Darryl Rosen

The 12 Days of October (Days 7-12)

Day 7: Take some time for house cleaning. Organize your bag, briefcase, car, desk and office now.  When the manure hits the fan, you won’t have time for organizing.  Spending time now, will free up more time for customer-focused activities when the time is right.

Day 8: Ask your customer, now, how you can be of service this holiday?  It’s a question better asked sooner rather than later – and certainly not during the heat of the battle.  Back in the day, many salespeople seemed to hang the gone fishing sign during the holidays.  We saw some salespeople, but not many.  It was so puzzling and built a ton of resentment.  Such a concentrated time to help customers (and win over consumers), but so few took advantage. 

Day 9: Identify additional signage and display opportunities.  Start pulling together information, now, while you have some time.  There is a premium on floor space during the holidays.  All the gift packs and holiday items take up valuable space. 

It’s such an extraordinary time with more eyeballs on your products – due to the increase in traffic. Even traditionally slower businesses are busy come the 4^th quarter.  Busier businesses are darn near insane.  That’s why planning, and scheduling in advance, is so imperative.

Day 10: Study the trends.  Where is the opportunity?  What are the hot brands this year? Which accounts are expecting big holidays?  Where has there been positive volume this year? What is your gut feeling about key accounts this holiday?  You know what they say – the trend is your friend!

Day 11: Ask for the sale – now and later!  Resist the urge to pre-judge your customers.   Whatever you do, don’t say no for them.  Let them make their own decisions, but at the same time, give them reasons to invest in your portfolio.

Day 12: Start planning how you’re going to wish your customers a Happy Thanksgiving.  Send a few cards; make a few phone calls.  Drop by a few accounts. Whatever you do – do not send a blanket (one-size-fits-all) mass email wishing everybody on the face of the earth a happy holiday. That’s shallow and hollow - in this retailer’s view.  Take a few extra moments to do something special.  You’ll be happy you did – and your sentiments will stand out. Your customers will remember.

Happy planning!