the Store?’</p>
<p> </p>
<p>Derrick Payton thinks he’s going to be the new operations manager at <i>The Design, Your Choice for Home Improvement.</i> Upon arrival his first day the district manager, Judy, tells him, “Derrick, I’ve fired the manager and decided to give you the store. You’ve got 1 week to improve sales or else….”</p>
<p> </p>
<p>Stuck between a rock and a hard place, Derrick must learn how to motivate people who can’t come to work on time and watch his back against two conniving assistant managers who want his job. All the while he has to figure out a way to tell his wife his promotion didn’t come with a raise and should he fail, the company will close the store permanent.</p>
<p> </p>
<p>Look for more information about ‘Who’s Minding the Store?’ in the coming weeks. Remember, for full details you’ll have to put this book on your must-read list.</p>
<p> </p>
<p>‘Who’s Minding the Store?’ will be available in the Fall 2012 on Amazon and select book stores.</p>Write, Read, but Live!tag:www.authors.com,2012-09-05:3798404:BlogPost:1533822012-09-05T02:30:23.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p class="PadderBetweenControlandBody"> I hear a lot of writers say to be a good writer you have to write, read, write some more, and read some more, and then write a lot more, and read a lot more. This keeps the juices flowing, so to speak. Yes, I agree (in theory) with this, but in my lifelong ambition of becoming a published author I’ve learned a thing a two I want to share.</p>
<p>Writing is a writer’s joy. It’s our obsession (I know, I say this a lot!). It’s that other lover in our life we…</p>
<p class="PadderBetweenControlandBody"> I hear a lot of writers say to be a good writer you have to write, read, write some more, and read some more, and then write a lot more, and read a lot more. This keeps the juices flowing, so to speak. Yes, I agree (in theory) with this, but in my lifelong ambition of becoming a published author I’ve learned a thing a two I want to share.</p>
<p>Writing is a writer’s joy. It’s our obsession (I know, I say this a lot!). It’s that other lover in our life we always make time for. And that is at times our Achilles Heel. We are so obsessed with writing we forget the other important thing<strike> </strike> <i>to live</i>. Aside from writing we have things to do, too. We need to wash the car, fold clothes, go grocery shopping, walk the dog, spend time with the family, and do this without wishing we were sitting in front of our laptop writing. Easier said than done!</p>
<p>It’s important we learn to control our urge to write and remember to do the other things in life that matter. I can’t begin to tell you how many times I’m out for a walk, or spending time with family, enjoying a game, or hike, and despite being surrounded by things and people that would make anyone happy I find myself wishing I were home writing. Doing so completely takes the fun out of living and experiencing other things in life that are as important as our obsession to write.</p>
<p>I still don’t think I’ve mastered this separation of when to read, when to write, and when to live. I know I’ve come up with a routine that works for me, but also know when the routine can’t be followed because of life’s intrusions I have a helluva time keeping my self-control in check. The result being I miss out on family/friend gatherings despite being right there the whole time. The crazy part is after I’ve finished writing that single page or number of pages I feel I’ve earned the right to take a break and get out and <i>live</i> among the masses. This is when I enjoy taking that walk downtown and stopping for a burger and a beer at a local pub. I manage to walk among the living again, but only after earning that right by reading a few pages of the next <i>Steve Berry</i> novel or working on my next manuscript. Crazy, isn’t it?</p>
<p>Regardless of our obsession it’s important we learn when to get back to other important things. I wish I could give you the answer, but it’s probably different for each of us. That’s right. We all have to figure out the strategy that works for each of us. We need to take the dog for a walk, go grocery shopping, fold clothes, take the wife or husband, or girlfriend, or boyfriend out for a good time (not necessarily in this order). And we need to keep it together when life’s little intrusions keep us from following our routine.</p>
<p>Remember, some may agree with Stephen King’s <i>to write is human, to edit is divine.</i> I agree with him also how the pleasure of writing has given him stability in his home life. It has for me too, as well as driven me crazy when I can’t get a page in. I never suffer from writer’s block so much as the urge to write, but I know when I forget to live and enjoy the other things in life I go as crazy as not being able to write.</p>
<p>So remember, no matter how strong the urge is to write, paint, compose, or do whatever your obsession is (I hope it’s not pursuing an addiction to gamble or visit a tanning salon), don’t forget to enjoy the finer things in life. In short, don’t forget to live (Yes, I said it again). Now if you’ll excuse me, I came up with another idea for my book and have to get back to my notes.</p>
<p>….And then I’m off for a walk with the dog!</p>How to Make a Return on a Non-Refundable Producttag:www.authors.com,2012-08-12:3798404:BlogPost:1495992012-08-12T02:15:00.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p><b>How to Make a Return on a Non-Refundable Product</b></p>
<p> </p>
<p><i>Buyer’s Remorse</i> is a retail store’s nightmare. In fact, we downright hate it. But you really can’t blame us since we’re in the business of selling product, not loaning it for an unspecified amount of time. Still, customers returning product is something we have to deal with.</p>
<p> </p>
<p>We try and make it easy by posting our Return Policy all over the store at work stations and the front counter, but nobody…</p>
<p><b>How to Make a Return on a Non-Refundable Product</b></p>
<p> </p>
<p><i>Buyer’s Remorse</i> is a retail store’s nightmare. In fact, we downright hate it. But you really can’t blame us since we’re in the business of selling product, not loaning it for an unspecified amount of time. Still, customers returning product is something we have to deal with.</p>
<p> </p>
<p>We try and make it easy by posting our Return Policy all over the store at work stations and the front counter, but nobody reads them. I know. You see, I’m a customer, too, and I don’t read them either.</p>
<p> </p>
<p>Now just because we hate taking returns doesn’t mean we don’t empathize with customers. After all, people make mistakes. That’s you and me. Here’s why it’s in your best interest to own up to your mistake when trying to return something that’s non-cancelable and non-refundable.</p>
<p> </p>
<p>I had a husband and wife buying appliances for their new home and they were downright tickled from head to toe. They came in looking for medium-priced appliances with a $6,000 budget, and after explaining the differences of options they settled for a high-end kitchen package that came to $9,000. Sounds like a lot of money, but in the home improvement business you’d be surprised how easy it is to go from 6k to 9k. And we make it easy too, what with finance options available.</p>
<p> </p>
<p>But we don’t sell just to sell and I’m not on commission. The prices steadily rise after qualifying a customer’s needs and explaining the differences in products. Remember, today’s market is no different than yesterday’s market. Meaning, you get what you pay for.</p>
<p> </p>
<p>Anyway, the couple bought a 30” double-wall oven and was sure it would work. I even emailed their installer specifications. Since they were installing new cabinets it looked like a no-brainer. Then came the surprise!</p>
<p> </p>
<p>A month down the line the wife called saying she wanted to cancel the order. I asked why and she said she has a neighbor who said the appliances she chose were no good and had terrible reviews online. I asked how long she knew the neighbor and if she’d read the reviews herself. She said she’d only just met the neighbor when they moved in, which was three months earlier and no, she hadn’t read the reviews. She was taking the word of someone she barely knew.</p>
<p> </p>
<p>I get this all the time and it never ceases amazing me how people will listen so easily to strangers. I explained to the husband and wife that customer ratings and reviews do tend to skip a beat here and there. Some are based on price; others are based on a first-time experience of someone who expects everything to go right all of the time. I further explained how vendors manufacture thousands of products each year and a few are bound to have a quirk here and there. But that’s no problem seeing how the vendor has a 1 year manufacturer’s warranty and our store offered extended warranties for same coverage that adds another 4 years. I further explained as manager I don’t get many issues and when I do we work it out.</p>
<p> </p>
<p>Usually this works and I am sincere. After all, I do have a reputation in a career affording my family and me a good life. The last thing I want is issue after issue that keeps me from selling; instead taking a bunch of returns I can’t get credit for in most cases. After explaining to the customer they had not only my assurance, but the vendor’s they were adamant and demanded to cancel their order.</p>
<p> </p>
<p>The tricky part here is the items were special ordered and could not be cancelled. I heard the wife crying on the other end of the phone and it got to the point she had to hang up. I called back leaving a message to call me when she felt up to it.</p>
<p> </p>
<p>The next morning the husband came to the store to speak with me. Now before you let your imagination run wild hear me out. The guy walked in happy to see me and apologetic over his wife’s lack of control of emotions. So far as he was concerned he wanted to keep the appliances. He liked them and agreed they should not take advice of strangers living next door and on the web. But his wife was unhappy and like all wise husbands he knew if he wanted to be happy he needed to keep her happy.</p>
<p> </p>
<p>Now from this point you’re going to learn how to cancel an order, make a return and get a full refund. You see, it’s all about how you talk and empathize. This customer bought what they wanted. Yes, it was what they wanted. I didn’t twist their arm and demand their money. I listened to their needs, made recommendations, and they chose to go with the higher-end products. Special order products that were non-cancelable once ordered.</p>
<p> </p>
<p>The husband knew this and said it was not our fault they were now indecisive. He simply didn’t want his wife to be unhappy in their new home and wanted to cancel the order and choose the original items they wanted. Being married myself I know the importance of keeping the wife happy, especially when it comes to the kitchen. My wife <i>loves and lives</i> to cook!</p>
<p> </p>
<p>Their decision to cancel is not uncommon. This happens all too often. Again, <i>Buyer’s Remorse</i> striking back. Any business has the right to refuse to cancel an order and/or impose a restocking fee up to 15%. What this customer did is text-book into getting a refund.</p>
<p> </p>
<p>He was nice! That’s right! He was NICE! He didn’t accuse me of up-selling. On the contrary, he was grateful and appreciated my advice. He apologized for his wife’s crying and indecision and knew this was putting us out. He was even willing to pay the restock fee. He was so nice I felt like a heel charging him the restock fee.</p>
<p> </p>
<p>His attitude was so good I not only agreed to cancel his order, but I did NOT charge him a restock fee. I said, “Other people would’ve accused us and accosted us of selling what they didn’t need.” Listening to him was like a breath of fresh air on a hot day. So much so that I happily canceled and refunded the order.</p>
<p>The customer was so grateful he said he would definitely come back with his wife next week to reselect the appliances. I thanked him and watched him go on his merry way, feeling like a gained a customer for life.</p>
<p> </p>
<p>That’s how you get a refund or cancel an order if you want no hassle. Be nice. How simple is that. The whole week I felt like I was on top of my game.</p>
<p> </p>
<p>Here’s the catch on my side. When I called the customer the following week to see when they’d like to visit my store I got no return call for the next 3 days. After another week passed I tried again. No return call. A full month passed before the husband returned my call and said he’d purchased his appliances from a competitor.</p>
<p> </p>
<p>Right about then I recalled the saying, ‘Nice guys finish last.’</p>Reviews for THE SANDMAN.tag:www.authors.com,2012-07-29:3798404:BlogPost:1468712012-07-29T02:31:43.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p><a href="http://www.amazon.com/Sandman-David-Lucero/dp/1438937946" target="_blank">http://www.amazon.com/Sandman-David-Lucero/dp/1438937946</a></p>
<p> </p>
<p>My upcoming novel 'Who's Minding the Store?' is due for release this fall. Until then I'd like you to have a look at <strong><em>THE SANDMAN</em></strong>. This was my first published novel that placed 1st Runner-up in the Military Writer's of America's book awards. I'm particularly proud of this book and it's story is still relevant…</p>
<p><a href="http://www.amazon.com/Sandman-David-Lucero/dp/1438937946" target="_blank">http://www.amazon.com/Sandman-David-Lucero/dp/1438937946</a></p>
<p> </p>
<p>My upcoming novel 'Who's Minding the Store?' is due for release this fall. Until then I'd like you to have a look at <strong><em>THE SANDMAN</em></strong>. This was my first published novel that placed 1st Runner-up in the Military Writer's of America's book awards. I'm particularly proud of this book and it's story is still relevant in today's times. It's available in hard and soft cover, as well as eKindle.</p>
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<p>Enjoy!</p>3 Good Reasons to Read 'Who's Minding the Store?'tag:www.authors.com,2012-07-28:3798404:BlogPost:1466292012-07-28T02:54:08.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p><strong>No mental gymnastics here. Simply put, a very well developed story.</strong></p>
<p><strong>Lucero has obviously made full use of the ever changing, day to day experiences in “his store”. The events described beg the question ...</strong> <em><b>“I</b></em></p>
<p><em><b>s the customer always right?”</b></em></p>
<p><strong>His cast of characters will amaze you. Some come to life right before your eyes ... not without the savory seasoning of a fine writer.</strong></p>
<p><strong>A…</strong></p>
<p><strong>No mental gymnastics here. Simply put, a very well developed story.</strong></p>
<p><strong>Lucero has obviously made full use of the ever changing, day to day experiences in “his store”. The events described beg the question ...</strong> <em><b>“I</b></em></p>
<p><em><b>s the customer always right?”</b></em></p>
<p><strong>His cast of characters will amaze you. Some come to life right before your eyes ... not without the savory seasoning of a fine writer.</strong></p>
<p><strong>A dry wit without match. Plenty of surprises keep the pages turning.</strong></p>
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<p><strong>David is quite the storyteller and with this book — a real author as well.</strong></p>
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<p><strong>L. Curt Erler ~ Author of</strong> <em><b>“Southside Kid”</b></em></p>
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<p>"Who is Minding The Store" by David Lucero captures with uncanny realness the very familiar politics people deal with at this Home improvement store. Everybody has had these situations, well describe in this book, during their life time. The characters are real, I've met them all at one time in my life. The Hilarious and sometimes sarcastic thoughts behind each polite conversation is something we all do on a daily basis. Mr. Lucero captures those thoughts with cunning witt and smile making humor. This book taught me managing tactics I never knew about in a round about way. This is a feel good story for everyone because everyone has been in these situations at one time in their Life. This book is well written and flows for an easy read. You will cheer for the main character and feel contempt for others. I highly recommend this book.</p>
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<p>Matt Schott</p>
<p>Author of the Award Winning Sci-Fi novel, "Lord Skyler and The Earth Defense Force"</p>
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<p>David Lucero, who knows because he’s been there, has penned an amusing and insightful look inside the retail industry with all its mysteries, intrigues and foibles. His young store manager must deal with cranky know-it-all customers, shoplifters, lazy employees, backstabbers, and dubious corporate strategies, all the while trying to keep his sanity and be a good husband and father. There’s nary a dull moment in <i>Who’s Minding the Store?</i></p>
<p> —Roger L. Conlee, author of <i>Souls on the Wind</i> and <i>The Hindenburg Letter.</i> </p>The Fun in Writingtag:www.authors.com,2012-01-16:3798404:BlogPost:1191412012-01-16T23:17:33.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>It's a relief to complete a manuscript, especially one you've worked on for 2 years and 3 months. Since I've been writing I learned you have to write, and rewrite, and re-rewrite your manuscript to check for typos, book flow, and to make your work better.</p>
<p>As a writer I share a common feeling of satisfaction when I've completed a manuscript for editing. But that doesn't mean the work stops there. There are manuscript changes to accept or delete, book covers to work on, marketing your…</p>
<p>It's a relief to complete a manuscript, especially one you've worked on for 2 years and 3 months. Since I've been writing I learned you have to write, and rewrite, and re-rewrite your manuscript to check for typos, book flow, and to make your work better.</p>
<p>As a writer I share a common feeling of satisfaction when I've completed a manuscript for editing. But that doesn't mean the work stops there. There are manuscript changes to accept or delete, book covers to work on, marketing your novel.</p>
<p>It seems like yesterday when THE SANDMAN was released as the feeling of accomplishment in writing returns. And what a change of pace this next book will be!</p>
<p>Writers naturally want our books to be read. Speaking for myself, I've been an admirer of artists my whole life. Artists are painters, musicians, speakers, teachers, singers, etc. My contribution to the world of art is writing books. I cannot play the fiddle, but I can work a laptop keyboard pretty good....Or so I'm told.</p>
<p>I chose a comedy/drama about life in a home improvement retail store for a number of reasons, but the main was to reach out to readers of all genre. If everyone on the planet has one thing in common, it's that we all at one time in our life worked in a retail job. I figure anyone visiting a bookstore or online retailer will be able to relate to my novel, which is why I chose to write this type---A first type for me.</p>
<p>My other manuscripts are action novels because those are the type I love to read. Many writers write what they like to read, so this has been a challenge, but fun type of challenge. The research wasn't so hard because I've been in retail home improvement for 20-plus years. I even managed to be blessed with a promotion to store manager of Pacific Sales in Chula Vista, CA. Considering I've been working for that opportunity for 20-plus years I feel that, too, falls under an accomplishment.</p>
<p>In all I've done, writing has given me more satisfaction than anything I've worked on. I'm not referring to marriage, being a father, or serving my country, all of which have provided me with self-worth in ways no words can describe (no pun intended).</p>
<p>In a way, writing has allowed me to contribute to that world of art I mentioned that one time seemed so distant, even unattainable at times. But like many of you, I too persevered and have accomplished a lifelong dream of being a published author.</p>
<p>....And now I'm another step closer to realizing that dream again as my manuscript for my next novel is under bid for editing.</p>
<p>....And that is the Fun in Writing!</p>Writing Styles for a comedy noveltag:www.authors.com,2010-04-29:3798404:BlogPost:75692010-04-29T03:44:54.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
<p>As I pass the mid-point of my comedy novel about retail I am working on a style very new to me. One, I have never written comedy before, but the ideas are flowing and my critic(s) tells me it sounds good. However, I am writing in a style that is almost narrative.</p>
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<p>Example:</p>
<p></p>
<p><em>I woke up the next morning with an aching headache and immediately wished I hadn't gone out partying the night before. I couldn't think straight let alone stand up on my own two feet. As I…</em></p>
<p>As I pass the mid-point of my comedy novel about retail I am working on a style very new to me. One, I have never written comedy before, but the ideas are flowing and my critic(s) tells me it sounds good. However, I am writing in a style that is almost narrative.</p>
<p></p>
<p>Example:</p>
<p></p>
<p><em>I woke up the next morning with an aching headache and immediately wished I hadn't gone out partying the night before. I couldn't think straight let alone stand up on my own two feet. As I stumbled toward the bathroom my wife called out to me from downstairs and her words pounded in my skull as though someone was beating me over the head with a hammer.</em></p>
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<p>Normally my style would be more like:</p>
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<p><em>When Derek woke up the next morning he slowly rose to a sitting position and held his head in his hands. He had a terrible headache and knew then and there he shouldn't have gone out partying the night before. As he stumbled out of bed he struggled on his feet, slowly making his way to the bathroom. When his wife called out to him from downstairs her words pounded in his skull as though someone was beating him over the head with a hammer.</em></p>
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<p>I'm open to suggestions. The novels I researched wrote in the above narrative style and it seemed to work. I'm still not sold on the idea. What do you think?</p>
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<p>David</p>
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<p><a href="http://www.DavidLuceroSandman.com">www.DavidLuceroSandman.com</a></p>
<p></p>The readers of G.R.E.A.T.tag:www.authors.com,2010-01-18:3798404:BlogPost:45342010-01-18T03:35:31.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
On Wednesday I had a wonderful discussion with the book club G.R.E.A.T. (Girls Reading Everything & Anything Together). I was invited by Tracey Smith after she read my novel THE SANDMAN. I have never met Tracey in person, but had to contact her every 3 years as I renewed my PHCC Certification with the state of California. When she learned I had a book published she ordered a copy on Borders.com and presented it to her group.<br />
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It was with great pleasure to learn the group was happy with…
On Wednesday I had a wonderful discussion with the book club G.R.E.A.T. (Girls Reading Everything & Anything Together). I was invited by Tracey Smith after she read my novel THE SANDMAN. I have never met Tracey in person, but had to contact her every 3 years as I renewed my PHCC Certification with the state of California. When she learned I had a book published she ordered a copy on Borders.com and presented it to her group.<br />
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It was with great pleasure to learn the group was happy with their decision to read my novel, and even greater pleasure to discuss my passion for writing. One of the group members even added a review on Amazon.com, and that was very considerate and appreciated. As I work on my 2nd novel I realize the fictional story of THE SANDMAN is relevant to today's news, so I still make a point to promote my book. As I took note to wonder when I should stop promoting THE SANDMAN I realized it was wrong to even consider that notion. Many of my favorite books I read are long out of print, but still enjoyable. Speaking with the ladies of G.R.E.A.T. made me realize this as I reach the 1st anniversary of THE SANDMAN's publication next month. They were encouraging me to come out with the sequel now! My sequel will come soon enough, but as I explained to them my marketing strategy they understood and applauded my decision.<br />
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So my advice to all of you is when your book is published don't stop promoting it even long after its publication. Books are timeless and will be around long after the writers have left us. I was informed by a friend that I had immortalized myself by publishing my book, and didn't quite understand what she meant at the time. But now I know that like many artists before us our books will continue to be available for people to enjoy. And that makes the work I do today all the more special to know it will be there tomorrow.<br />
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Talk with you soon!<br />
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David<br />
<a href="http://www.DavidLuceroSandman.com">www.DavidLuceroSandman.com</a>Merry Christmas!tag:www.authors.com,2009-12-22:3798404:BlogPost:38752009-12-22T23:54:49.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
I hope all of you are spending this holiday season with family and friends.<br />
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We all have a lot to be thankful for and no one should spend it alone. Be sure to make the most of this Christmas Holiday cheer because we only celebrate this one day out of the year. But that doesn't mean we can't sport this spirit throughout the rest of the year. I personally have had life-changing events take place that leave me wondering what I did that was so right to be blessed with such good fortune. I am…
I hope all of you are spending this holiday season with family and friends.<br />
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We all have a lot to be thankful for and no one should spend it alone. Be sure to make the most of this Christmas Holiday cheer because we only celebrate this one day out of the year. But that doesn't mean we can't sport this spirit throughout the rest of the year. I personally have had life-changing events take place that leave me wondering what I did that was so right to be blessed with such good fortune. I am thankful to appreciate my wife and son. They are my anchor.<br />
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Next year my 2nd novel will be ready for publication. Until then, Merry Christmas and have a safe & Happy New Year!<br />
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David Lucero<br />
<a href="http://www.DavidLuceroSandman.com">www.DavidLuceroSandman.com</a>Authors at Largetag:www.authors.com,2009-12-20:3798404:BlogPost:38422009-12-20T23:27:09.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
Anyone who writes will most likely tell you taking on the challenge of writing a novel can be more frustrating than you might think at first. In fact, you might be able to get through 1-1/2, maybe 2 chapters before you realize the extent of research, editing, more research, more editing you have to do before your 1st manuscript is completed. That's where the fun really begins because after you read your first copy in manuscript form you realize you have even more changes required before you get…
Anyone who writes will most likely tell you taking on the challenge of writing a novel can be more frustrating than you might think at first. In fact, you might be able to get through 1-1/2, maybe 2 chapters before you realize the extent of research, editing, more research, more editing you have to do before your 1st manuscript is completed. That's where the fun really begins because after you read your first copy in manuscript form you realize you have even more changes required before you get your book published.<br />
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But there's something very rewarding about that first manuscript. It's like being able to say, "I finished what I started." When you send in your manuscripts and queries to agents and publishers you're most likely to be rejected because most publishers and agents are looking to take on established-name-authors rather than up-and-coming authors. For awhile we have the satisfaction of knowing that at least we're trying, but pretty soon that frustrated feeling overwhelms us as we enter a bookstore and wonder why our books aren't on those shelves and websites for readers to peruse and hopefully purchase.<br />
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I don't think anyone who writes ever gives up their plight to getting published no matter what the obstacles. In fact, giving up is worse than not writing at all for those longing to be published. But once we're published that's where the real work begins. You have to market yourself, get your name known, find a reason for people to buy and read your book. You'll find that many readers already have favorite authors and are not looking to expand their list of to-read books. But every now and then you come across someone who doesn't actually look for your type of book, but is compelled to buy a copy and read it. When they do they reach out to you and say something like, "I don't normally buy books like yours, but I liked your title and gave it a try. I thought it was good!" That feels very special to know someone made the time to read your book. It somehow makes a bit more difference if they don't know you from Adam because then you can say to yourself, 'They bought my book because they thought it would be good, and not because they know me.'<br />
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In the end we're happy with all the readers who make the time to buy and read our books because reaching out to any and everyone is part of the business. And make no mistake, writing is a business! If you don't know that you'll have a hard time selling. So keep on writing, keep on listening, keep on learning new techniques and markets and be sure to pass this on to others. The network you make now will help you in the long run.<br />
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This is just a word of advice from an author at large.<br />
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David Lucero<br />
<a href="http://www.DavidLuceroSandman.com">www.DavidLuceroSandman.com</a>Supporting Independent Bookstores, an Important Member of Our Communitytag:www.authors.com,2009-11-01:3798404:BlogPost:21452009-11-01T17:21:37.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
When my book THE SANDMAN was released in Feb 2009 I was very excited. I learned my novel would be available in all the popular websites, but was eager to see my book on display in stores. Like many new authors I first went to the big-box bookstores (Borders, BarnesandNoble, Bookstar) and figured this would be no problem since my book was available for purchase on their websites. Boy was I wrong. Corporate America has made it difficult for new authors who don't have a recognizable name. But when…
When my book THE SANDMAN was released in Feb 2009 I was very excited. I learned my novel would be available in all the popular websites, but was eager to see my book on display in stores. Like many new authors I first went to the big-box bookstores (Borders, BarnesandNoble, Bookstar) and figured this would be no problem since my book was available for purchase on their websites. Boy was I wrong. Corporate America has made it difficult for new authors who don't have a recognizable name. But when I first went into the smaller, independent bookstores I was received with welcome arms.<br />
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Mysterious Galaxy Books, the premier bookstore in San Diego immediately scheduled a book launch for me after my initial contact with them, and on April 18 I had the privilege of displaying my novel to family, friends, and readers. I was ecstatic. Then I approached Bay Books in Coronado, Baja Books in Terminal One at Lindbergh Field Airport, The Book Works in Del Mar, the Upstart Crow Bookstore and Cafe, and lastly, Warwick's Bookstore (San Diego's oldest bookstore).<br />
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I have come to learn that these businesses make it possible for authors to see their novels on display and I believe there is a need to support these local businesses not only for our books to be displayed, but to support the employees and business owners who make their living doing what they love to do. Independent bookstores have a down-to-earth feel, with people smiling, talking, and relaxing. As we approach the holidays people will feel the desire to go to the dinosaur malls for the great discounts that will be advertised. It's important for communities to know that independent bookstores and other businesses do not necessarily have the dollars for advertising to the extent corporate companies do and we should remind one another to stop by these members of our community and buy a book, a postcard, magazine, cup of coffee, anything to demonstrate our support and appreciation for what they do.<br />
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Keep on reading!<br />
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David LuceroPolitical Thriller Captures the Dangers of a Nuclear Irantag:www.authors.com,2009-10-18:3798404:BlogPost:16762009-10-18T02:30:33.000ZDavid Lucerohttp://www.authors.com/profile/DavidLucero
I was inspired to write my novel about a saboteur on a mission to destroy the nuclear reactor in Iran when I learned of Iran's nuclear program in 1994. I have wanted to be a writer since I was 14 years old (visit my website www.DavidLuceroSandman.com for my author bio) and was looking for an idea of an action/adventure story when I read an article in the newspaper how Russia was assisting Iran build a nuclear reactor for $700.<br />
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After the fall of the Soviet Union the new Russian Government was…
I was inspired to write my novel about a saboteur on a mission to destroy the nuclear reactor in Iran when I learned of Iran's nuclear program in 1994. I have wanted to be a writer since I was 14 years old (visit my website www.DavidLuceroSandman.com for my author bio) and was looking for an idea of an action/adventure story when I read an article in the newspaper how Russia was assisting Iran build a nuclear reactor for $700.<br />
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After the fall of the Soviet Union the new Russian Government was cash-strapped and agreed to help Iran complete their nuclear reactor that was scrapped in 1977. Naturally the U.S. vehemently opposed this deal, but the work to complete the reactor continued.<br />
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I did my research and completed my first manuscript in under 1 year, but could not get find a publisher. I continued to edit and work on my book and other stories throughout the years and in 2008 when I learned the Iranian reactor was completed decided now was the time to get my book out for readers to enjoy.<br />
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My book launch was on April 18, 2009 at Mysterious Galaxy Books, the premier independent bookstore in San Diego and I am forever grateful to family, friends, and readers who attended my book launch and helped me reach the local best-seller list for that month. I have since attended book festivals and signings and continue to promote my book as the subject is hotly debated in world politics to this day. Although my book is fiction, readers cannot help wonder how real my story may become as events develop in the Middle East.<br />
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Visit my website www.DavidLuceroSandman.com for a book preview and also visit http://www.amazon.com/Sandman-David-Lucero/dp/1438937946 where you can read sample chapters and reader reviews.<br />
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I invite readers to tell me your thoughts of how the West should deal with a nuclear Iran. Feel free to contact me on Facebook, Twitter, or by email at dlucero3@cox.net<br />
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Keep on reading!<br />
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David