There are not a lot of promotions for mattresses and home furnishings on Valentine’s Day, writes our US correspondent Gordon Hecht, but as you prepare for the next selling season, take some time to listen to those old love songs – as there may be a hidden message that will make you fall in love with sales and profit all over again …
I Want to Hold Your Hand
It’s hard to beat Lennon and McCartney when it comes to 60s love songs. And if you want to be successful in our business, there is some hand holding that you must do.
I’ll tell you something I think you’ll understand – never assume that your sales team has a full grasp of what you expect of them. Chances are they may not understand how to work your current promotion on the sales floor (like the step up, the step down, and financing to build tickets).
Your team also needs hold your shopper’s hand. Ask the right questions and then take them by the hand to the products and solutions that will work for them.
Yesterday Once More
Recorded by The Carpenters in the mid-1970s, this song tells the story of remembering better times. Things seemed much easier 20 or 30 years ago. You may find yourself wishing for those halcyon retail days.
In reality, retail was never simple. Thirty years ago, you may have managed inventory on a Cardex system. Many retailers mailed orders to factories, and the fancy dealers faxed them in. Your delivery drivers carried a roll of quarters in case they needed to call you from a phone booth. They found home addresses via a paper map.
Advertising meant paying the Yellow Pages big bucks and hollering at your newspaper rep because they placed your ad next to the obits. When I was young I’d listen to the radio and change the stations on every commercial.
Times are tough these days. But I’d never go back to the past.
I Want You Back
Most of NSYNC’s love ballads came out in this century, but this tune was a big hit in Europe before landing in the US in 1998. Justin Timberlake rocks on about a love he let go and now wants back.
We love closing the sale the first time. However, the shopper in front of you may only be part of a decision-making duo. When you can’t close the deal the first time, you need to make sure you get that prized be-back. Before you settle for the promise of a return visit, remember, “Promises never last forever”.
Let your shopper know that retail is an ever-changing world. We get in new merchandise. Then there are markdowns on old stock. Finance terms and inventory changes often. Let her know that you can send updates via text, and she’ll be the first to know any changes.
Just ask for her cellphone number. You remember how to do that!
Bubbly
Moving forward to the 21st Century, Cobie Caillat’s hit from a decade and half ago can get your swaying to a tune about a young woman who is enthralled and tingly about her new love.
This year is all about innovative programmes, new merchandise offerings, new shoppers, and new beginnings. We’ll all be a bit tingly when these items arrive and are ready to show to shoppers. Our goal should be transferring that tingly feeling to our shoppers, so they are outright giddy (and giddy-up to buy). The next goal is to keep our store teams tingly about their new love throughout the year.
Can I count you in?
Levitating
2020 was a big year for Dua Lipa, with this buoyant tune with a beat that reminds me of my disco days. She rocks us with this melody of brand-new love. The kind where your heart skips a beat and sends your head up to the sky. You know the feeling.
Selling is metaphorically like a first date. Bring that euphoric sensation into the start of every sales presentation. You want to know everything about that new shopper. What makes them happy. And the things that make them sad. You want that special connection. And you treat them like the most special person in the world.
Shoppers love to buy from people they know, like, and trust. If you’re feeling like you need a little bit of company, you met them at the perfect time.
It's probably too late to head out for that perfect Valentine’s Day gift. And, if you were looking for roses, sorry. I grabbed the last bunch.
Gordon can be reached at [email protected]
