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Writing
Sonnets: Can't Spell Cat... When Will Retail Executives Get the
Basics Right? |
By: Warren
Evans, CSP
800-364-3205
email: seg@wevans.com |
A great line from one of our folks:
"The biggest thing holding down inflation is that nobody
can get anybody to wait on them."
I'm a typically frustrated shopper. And for 20 years I've watched
exec teams ignore (or even gut) the simple basics of their business,
convinced that "it must be more complicated than that".
If it doesn't cost a fortune and take 4 MBA's to explain, it
can't be important. (Think about your business).
Gazillion dollar ad campaigns, forests of flyers, a kings ransom
installing marble, brass, and cherry-wood. The only things missing
are sales people who know anything, any body at all to take the
money . . . and customers.
Before Christmas a glossy fashion catalogue arrives. My good
wife considerately puts post-it notes with sizes beside 3 items.
The 800 number advises all 3 are out of stock, but "maybe
the stores have them". I dutifully cut out the 3 pictures
(with post-its), and march off to the Big Mall - it's 11 a.m..
Five feet inside the store the nice lady says "Can I help
you?"
I started out in retail. I know I am now every sales person's
dream customer. I show her my pictures. She says "Two of
those are permanently discontinued, the other is out of stock
across the chain." I wait for "Let me show you some
alternatives (from my entire store
full)". I get "Sorry
we couldn't help you today."
Who explained the job of Sales person to her? How is she paid?
I go across the hall, get "let me show you options"
and some good advice. As Visa foolishly authorizes another $500
of debt, I ask how the season is going. I'm told that while lots
of folks are crying about hordes of lookers but no buyers, their
store is doing record business. Golly.
Every retailer reading this is now thinking "He doesn't
understand . . . kids today . . . can't get good help."
A week later I'm in another mall. Outside the entrance to A Big
Department Store (my favorite
travesty of mismanagement - you
pick your nominee), a 20 year old is working a kiosk of unique
stocking stuffers. I mean working it. She's talking to everybody
going by, demonstrating the merchandise, hustling, making stuff
happen. My heart warms.
I pick an item and pull out 20 bucks. Pointing to her Special
Contract Vendor badge, she explains that she'll write a bill
which I need to pay for in The Big Store. I'm in a hurry - how
about I give her $25 and she can do paperwork later, keep the
change? They don't allow that.
The first two cash desks I find Inside are closed. The third
has one harried soul getting mobbed. When I regretfully report
back to my young entrepreneur, she fights back tears of frustration.
This happens a lot. She apologizes. My heart goes out to her.
And my blood pressure goes up. I could burst into the "downsizing-strategy-and-
new-media-campaign" meeting and grab somebody by their Hugo
Boss lapels and shake them silly.
Every business has basics where the business happens, and without
which you're toast. In retailing it's have stock; teach your
people; and make it easy for people to give you money.
Well I feel better. And I'm reminded to re-examine the basics
of my business in between "strategy breakthroughs".
How are you doing?
Warren Evans is a prominent
Canadian consultant and trainer based in Mississauga, Ontario.
A popular and dynamic speaker, he's addressed audiences across
Canada, the U.S. and in the Caribbean and Europe .
He is one of
North America's leading authorities in the field of Service Management.
Warren can be reached at (905) 858-000.
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(c) Canlink Interactive Technologies and Words of Mouth.
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