The tall, handsome man strode in to the room, there was a sudden hush…
“Who may you be ?”
“Daunt, James Daunt…”
What James Bond is to spies, James Daunt is to books. Or rather Bond eliminates nasty spies, but Daunt creates an atmosphere for Good Books to survive.
James Daunt, has been a subject of a previous post (https://thepartyblog.org/2019/01/20/undaunted-by-the-big-beast/). Therefore, in short, previously working as a banker for JP Morgan , he opened his first book shop in London in 2012. It grew to a chain of six, which he sold and then was head hunted by the struggling Waterstones,succeeding in turning it around against all odds. Then in 2019 he was asked to go to New York to be CEO of Barnes & Noble, the giant but failing US book retailer Barnes & Noble (now owned by Waterstones).
Now, of course what Agent Daunt does, like all good secret agents, is slaughter a shed load of jobs at Barnes & Noble’s head office. But it is the area in which he does the majority of his nasty work , that is of interest , and that is ‘buying’. Within Waterstones he acted in a similar way. He understands that central buying just does not sit well with the book buying public. Not that they (the book buying public) know anything about central buying. What they do know and like is what is on the shelves. That is the result of the buying returning to the local branches .
What Agent Daunt understands that those with their noses closest to the ground have a lot more idea as to what their customers want. The good people of Southampton have very different reading wants and needs to those in Leeds . That is not to say that the residents of one city are anymore well read than the other. It is just a reflection of regional tastes and interests . Or rather in the case of Barnes & Noble it is the difference between Chicago and Atlanta . The ‘buying’ noses of head office are a long way from the ground.
Once again we return to understanding and responding to your customer base and the wide variations that can exist even within small geographical areas. I keep returning to the ‘future of retailing’ it has to adapt to survive. Simply speaking it is about knowing what your customer wants and making sure you have it. The days are long gone, if they really existed, that one size, or even just the popular sizes fits all.
All major retailers have trend analysts, futurologists, sophisticated data forecasting, AI systems and in some cases experienced and seasoned buyers but that is not enough . They may not be able to have a James Daunt approach. That said if it is about survival and perhaps increased profitability then maybe they would . A best seller novel may bring the punters through the door, but I suspect the margins are very thin , especially with the Amazon behemoth breathing down your neck , and you can’t rely on them as a business model.
M did not rely upon just one agent . M has agents all over the place to generate as much information as possible. What is happening in Moscow is not what is happening in Milan. Bit like Southampton and Leeds. M, with that on the ground intelligence can act in a more targeted manner. So should retailers.
Now to a far more important matter. The image below is seemingly completely irrelevant. Not at all. This little guy is a very important new addition to our household. He will be adding his impartial and apolitical wisdom (hence Aristotle). Patronising comments about doggie talk,or it’s a dogs life… are dogist. They will not be tolerated! His contribution will not always be obvious but it will be incisive, intuitive and above all invaluable.
Well stuff ‘em . The turkeys that is. Like many traditions, or what many consider are British traditions, are not that traditional .
Turkeys were brought to England (from Mexico) in the sixteenth century but were not readily eaten at Christmas until the mid 19th Century. It was not until the mid 1950’s did they become common place at the British Christmas dining table. What was more traditional was Boars Head, Goose, Pheasant, Peacock and probably the odd lazy servant.
I think there are 4 types of traditionalists:
Those that think: anything that happened in the past, and doesn’t happen anymore for good reason, was a good thing . Such as bear baiting, sticking kids up chimneys, flogging idle servants, and thinking women having an education was bad for them.
Those that think: that stuff we do now, has been going on for hundreds of years. Turkeys (see above), Red Santa Suits (Coke Cola first dressed him in red to match their bottle labels), Fish and chips (sort of true but fried fish came from Sephardic Jews, in this case from Holland). It may come as a surprise to some that it was not until 1958 that the Presbyterian church in Scotland accepted December the 25th as a public holiday.
Those that think: anything before the mid 1950’s was glorious and wonderful, despite big chunks of the population living in squalor, outside toilets, poor health , comparatively low wages, severe inequality, homosexuality a criminal offence,loads of wars and a stream of other really unpleasant circumstances .
Those who think: of the real traditions , such Morris Dancing for the English (late 15th Century), Scottish tartans (even they have been discovered to be used pre-Roman). The bagpipe tradition goes long past those used in Scotland. Bog snorkelling, cheese rolling, Afternoon Tea and there is, of course , the English Breakfast which can be traced back to the 13th Century. Not least, of course is the Pub . Most of these have fared well overseas , especially Afternoon Tea, English Breakfasts and Pubs. All of which can be found in many towns and cities throughout the world. The one that does struggle is the Christmas Cracker. A British tradition which I know that for many years UK suppliers have struggled to export to the ungrateful world audiences .
“To eat well in England you should have breakfast three times a day.”-Great tradition, despite the look of The Lady of the House
W. Somerset Maugham (1874-1965)
I believe that these categories stand the test in most cultures albeit with rather different examples. The first three tend to be those that trump (accidental, but am happy with such an appropriate verb) loudest and have driven much political thought in recent times. Not that driving political thought is a crime but it is when misleading.
Not only is the word tradition , a misleading political concept , it is often used in very similar ways for marketing, especially in the UK during the Christmas period. Why are Boxing Days Sales a tradition ? No they are not.
a way of behaving or belief that has been established for a long time or the practice of following behaviour and beliefs that have been so established.
Cambridge Dictionary Definition of the word Tradition
Nor is Black Friday, Summer sales, Spring Sales, or referring back to Father Christmas in his jolly red suit. They were, or rather, are marketing ploys. Nothing wrong with them , but there is, if they are vicariously foistered upon an unsuspecting public, as traditions. Father’s day , was invented ( not completely true, but as with Mothers day) was hijacked and promoted in order to sell greetings cards and men’s underwear during the great depression. Nowt wrong with that , you may say. But there is, if it continues for another one hundred years with the main purpose of selling a load of old tat.
In my book, a tradition has to be underpinned by a historical narrative that has created a positive addition to the culture from which it originates .
“The less there is to justify a traditional custom, the harder it is to get rid of it”
I am not a Retailer. I could not be a Retailer. I have neither skill set nor temperament . I spend most of my working life talking with retailers and wholesalers, so I know a little of one aspect of retailing , that is the supply end and being a consumer , I know, sometimes what it is I want, the demand end. However, on many occasions , I don’t know what I want, which is the source of the problem.
The biggest retailers have access to data to tell them that their sales of Coca Cola (can’t use the word coke anymore) will peak in two weeks, using history and weather forecasts. They know the sales of baking products are going to explode when the Great British Bake off comes on telly. Sales of beer and pizza will suddenly jump when there is major sporting event on TV. Supermarkets , will know , I suspect , exactly how many loaves of sliced bread they will sell each and every week. But most retailers don’t have that data or sell the sort of product that is that demand reliable.
Twenty years ago, buyers would turn up at trade shows and apart from new product, and then they would be very wary of anything new, as they knew what sold last year would sell next year and taking on new products meant taking a chance; they would order their needs for the year. Actually it wasn’t quite that straight forward but it illustrates the general shape of buying behaviours it was not that long ago.
I sold 2000 widgets last year so I think I will sell 2100 this year (or 1900 depending upon the buyer).
Demand was not pulled it was driven from behind . The retailers (and wholesalers), in most markets, decided what they were going to sell and the consumer had little say in it. An over simplification, perhaps. Nevertheless it was pretty close to the truth. But then it started to change . With the incursion of online retailers and the gradual development of social media ,the consumer was starting to throw its weight. From the online operators offering a far bigger range of product, and sometimes very different product, to the consumer passing on this information via social media.
I believe this is why part of today’s UK Retail High Street is where it is today. There are a lot of tired brands that have received little attention over recent years , notably Arcadia, Debenhams, Edinburgh Woollen Mill……..They sat on their laurels, did not reinvest and lost sight of their customers. The latest Bonmarché supposedly the shop for the over 50’s . Well today’s fifty five year old is a very different beast to that of twenty years ago. Looking at their shop windows you would think you were back in the eighties .
It is easy to to mock, to just stand back and say well they are were a lot of old rubbish. What is not easy is predicting what the Buying Public actually wants. A not so perfect example is this current year of 2020. When the first lockdown of the year in the UK began, all thought that’s it for three months . Nothing is going to sell, except toilet rolls and food, as there is nowhere to sell it . Even the mighty Amazon stopped selling non essentials for a few weeks. But no, small web sites found themselves inundated with demand for craft items, games, toys, puzzles, drawing books, home party items. At its peak demand far exceeded supply. Now when the second lockdown occurred, it was a very different scenario . Why ? Because the consumer behaviour was different. As to why, leave that to the social psychologists reports next year.
There is nothing easy about second guessing the consumer and their wants. It is different if you are a major brand . They have the ability and resources to push their demand . The millions that wait outside The Apple stores when a new product is launched, before knowing how the product will perform. The brand, in this case Apple, telling their audience that they want it . But that wont last forever . But they understand this and develop other income streams, which one day will replace those of their physical products. In this case it is making programmes, films, digital music , and cloud computing (Amazon get 50% of their profits from 10% of their revenue ie Cloud computing). Few organisations have had the resources to adopt alternative strategies, or rather they have no plan to do so.
I am often asked What is selling ? What Should I buy ? I can only answer what sold yesterday and really do not have any idea of what will sell tomorrow. This sounds a bit like copping out. It is . There is no easy answer. Of course, within every range of product there is a core of items that the retailer will know they have to have in their store. But going forward that is not enough.
There are retailers that get it right, or rather they get a lot closer. Zara is one of them . they apparently can turn new ranges around in three weeks . The major successful discounters (certainly in the UK ) have open door policies in respect of seeing suppliers. This does not necessarily mean they know more about what the consumer wants, but it does mean from one end of the chain they are lot closer to what trends are coming through, and can act accordingly.
The bottom line is that there has to be radical rethinking by the retail entrepreneurs on how they operate . it maybe something along the lines of literally of more of a shop window. I have seen this happen with two new retailers in my neighbourhood. One is a deli/grocer , the other is a butcher. The attitude is more
This is what we have in the shop, but don’t hesitate to ask if we don’ have what you want or don’t know what you want .
Think Star Trek. Think Dematerialization. Think Spock being transmitted from Mother Ship to Planet Surface.
Well maybe not quite but I suggest, that to counter the issue of not knowing what to stock and what your customer might want, the technology is not far away. For many the Store will become more of an idea fulfilment location. A place where you will be able to discuss your needs with knowledgeable staff within that field and walk out with what you want rather than what they want to sell you.
Maybe or maybe not. What I can say without any hesitation, retail cannot and will not stay in its present form. This has nothing to do with Covid, Pandemics, Brexit, Deal or No Deal , it has to do with a rapidly changing consumer. Retail must change and it must change radically.
Over the last four years , I have tried as much as possible not to post about Brexit. However, from a purely practical point of view I have relented, in the hope I can inform in an apolitical way.
Unbiased (I keep biting my lip even when I only write those words), I am going to try and put some of facts down which will hopefully inform traders who have been buying from suppliers within the EU, on what they need to do. I would like write about exporting to the EU , but that is even less clear and to be honest my interest is in stuff coming from the EU.
So lets start with some facts. There are 11,000 containers of UK Government PPE at Felixstowe docks. Ships coming into both Felixstowe and Harwich have been subject to delays for some time now. The Customs IT systems are not fully tested yet. Every UK point of entry ie ports & airports invariably run different types of software for customs declarations . It is muted there will be all singing, all dancing single system by 2025 . No matter whether there is a deal or no deal on Jan1 2021 things will change big time. If you did not really understand the words ‘free movement of goods’ you will then .
What’s to do then ? If you import absolutely anything from the EU or intend to then the following 2 steps are essential.
Apply for an EORE ( pronounced by HMRC as EOREE. Well at least someone has a sense of humour or irony) .
Apply for deferred Custom Declarations and Vat payment
You have to do No 1 before you No 2 (that may chime with some- schoolboy humour). You can only apply for 2 if you have not been a naughty person with HMRC. If you are having difficulty loading the HMRC site to download this form, it maybe the browser, as it only works on certain browsers. But HMRC Help Line doesn’t seem to know that. It also doesn’t explain the forms you may or may not need. The one that you probably do is called C1202 as it is a direct debit mandate for HMRC. Without this you are unlikely to get approved . Here’s a good ‘un, you have to complete the form online but then you have to print and post it. This implies that they could have anywhere between 100-200,000 postal applications between now and Christmas, which they will then have to handle manually. Having just had two weeks locally of no postal service, the signs are pretty ominous.
If your application for deferred status is confirmed it allows you to do 2 things …
From the Jan 1 to June 30th you can defer making your customs declarations. But you must keep a record of all your transactions during that period. I will itemise the data you need later.
Whilst in the EU there was an agreement that all VAT transactions between states did not carry VAT on the invoice. This stops on Jan 1. From then on, there will be no VAT on an invoice from an EU supplier but you will have to record the VAT that would have been due on that same invoice in your VAT returns.
The Following list are the core items you will need to record for customs declarations :
Customs Procedure Code
Consignment no/ Invoice no
Without doubt I will have missed certain elements but these are the basics. If a deal is reached, I get the impression that declarations will still have to be made as to what they contain is another matter . One thing is for certain is that you will have to record the Vatable amount as that will certainly be due on July 1. I cannot speak for the Northern Ireland Protocol, as that is another layer of political customs speak. Nor do I have any knowledge of specialised products such as plants , food, oil, gas, aero engines, airplane parts, chemicals, drugs………All of which I assume comes into the definition of oven ready deals.
None of this helps with the importing from nations not in the EU but have free trade agreements with the EU. There are fifty plus such nations . We have made a couple of deals notably Japan, Switzerland , Norway and Iceland but there are a number of significant trading nations where we will no longer have a free trade deal such as Mexico, Vietnam and Turkey. And I am not so sure there is a lot of help available. There are grants for training on customs procedures and there are also grants if you want to set yourself up as a Customs Agent ! I think that in itself tells a story. There are also many HMRC webinars . Having recently sat through one , I would not raise your hopes of celestial enlightenment . Maybe others are better .
I lied. At the start I said I was going to be apolitical . I have been . Now I am not. The UK Government has been floundering about in very deep waters dealing with Covid. So has every other National Government. No matter what shade of political belief , no Government would have got it right. It is one of life’s undeterminables. And it will continue to be so. The Government has a duty to preserve and protect the lives of its citizens. Where there are definitive actions that could be taken they should take them.
Which brings me back to Brexit. I am a remain voter accepting of the UK decision to leave. What I cannot agree with is reckless political ideology that puts our nation in harms way or at very least increases the risk to both health and wealth. One of the underlying principles of paying off the huge debts that have been incurred (quite rightly) is the returning to some form of economic growth. Even (at least most ) political Brexiteers agreed that the first months of Brexit would be very hard on the economy, and that was pre-covid. Consequently , I get very wound up by superficial ads with actors, apparently in large warehouses, saying we are ready are you? When they, the Government are very evidently not. Moreover, how would you expect hundreds and thousands of businesses that have currently got to deal with more economic, financial and emotional hurdles to deal with than at any other time since the 2nd world war .
So please tell me UK Government why you have chosen not to doing anything about the one thing you did have control of ie Brexit Transition you chose to stick with political ideology . That is to say you kept your snouts well and truly stuck in a political bucket . Take back control , whatever that means but do so when you when can at least see the steering wheel. As a consequence we can look to at very least six months of even more supressed if not depressed growth rates. Ta very much .
Plagues, pestilence, pandemics,post apocalyptic scenes of retail destruction, are not for here.
During the last fifty years there has been an extraordinary period of massive technological development. From communications and computerisation , through travel to medicine , entertainment and so many areas that impact our everyday lives . You can turn the central heating back on at home via your smart phone from the other side of the globe.
It feels that every day brings an announcement of some monumental change. Electric, self driving cars, electric planes, robot surgery , it is ceaseless. Yet there is one area which remains exactly where it was fifty years ago. Technology has been defeated by the humble slice of bread. Nothing, absolutely nothing, de nada…. has changed.
Yes, a few extra dials have been added on some models . Now you can toast your Bagel on a Bagel setting. You can defrost your bread on a defrost setting. But they are only cosmetic. In reality they are just words on the dial as they are only timing setting that have always been there. They, all, still just toast and not very well, like what they did before . We wont even go to the Commercial Toaster. Yes we will.
That worse than useless bit of kit that they have at buffet breakfasts in hotels, that creates long queues, where you have to write your name (in case somebody nicks it) on the bread because you will have to go around at least twice, and then by the time you get back to your table, hottish, vaguely brown toast has become cold and soggy.
Where are the Elon Musks, Steve Jobs, James Dysons of the Toaster World ? Is it because it ain’t sexy like electric cars, iPhone and Vacuum cleaners . If so what is sexy about a Vacuum cleaner ?
The UK market, alone, is worth about 5 Million toasters a year (this, apparently does not include Commercial toasters). The world market has an approximate value of £1 Billion. So it is a toasty (sorry weak pun over tasty) market. One issue maybe the potential returns. In the early sixties the price of a toaster was about £6 (not much different to the average minimum wage). Yes, you can still buy a toaster for £6. Yet that did not stop Dyson making an amazingly expensive vacuum cleaner ,with which you don’t even get any bags!
That said, if we assume that six quid was just about a weeks wage, today you can buy a piece of kit (drone) that you fly remotely, drops bags of drugs into prison yards, film your neighbours unruly kids from a great height (or worse) or fires high powered missiles into unsuspecting enemies from 6000 miles away ( I know they cost a bit more than a weeks wages) for much the same sort of money.
Hands up we are a fifty quid toaster couple. Yes, ours can toast 4 slices , heat bagels, defrost bread and lasts 9-10 years (average toaster life is 4-5 years) but we cannot guarantee that the bread gets toasted in the same way every time. However, the sixties toaster could do all that except toast 4 pieces. That’s toaster innovation for you.
This week alone there has been the announcement of speakers that you can hear, and you alone. Yes, four ( is that allowed) of you can sit in a room and it creates an audible bubble that only you (whoever you is ) can hear the speaker- no head phones ! Don’t ask , I don’t know . What I do know is I can put a slice of bread in my toaster and I have no idea what it will look like until it has popped up. Maybe toasting is more exciting.
I will not patronise those highly intellectual individuals who read this post with an explanation of Chaos Theory. However, for the odd fish that slips the net and needs a quick explanation, see below
Chaos theory is a branch of mathematics focusing on the study of chaos—states of dynamical systems whose apparently random states of disorder and irregularities are often governed by deterministic laws that are highly sensitive to initial conditions. Chaos theory is an interdisciplinary theory stating that, within the apparent randomness of chaotic complex systems, there are underlying patterns, interconnectedness, constant feedback loops, repetition, self-similarity, fractals, and self-organization. The butterfly effect, an underlying principle of chaos, describes how a small change in one state of a deterministic nonlinear system can result in large differences in a later state (meaning that there is sensitive dependence on initial conditions). A metaphor for this behaviour is that a butterfly flapping its wings in China can cause a hurricane in Texas
Directly from Wikepedia
As everyone is entirely cognisant of the above, you can of course transpose the butterfly in China to Bat Coughing in Chinaand causing a world health crisis. And for those who have forgotten the Chaos theory formula (why would you?), it is as follows:
There are alternative formulas but this is a useful starting point. Any one of us will at some point think that life is chaotic at least once a week. Yet that Chaos, will be something like your home is a mess, you don’t whether you are coming or going ‘cos the kids are driving you mad, the dog has just ‘pooed’ in your bedroom, your partner is working late again and the oven is broken.
I would like to be slightly more theoretical and point in the direction of the Chaos Theory may have some impact on your business and as likely your life in general.
A fictitious example staring with the humble wasp …….
Someone is relaxing in their garden, in summer, having a drink. A wasp pops down and stings said person. Said person has an anaphylactic attack and is seriously unwell. The said person is the leading heart surgeon in the US. That afternoon they were about to perform major and urgent surgery on the US President. There is no replacement . The President dies. Wall Street plummets, the dollar crashes, reverberating around the world. There is a run on the banks . Nobody is in control……
I can hear the cry, but there are checks and balances to correct this sort of event ! Maybe, maybe not, but that is the point , if there are there then they exist because of the existence of Chaos Theory. Most major organisations have teams who are continually running disaster scenarios and calculating what to do if they were to happen .
Or you would like to think they would. The current situation we are all faced with is a Chaos theory starting with the humble bat.
“The impact of a huge epidemic, like a flu epidemic, would be phenomenal because all the supply chains would break down. There’d be a lot of panic. Many of our systems would be overloaded,” ……”But being ready for epidemics of different sizes, there’s a lot more we should do.”
CBS News Bill Gates Davos 2017
Few took note . In the last couple of weeks the Chairman of Trailfinders, a UK travel company, announced the company could last 2 years without a booking. Why? Simply because there was £300 million in the bank. Other travel companies said that this was very impressive but he was fortunate to have such cash reserves . Not quite so straight forward…..
Trailfinders from our seemingly pathetic little start-up in 1970 opened two bank accounts. One for our clients’ money and one which belonged to us. So we knew exactly which monies were ours and which were entrusted to us. I have also set aside large reserves of cash from past profits to guard against doomsday scenarios. We have been able to refund our clients while we wait to recover your money from Airlines in the present hiatus. We have honoured our unique Financial Guarantee even where Airlines have already gone into administration, taking the risk we will get it back ourselves.
Mike Gooley October 2020 Chairman & Founder Trailfinders
It would be a futile exercise to examine any governments responses, as despite warnings over many years there is little evidence that any substantial planning had been done. There is much evidence to illustrate the complete opposite.
Government’s, Institutions and commercial organisations of all types ignore the threat of Chaos, if whatever form it takes , at their own peril. We have a personal responsibility which is limited by resources, wherewithal , and education . For those who are encumbered by these restrictions, are reliant upon the very institutions, whether they are instruments of government, charities or their immediate community, that should have been considering Chaos in whatever form it appears, to come to their rescue.
Lets be quite clear, Chaos creates plenty of winners, albeit far less in numbers than the losers and in the most part far more privileged, a certain type of politician, hedge fund managers, currency traders, and market shorters to name but a few . If we accept we are in the midst of some form of Chaos now there will be those who will be benefit from it and not necessarily in a bad way. For example as some organisations will fail others will be created to take their place. However, somehow attention must be paid to those have suffered through no fault of their own. But history tells us that is unlikely to happen. Its a bit like the annual bush fires that burn all the dying grasslands, to be replaced by fresh growth. It does not take into account the price paid by those who suffer some form of loss, either in terms of wildlife or even personal loss.
In the midst of Chaos, there is always opportunity
Sun Tzu (shame his book is about War)
Simply speaking, I see three groups of approach . Everyone and every organisation will fall into the broad spectrum of anyone of these three. We can see all three variations within our current Chaos.
Those that can and should look at ways of mitigating negative impacts of potential Chaos (in whatever form)
Those that seek chaos and look for opportunities, for good or bad
Those that are unable to do either and look to those in the first category, in the hope that they offer assistance and guidance, when needed.
Be it seeking funding for twenty years of academic research, finding a life long partner (or one night stand) , pitching for investment in your extraordinary new enterprise, going for a job interview, meeting your new in-laws, wanting to be in the ‘crowd’ in your local pub, applying for your favoured university, everybody at some point in their life has to Sell.
Everyone lives by selling something
Robert Louis Stevenson
Most will be unaware, most will not be very good at it, most will have had no guidance in how to, most will have to do it only very occasionally, but for some it will an integral part of their working lives.
It is, at the same time , the most underrated and overrated skill. What confounds me is that in the one area where it is of such overriding importance that the necessary skill sets are completely (or at least to the casual observer) overlooked . Regrettably the referred to Casual Observer is in this case rather important .
Is it beyond the wit and ken of mankind, or at least those who have shops, to realise their primary function is to Sell ? As someone who ‘Professionally’, some may question my abilities within this definition, tries to sell to amongst others, Retailers and at the same time (not quite literally, though I have been known to buy the odd item from a customer ) performs the function of the consumer, I cannot for the life of me , think why some of them try to do their very best, within their shop , not to sell. It is not a new problem, nor is it defined by size. By that I mean both large multiples and single independents .
Only last week, I walked into one prospect, only to be completely underwhelmed by the store itself but but more importantly , the, what (yes I mean what , as he was definitely not a who) I took to be owner, whose body, face or mouth did not budge, the entire time I was in the store . It felt like an eternity , yet it was less than three minutes. And oh yes, it is October, it is a supposed to be a Party Shop and there was not one single Halloween item in store. A couple of days later I was (as a customer) in a large multiple retail shed chain, and I can only say the staff appeared to be serving a prison sentence. Or so it seemed. They, without exception, were a miserable bunch. Now I know this chain to be a very successful operation and that even in the present circumstance the sword of Damocles is not hanging over their heads. But for the members of this team it should have been.
Selling does not come naturally to most. Some have it, some don’t , some can be taught it but some can’t. Yet if part of your working life involves you transmitting ownership of a product or service to a third party, selling is part of that process. If this is something that you find difficult then you as a businessowner should seek those skills. As an employee your employer should provide you with those skills and continually manage them.
I, firmly, believe that with some large organisations it is not always about training and often more about management. If those responsible for selling the company’s goods or services are not valued, and work in a unfavourable environment then no matter how skilled they are , they will not perform. This is very evident in a number of large struggling retailers within the last few years. It is has always been true but when you are faced within very tough trading conditions ,the chickens come home to roost. Though those that suffer the most are invariably the employees.
The Retail Customer can be a real pain, in that they are often rude and pig arrogant. Yet I suspect some of that (not all by a long chalk) comes from years of going to shops and being treated in a not dissimilar way , consequently creating a norm of sorts . The days of being ignored by filing finger nails, talking to colleagues, playing with mobiles, attending to some ‘very much more’ important matter computer in-front of them, have got to go. Or this very rapidly changing Retail environment will shrink even further than it is likely to do in the very near future.
The following Quote is probably not entirely apposite, yet I feel it has a lot of relevance in the context of the previous paragraph . It comes from a US company which is a consultant sales operation. Nine times out of ten I would steer well clear of taking quotes from this sort of organisation however, I think this message is very clear and very relevant. Replace no activity with filing nails, talking to colleagues and checking social media accounts…
“The top salespeople are usually the ones with the most activity; it doesn’t guarantee you will close more deals, but if you have no activity, you won’t be closing any deals.
Chief Sales Officer -Brainshark
I repeat, this is not just about Retailers. It’s about any contact or relationship between one Organisation and the Individual or Organisation with which it is having a transactional relationship. Now, perhaps, more than ever, a ‘Positive Transactional Relationship’ cannot be overstated . And I think that’s what Selling is all about.
It is one of the world’s oldest professions. It can be highly profitable . It is a very quick and easy way to start a business, if you are prepared to be out there in all weathers.
Selling stuff on the street is common place throughout the world. Whether it is street food in South East Asia through to Street grafters flogging Bargains to unsuspecting consumers throughout towns in the UK , there would be few anywhere in the world who would not have bought something from a street vendor at some time or other. So nothing new there then.
Well there is sort of .. rather sort of new . I first experienced something which I thought at the time was very innovative. During lockdown when restaurants could offer takeaways , a local restaurant offered a Kerb Side service. You ordered and paid via your phone and when you arrived you stayed in your vehicle , sent a text you had arrived and they would come out and put the collection in your boot.
In the US this has gone a stage further. A number of retailers concerned about Covid did not want shoppers back in their shops. Yet they still wanted to trade. Their solution is to make their shop window their Shop Window. so to speak. The principle is the consumer pulls up in front, or is walking on the pavement, and the retail offer is shown clearly in the shop window. The buyer then phones through to the store say what they want, pays for it and hey presto it appears at the front door or is delivered to your boot (Trunk as the Americans would say).
Whilst click and collect at the curb side is not in itself revolutionary , it is when there is a store that informs you and you use the shop window to make your purchase. It favours the smaller stores and those with limited store offering . It also favours small stores that have small stores or rather very shallow but with a long frontage.
It helps if you are not on a Red Route (London) or Double yellow lines, that aside if you are actually on pavement there is potential there for many retailers. By restricting your selling space to a window is very restrictive, but the alternative is that less customers or even nobody comes into the store . This is not instead of a website it is another tool. Potentially it would attract the passer-by, especially if they are going somewhere else and think ‘I can order this now and do what I was out to do and collect it on my way back.‘
I have heard from a number of customers that during lockdown they executed a similar plan. They did not make specific use of their windows but they offered a drive by service via social media and in conjunction with their web sites. This is by no means a Retail Panacea but it is another weapon in the armoury (….or ‘tool in the box’ depending upon your mind set).
Whilst having developed during the Pandemic, it is not uncommon for retail innovation to jump to the front of the queue during any crisis, it could be a very useful tool during ‘normality’. It can be thought of metaphorically reaching out to the consumer and looking at ways that make it easier for them to buy from you. Instead of you having to drag them in from the street you are meeting them half way in the Street.
“This is the new abnormal and the consumer wants a different experience,” said Mr. Fawkes of PSFK, the research firm. “If the legacy retailers won’t provide it, new entrants will.”
The current UK government will have redesigned the future consumer as a very svelte like creature arriving at our gleaming, but empty, shopping centres in vast swarms of cycling health freaks. Some would have arrived in electric cars but they had not managed to build any charging points. This scenario having evolved from their policies on reducing obesity. Naturally, the whole concept will be inspired by ministerial cars being replaced by high performance racing bikes, or maybe E Bikes.
Reality is a little more complex. Most businesses (involved in selling products to consumers) spend a great deal of time looking at what the retail landscape will look like, what the future trends are, the economic future , spending habits and ways to market. Yet do they actually look at what the consumer will look like (metaphorically speaking) ?
It came as a bit of a surprise when looking for research there is not much going in . Or rather there is , and always has been, a lot on consumer behaviour but not on the holistic consumer. By this I mean, the whole package . That’s is to say behaviour, social interaction, physicality of the individual, thinking process, social awareness , family sizes, cultural approaches , education, spending power, in effect everything goes to make the everyday consumer. Yes there is plenty of research in each and everyone one of these components and I know most major retailers have some form of futurologist within the organisation. However, there seems to be little which really looks at the complete person, In so far as there ever can be such a creature.
Hence I was somewhat, initially pleased, but ultimately disappointed when I recently, read a report by an Organisation called Raconteur.net publishing a report called The Future Consumer. It spoke at length about the future consumer but much of this was based upon the effects of Covid. I would not hesitate to accept that Covid will have had an impact on the Consumer, I am not convinced it is the comprehensive Shape Shifter it is being described as. Yes, it will have moved a additional sector of society into shopping online. Yes, it will have made an impact on the way we work (though once again I am not thinking this will be as long lasting as suggested. See what happens to those working from home during a miserable winter. It focuses on and suggests fairly nebulous plans about connecting to the consumer.
There are other influences that go beyond Covid that are just as powerful in shaping the future consumer, Environment, climate, technology, education and wealth to list just a few. Covid has, to a degree, brought forward the timeline. There is no doubt that a section of society that were new to online purchasing during lockdown will remain online. But not all and furthermore they will not buy everything online. Those starved of the retail experience, apart from queuing outside supermarkets, suddenly missed the ability to go to shop.
I am not convinced that the issue of working from from home or rather the desire to work from home is quite as strong as all the pundits claim. Yes, there will be a change but not as big as big as people think(see previous paragraph). Climate and environment is in a very confused state as the consumer edged back to using cars as public transport was deemed unsafe.
Wealth, health and education all being linked. In that those who have a good education, tend to be wealthier and healthier. The sum effect does throw up some light for good independents, in the more affluent areas of society. The consumer has become aware of its good local independents . They have got (or at least some of them) have got used to walking to them and seeing their offer and being surprised (positively mainly , I think) . The combination, perhaps of working more from home, and in walking distance provides opportunities for the good local independent to connect to this ‘new consumer’ and build relationships that will help their business to flourish long in to the future. The less fortunate, invariably have a poorer choice of independent, if there is any choice at all. So no change there then, the less fortunate become even less fortunate.
So many retailers, amongst those some of our biggest have managed to get their predictions of the Future Consumer so wrong. M&S has got to be at the forefront , their decline started way back , probably at least fifteen years. You just need to look at their approach to online, having only just got their food offering up and running , then only a small part of it and then only through a third party (Ocado). Even the big supermarkets grossly misunderstood their customers potential behaviour when the European discounters first came to our shores (Aldi, Lidl). Consequently they are all only playing catch up.
Hands up, this is not an easy game, predicting the future consumer . You could say that there have been few that get it right. Like it or not Amazon is perhaps the one that stands out. Twenty three years ago, Jeff Bezos (technology achievements aside) seemed to know what the consumer would buy into, in the future. But then I am not sure it is rocket science (or even technological science) convenience, consumer confidence, value pricing and above all the consumer experience, are surely precursors to those who wants to retail. There are those who argue, quite rightly, that he (Bezos)does not care about much else, but we are talking about consumer perspective and here he wins hands down.
IKEA is perhaps another. When they first expanded there was plenty of flat pack furniture around but not in the way that IKEA envisaged it. Nor in the environment they created . ‘The plenty’ no longer exist . IKEA enabled the consumer to visualise a new environment and consequently helped in developing a new consumer . The same perhaps could be said about Terence Conran(in the UK) in the sixties and seventies. Not that he sold flat pack furniture but he saw how the furniture consumer was changing . Unfortunately, when he sold the company, the new company did not continue with that vision. But Conran cannot be considered a global shape shifter moreover his influence was on a relatively small sector of the market. I suspect there are few consumers, in the developed world who do not know of Amazon or IKEA. There are, of course, other future proofing brands available. Those non future proofing may not be around for as long as they think.
Whilst gently lambasting Raconteurs research , I did feel the diagram below was helpful in illustrating some of the effects of Covid on the existing consumer and data such as this, needs to be considered when looking for the future consumer
There are no options. Or rather there are two. You do nothing or you at least take the opportunity, especially in the current climate, to look around at the changes you can see happen in front of you and take a view on what may happen. Back to no options. If you do nothing , nothing will happen or rather , as sure as eggs is eggs, things won’t improve there is a very good chance they will only deteriorate. If you look around , make some guided assumptions and act accordingly, you have an opportunity, if not to get ahead of the game at least keep up with it.
Consumers, by definition, include us all
John F Kennedy
That being a truism, we all change, develop and evolve . As we are all consumers the same principle applies . If we wish to sell stuff to ourselves we need to have some idea how we change and develop. If as a retailer you don’t someone else will .
Now, more than ever, retailers have got to look long and hard and what tomorrow’s consumer is like. For those that don’t it will not be difficult to predict their future, however short lived that maybe.
There are those who may read this and saying I am talking about Statistics not numbers. There are, of course those who will say I am talking utter tosh. They maybe right but if you start any conversation about statistics, the line would go dead (or it would have done when we telephoned each other with telephones) . Anyway what do you work with in statistics , err numbers…If they think I talk tosh i have no counter argument.
During a time when everyone is trying to seek the truth about anything (not that I think finding the truth is anymore difficult than any other time), there is a tendency to believe that if you are given a number in answer to any question then it must be true. 20 divided by 5 = 4. No argument, it is a truth of ‘sorts’ .
One late winter day in 1971, 50 pennies= approx. 20% of £1, the following day, 50 pennies = 50% of £1. What changed ? The numbers in £1(or decimalisation for those who don’t know or can’t remember). So the number 1 did not change but the bits of it did.
A situation oft related is if you take the average wage of those travelling on a particular bus is say £15000 , and then Bill Gates gets on the bus, the average earnings run into billions . So what sort of average is that when only 1 out of say 40 is anywhere close to the average? Now, before I get thumped by someone saying a statistician would always knock of the extremes in any data set, but most of us aren’t statisticians and even then they often have their own interpretations. But we will come back to that .
Blind conviction in decision making that is based on metrics and figures that don’t actually hold up are running rampant
Simon Dutton .Founder of specialist Data Science, Machine Learning & Analytics Development Company
I am not going to even think of using the Damn lies and statistics as it is cliched and not helpful. The reality is the number on its own is a truth . What you do with that number , in what context , how it is interpreted , how it is used and when it is used are only a few of the many variables that can make that number untrue so to speak. The purveyor of the number is the one who needs be questioned .
Playing Bingo, you can be pretty sure the number is what its says on the ball. If the caller says then umber 66 , then that is exactly what it is a truth, you block out 66 on your card. 66 is deemed a ‘truth’.
For me a very simple everyday commercial example would be ……
That is all well and good my good Sir, but you are offering me a discount of 20%. I need a discount of 40% !
My very fine Customer, that can of course be arranged . But (whispering to myself) I will have to increase the starting price by 20%.
Well tell me young man (yes some do address me like that), your 100 bestsellers ….
I am sorry no can do…100 bestsellers does not tell you anything . It only tells you what products we sold the most of , at any given time period, that does make them best sellers. There are loads of reason why we have sold a lot but none of may equal a ‘bestseller’ in the true ,meaning of the word
These maybe very simplistic (but true) , however in some different format or any other this type of discussion. it actually happens, a lot. The general answer is discount off what..Most consumers must be fed up to the back teeth of ‘Sales’ with up to 70% off. As far as best sellers are concerned the real numbers are the products that will sell well for the client to whom you are talking .
Everyday life revolves around numbers, our weight, our height,calories, how much we earn and spend , GDP, how much, how many, when, where, who, what , they involve a number somewhere. So you would think we should get them right but in so much of our lives decisions are made where the number is wrong or rather wrong in any one context.
Government Policy is underwritten by numbers (and of course political ideology) . This is directly from the Office for National Statistics(its that word again)
The average family size for women born in 1942 – for example – was 2.29 children per mother. In contrast, their daughters’ generation – represented by women born in 1969 – had on average 1.91 children per mother. Meanwhile, women born in 1984 had fewer children on average (1.02) by their 30th birthday than women born in 1969 – who had 1.12 children by the same age.
How many women do you know had 1.12 Children ? Or even 1.02 ? In this context none of those numbers are actually real. If you have people in a room and their respective weights are 50kg,51kg,52.5kg,57.8kg,56.25gk, the average weight would be 53.51kg . Yet no one in that room would be the average weight. Within this simple example lies so many issues with health advice, BMI, Calorie intake, healthy weight and absolutely everything that is based upon an average. A male weighing 120kg and 6ft 2″ tall would be considered overweight and unhealthy but not if he plays in the back row for an International Rugby team.
Currently we are being swamped, daily, by numbers relating to Covid 19. More often than not they are used by politicians and journalists alike to make comparisons. Comparing ‘what’ with ‘what’. One set of data from one nation will be totally incomparable to another, as the way the data is sourced will be completely different from each and every nation. This is true of many national stats. Take GDP for example . Whose is the greater China or Luxembourg? Easy you may say….Luxembourg …well it is is if you evaluate it per head !
Single GDP comparisons are in themselves unprecise as mostly they are expressed in Dollars. Dollars like all currencies fluctuate in value. Therefore that value will change depending on what currency that is relevant to you. Example, if you took the UK GDP of the UK in dollars four weeks ago it would have shown one figure but if you translated it today that would have shown GDP growth because of the weakness of the dollar. Yes , I know we don’t measure it in dollars . But international analysts do. What I am trying to say that it is very easy to manipulate the numbers . Of course the numbers don’t manipulate themselves. Much like algorithms, that extraordinary word that implies data lead intelligence. As we are rapidly finding out these wonder ‘rithms‘ don’t create themselves, the data, that they are made up of, comes from us ‘umans . We decide on the numbers that will go into any algorithm, which is why they are often wrong as we discover on a pretty frequent basis.
10,000 steps a day has become the norm for a healthy body. Where did this number come from. It was entirely arbitrary . A Japanese Company company , on the back of the successful Tokyo Olympics, created the world’s first step counter Manpo-Kei , translated it means Ten Thousand Steps. This fabricated number, from a very successful marketing campaign, became the world’s (including the WHO) daily walking benchmark . It was never based on any science.
The following two graphs (apologies for quality, tried but failed dismally to replicate them rather more professionally.) Show the same numbers in two very different ways. They measure the change in world climate from 1820-2015. The first one shows the temperature change (Fahrenheit) , as does the second (albeit in centigrade) . However, the second only show the change whereas the first is set against an entire temperature range making the changes appear much smaller. Or depending on your point of view the second illustrating it on a much smaller range !
Inflation is measured by all Developed Nation Governments , for a whole bunch of reasons, mainly to do with them , and they are all measured differently . In the UK were are really lucky as we have 2, CPI and RPI. What these both are and why both exist is an other story but essentially they are made from what are lightly called ‘baskets’ Probably there are created by ‘basket cases’ (English slang for stupid people) . These baskets are made up from lists of goods and services that we are all supposed to use regularly .
Some of the items are power drills, beers in night club, avocados, raspberries, 65″ TV , women’s gym wear, acoustic guitar, gym equipment and……. To some these may seem very representative of their life but to others will have no relevance what so ever. The inflation number is supposed to be a guide as to what is happening to prices. Yet if you are on the breadline and your rent has just gone up, the bus fare to work(if you have a job) has had a hike, then being told inflation number is only 1% , as fuel has plummeted, as has the price of 65″ TV , is going to mean diddly squat.
So next time a salesperson comes into your business telling you wow i’ve got some great numbers to show you, just be sure exactly who they are great for …
Perfect numbers like perfect men are very rare
René Descartes-Philosopher & Mathematician) (today he would have included women, I think (oh yes, I think, therefore I am….another of his -Descartes that is))