It's Sunday night, and, man, am I ready to get back to work. I've been home since 12/18 taking care of two kids under 5 years, and a wife recovering from foot surgery. Now, I'm an engaged dad and all, but this was something different. It called for an entirely new approach: a dramatic simplification of the holidays. I stripped away a lot of the fluff, and guess what: we didn't miss it.
And therein is both the danger and the challenge for 2009. As consumers get used to doing the same or more with less, the sales landscape will be forever altered (or at least for a good long time.) So what are a few things you can do this year to keep the cash register ringing? Try these on for size:
1. Don't cut corners on quality: The temptation in tough times is to use cheaper materials, offer less services and, sometimes, let quality slip. Don't do it! By all means, get rid of 1/3 of your skus that don't sing, and concentrate on offering real value. I just pulled out a J. Crew sweater that I've worn about eight times, and the thing is all pilled. I know it's not Versace, but it's not Marshall's either. Guess what, I'm done with the sweater and done with them. Was the cheap fabrication worth it? Hardly.
2. Up your customer service (especially for your best customers): This should need little explanation. When things are tough, you need to work harder. If you don't, the next guy will. Remember this when you're brainstorming your next witty marketing campaign: make your customers money and they will think you're the smartest guys on the block.
3. Demand more from your sales force: This one won't win me any friends, but it's true. Many sales guys are order takers. They show the line, get the paper, and if you're lucky, check in once or twice mid-season. That's not good enough anymore. Sales guys must truly know their customers' businesses, and find ways to help them grow. Do that, and you'll reap the benefits, too. This means merchandising, EFFECTIVE use of co-op dollars, geographic-right promotions (that are on brand, too), and clinics for floor staff.
We know that this won't be an easy year, but if we all work hard, smart and tougher, things will move in the right direction. So when consumers and customers alike begin to strip away the fluff, you won't be part of their simplification plan.
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