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The Traveling Retailer's Tip #27: Declare YOUR Independence

Furniture World News Desk on 6/24/2016


Declare YOUR Independence

Independence Day, aka July 4th is upon us. Today the holiday has more to do with shoppers signing the bottom of a sales order than John Hancock signing the Declaration of Independence. Our afternoon barbeques, parades, patriotic music, and BEST OF ALL, fireworks celebrate a new land breaking away from the rules of an oppressive regime. Way back in 1776, Independence Day signified a new fresh start.
We, the People of the retail and customer service world often operate under oppressive rules and regulations, many of which we impose on ourselves. There will always be factors in the CIRCLE of CONCERN that affect our business, but by declaring independence from negative factors in our CIRCLE of INFLUENCE we can keep our careers and businesses moving in a positive direction.

Let’s work smart to make this holiday sale successful, and then enjoy evening festivities! Move forth on July 5th if you want to be free and independent of the following constraints:

  • Fear of Technology: Let’s face it-that World Wide Webby thing is here to stay. If you are an AMERICAN, don’t be an AMERI-CAN’T and say “I can’t learn this thing!” If you can touch glass, you can learn to use a tablet. Facebook, Twitter, and YouTube are today’s replacement for Direct Mail, Phone Calls, and TV. Ask friends and connect with the kids that will be the leaders of tomorrow.

  • Separate from the 24 Hour News Cycle: If you chose a career path in Journalism instead of Selling, your mentors would teach you “If it BLEEDS, it LEADS”. In plain English, that means put the worst news stories on first! Cable, TV, and Radio News are now a 24 hour cycle, which means more bad news more often. I heard there is some sort of vote coming up later this year, which means you can TRIPLE the amount of sludge pouring out. Declare your independence from the Nay-Sayers by turning off the NEWS for a week-I guaranteed that your attitude will change. If you need to get the baseball scores and weather check out ESPN and The Weather Channel on that smart phone in your pocket. 

  • Independence from your associates: In your organization everyone has a job to do and every task is important. But if you have a FEAR of losing someone and say to yourself “without them my business would collapse” it’s time to declare yourself free of that constraint. You’ll grow knowledge on your team by cross-training skills, so that everyone knows how to do everyone else’s job. And here is another GUARANTEE- at some point a key person WILL LEAVE, GET SICK, or NEED EXTENDED TIME OFF. Don’t get caught short, and as a business owner, guru, or manager, you need to know how every task is done-otherwise you’ll never know if the job is being done well.

  • Freedom from your competition: It seems like there are more places than ever for people to buy your products-you may have 3 stores within a mile or 30 stores in town selling the same items that you do. And it’s a jungle out there with Amazon, E-Bay, and Overstock. You may want to club those warehouse stores or tear down the signs on telephone poles with mattresses and more for sale. Know this: You cannot wish them away! Understand that a lot of people are chasing the same scarce retail dollars that you are chasing. Learn what they do GREAT and learn the holes in their operation. Believe me, I shop a lot of stores in a lot of markets, and most ain’t that good. I had a streak of shopping 42 stores in a row where no one asked me to buy (Are you trying to close EVERY shopper?). Freedom stems from knowledge. Get out in your market and see what is going on. 
Those colonists that signed their name on 07.04.1776 were plenty sick and tired of having outside influences affect their life and liberty. When they dipped the quill in ink and put that ink on paper they risked all. All we have to risk is being stuck on the platform and watching the wave of progress and success move past us.

Best wishes for a successful holiday.

Gordon Hecht is a Growth and Development Manager for National Bedding Company’s America’s Mattress stores, nearly 400 locally owned and operated bedding stores across the country selling Serta-branded and America’s Mattress-branded mattresses. He started his 30+ years experience in the Home Furnishings industry in Las Vegas, NV as a delivery helper and driver.

He has been recognized for outstanding sales and management achievement with several organizations including Ashley Furniture HomeStores, Drexel-Heritage, RB Furniture, Reliable Stores, and Sofa Express. He has served as Store Manager, Multi-unit manager and National Director of Sales. With his first-hand knowledge of our industry’s front line, Gordon has devoted his career to guiding others to exceed their goals.

Joining National Bedding Company in 2014, as part of the Serta Retail Concepts Group With over 400 stores, America’s Mattress stores is one of the fastest growing bedding retailers in the country.

Co-author of the “Better Bedding Selling Tips” featured on Furniture World Online, Gordon has been a frequent contributor to company newsletters, and contributing writer for industry magazines.
Read other articles by Gordon Hecht