In Print » August 2010 » Departments » Store ops

The one comment I hear most from retailers in today’s environment is “I never see my sales professional anymore or my favorite vendor has gone to in-house telemarketing sales. I do not get the information I need to run my business on a timely basis, catalogs, price lists, and a friendly visit, call, from my sales professional, to be briefed on what is new and hot.”

The one comment I hear most from vendors in today’s environment is: “How do I reach independent retailers? How many are there? How do I identify them? Who’s who in the independent kitchenware retail market?”

The one comment I hear most from sales professionals in today’s environment is: “I never am able to get in touch with my retailers anymore. I leave messages, they never return my calls. I make an appointment and when I arrive the retailer keeps me waiting to see them for two hours or tells me my three-hour appointment has to be shaved to an hour because something has come up today and he/she is short on time.”

Emails, really, well how many does it take to answer a simple question, one, two, three? Why not pick up the telephone and call? A simple two-minute, to-the-point conversation could save 20 minutes of keying and waiting, keying and waiting and in the end still possibly misconstruing the inquiry or request.

Another customer service favorite experience: office vendor answering machines. “You have reached the offices of Blah – Blah and Blah, Inc. Our office hours are from 9 a.m. to 5 p.m. Monday through Thursday, and until 4 p.m. on Fridays. Push one for the company directory; If you know your party’s extension you may dial it now; If you wish to place an order our fax number is; otherwise hold on for the operator; pause, “All lines are busy at the moment please hold.” Wow! What service, I will never forget these guys.

And then there’s cell phones. Try for peace and quiet — or just courtesy — if you are around 25 people all plugged-in to their cell phones. Then, there are the dreaded receiving gaps that occur while driving, which require dialing, and hitting redial. Speed dial, I love how I can store these numbers and zip to them; “Hello the message box is full, good bye.”

We have become so automated we have lost touch with doing business face to face. Often times a handshake is a thing of the past. Wouldn’t it be nice to get back to basic communications, the kind where we truly communicate with one another other than through a technological toy?

Mr. Retailer I do want to make contact with you and show you what I have to offer but you are never available. When I personally call you are either not there or unable to come to the telephone. I do leave verbal and when available voice messages but you never respond to them. Plus, my emails just do not seem to reach you either. Well, I guess I should call my sales professional maybe he can help.

Mr. Vendor, I really want to buy your product, at least I think I do. However, I can not do it without a catalog and a price list. No, I do not want to study your catalog on line, I neither have the time nor the inclination to scan your website or to figure out what makes it tick. I just need a picture and a price. Oh, and your new 2010 catalog before June 2010 would be helpful too... I know, I know, the first housewares show isn’t until March of every year. But, what’s that got to do with your 2010 catalog and price list. The year starts on January one and I start replenishing my inventory in January. By March I could miss an inventory turn waiting for your new catalog and price list.

As a retailer I am pretty busy in December taking care of customers something I actually try to do all year. It is not an important time of the year for me to see or hear from you, but I sure would like to think you are gearing up for my needs in January because that is when I become a customer to you again.

Communication on a one-on-one basis seems to have become a thing of the past. Great idea, great concept, but sort of old fashion isn’t it? It’s too expensive, it’s too time consuming.

Mr. Retailer, Mr. Vendor, have you ever thought of how much business goes by the board just using your new found toys every day. Is customer supplier contact lost because of the frustration they cause? Hmm! You ought too.

This article is not intended to be a lecture just a reminder of how it was and how it could be again with more common-sense communication.

Robert F. Coviello is the founder and president of HTI Buying Group, an organization of independent housewares specialty store retailers and industry vendors. He is also president of Housewares Tabletop International, a consulting firm that provides innovative solutions to strategic challenges facing companies in today’s dynamic housewares and tabletop industries. Bob has more than 35 years of experience in the industry and is an acknowledged industry expert in the housewares field. If you would like to comment or send us your feedback, please send e-mail to awolfe@stagnitomedia.com or htibuying@myfairpoint.net.