Finding the Bones in Retail Business

Some dogs dart and dash around in the fields like crazy chickens. They dig up the ground without rhyme or reason. Others saunter over to a specific spot with a kind of divining-rod witchery, and dig up the bones. Where does this knack come from? Is it a sixth sense or a keener five senses? I’ve never given much credence to clairvoyance; so I suspect the latter. These more successful dogs are essentially more clear-eyed (or clear-nosed). It’s simply obvious to them where the bones are.

When I opened the first Village Hat Shop in early 1980, people, knowing that I had zero background in the hat business, would ask me, “How do you know what to do?” I would answer, not being smug, “I just respond to the obvious.” At first, I put some hats out for sale (primarily relying on the suggestions of my first vendors) and if people bought them, I’d buy some more. When someone would ask me for a hat that I didn’t carry, I’d order it for him/her. If a store display worked (i.e. hats sold from it), I’d keep the display up. If hats didn’t sell, I’d take it down. If a customer wanted to chat, I chatted. If a customer wanted to be left alone, I left her/him alone. I never said, “May I help you” because it was obvious if help was required or not. Rather, I watched and listened and responded. Eavesdropping, I’d hear a customer say to a friend “I wish they had a hat like this in black.” I showed this customer a hat like that in black. Rocket science, huh?

It’s astonishing how many people in business can’t or don’t do this. Many hire “Retail Consultants” (I’ll pay you if you show me where the bones are). Invariably, the person doing this hiring is without a clue as to what’s happening on the front lines of the business-the floor of the retail store where the merchant meets the customer, i.e.-where the bones are! You can’t respond to the obvious if you never get yourself in a position to sniff it out.

So, if you find yourself running around in circles, chasing your tail, stop, find a customer, observe and respond. Extend whatever you learn from this encounter into a universal law within your business. Then do this again. And again. Instead of hiring that expensive MBA-type, split the savings between adding more value for your customers and starting your cache of bones.

Here’s To More Good Businesses in the World!

Fred Belinsky
www.VillageHatShop.com
www.Berets.com
www.JaxonHats.com

Comments

[Jim Burnette]

Do you know of a good men's hat shop in Atlanta or Washington D.C.? I recently moved from Pittsburgh were there is a great hat shop (The Headgear) and I would like to find one in Atlanta. I will be in Washington DC next week and will try to visit a shop if I can find one.

I have bought online from the Village Hat shop, but nothing is better than going to a shop.

Thank you,

Jim

[Fred]

Jim -

Sorry. I'm familiar with good hat shops in lots of places, but not in either of those two cities. Try Hat Life - they are an informattion business for the hat industry - Google them.

Good luck,

- Fred
www.VillageHatshop.com

[astro]

China Fashion Accessory Manufacturing is a professional platform which recommends the right supplier of fashion accessories products in china. We provides the highest quality of Baseball caps,Camo baseball caps,Bucket hats,Knit earflap hat,Knit winter hats,Sun visor cap and Military Ball Caps.