You have worked hard for the past 12 months. You have made your calls, gone on appointments, and worked to understand your client’s needs. You have followed up, gotten the order, done the paper work and gotten the project or merchandise delivered. You have made your year and it is time for a break. While you are not on vacation officially, your mind has officially left the building. It is Party Time!
Now, fast forward to February for all people that just stopped at Party Time. You are scrambling because there is nothing in the pipeline. While your mind left the building, the obligations you have to yourself, your paycheck, and the company certainly have not. While you were relaxing and patting yourself on the back, nothing got done to fill the pipeline. The retailers did not take your calls in January because they were busy trying to figure out what happened in the fourth quarter. What little time they have to take a breath they are using to meet with the very few people that know the quiet dark secret of retail. All of the central unit people have now done all they can do for Christmas. All the ads have been placed, mark downs on under sold items have been taken, and shipments have been made. They are just watching the scores as they come in. With the weather patterns that are moving across the US they may be working on a strategy for winter clothing that is going to be over stocked. But, essentially there are very few meeting that are taking place. And, they are much more likely to answer their phone right now.
So, if you want to have a great first quarter, you have to take the next two weeks and be on the phone. Because the next two weeks will separate the winners of 2016 from the losers, it is just that simple.
Retail executives are in their offices this week because they don’t want to get in the way of sales in the stores but they want to keep an eye on the business. While they may have meetings planned, they won’t have any time allocated to the stores because, again, they don’t want to be in the way. They will answer their phone because no one else is making the effort to call them.
So, pick up the phone and get ahead of your competitors and ask for the appointment. And if you cannot get the appointment you are looking for , call us.
Rich Hollander is a retail expert with over 40 years in the industry.