First, a little perspective. No retailers, consumers, suppliers, reps or distributors are likely to live ordie because we buy or sell and install or, don’t buy or sell and install a radio. That being said… I contend that specialty retailers have the capability to, and often do, exercise a great deal of power.Creation is the source of this power. A Specialty Retailer is in the business of creation in manyforms. Most important: He creates demand for his services over the many other places where aconsumer can secure such services. He creates demand for products that have yet been introducedby others; before there were stacks of prefab-subwoofer boxes specialty retailers created them byhand (lots of trial & error) in the shop. Before there were keyless entry systems in ALL cars,Specialty Retailers created them (from the common alarm). Before there were hundreds of “ampkits” on your walls, Specialty Retailers sourced heavy gage flexible power wires, audio cable andRCA jacks and created a need for this profitable category. Before there were iPad dash kits,Specialty Retailers identified a use for the iPad in the dashboard, created a need for the iPad in thedashboard and created the kit to make it happen. For sure, there…

Lots of times we are just thrilled to close a sale.  I am afraid, on the other hand, that we often don’t remember to let the consumer know what else might make his purchase more complete and fulfilling.  This practice is sometimes referred to as an add-on sale.  That term might be encumbered with some negative connotations.  I prefer to call it educating and creating demand or ask & introduce.  I am reminded of a story involving two guys, Alan Shebroe and Eddy Kay, with whom I had the pleasure of working the retail floor.  Alan did it.  Eddy tells it.  The products date the story.   BUT the idea is quite contemporary.  In short it goes like this… Consumer comes in the store, picks up a blank VHS tape, takes it to the counter to pay.  Alan engages the consumer…  (Nothin’ better to do…) Alan:  What are you going to do with that blank tape? Consumer:  Record a TV program. Alan:  What kind of VHS  recorder do you have? Consumer:  The kind that sits next to the TV.  Alan:  Have you heard about the new portables?  You can record from the TV, AND you can take it with you on…

If you accept the contention that the highest value asset owned by a specialty retailer is a long-term, profitable relationship with the consumer, read on. It is most important to take complete responsibility for the care and custody of your consumer during his education, buying decision and purchase execution process.  Allow me to relate a recent experience…  Somebody tried to break into our warehouse.  I felt it was important to upgrade our security.  Naturally I went to our current service provider.  “We’ll call you back”.  Next I went to the Internet and began making calls to perspective suppliers.  After talking with at least five morons I lucked into a conversation with a decent salesman, #6.  He knew to qualify me in order to make a proper assessment of my level of security system knowledge, motivations, wants, needs and resources.  When we got down to the product nitty-gritty it began to fall apart for #6.  The guy responded to my “will it… and how does it…” questions with, “I don’t know.  We are not trained on those details”.  Next #6 lost it altogether.  He said, “you should go to the product website, maybe that will help you”.  So I did.  The…

Black Friday has actually become a Thursday event — right on Thanksgiving Day — as some retailers plan to beat the rush and open right after families finish their meals. I remember when stores would open at 7 a.m. or 8 a.m. and offer all kinds of super specials and door-buster deals to get shoppers in the doors as early as possible. Totally understandable. Then the start time somehow got earlier and earlier — 6 a.m., 5 a.m…and then the Midnight Madness events. Well, this year it has reached a new low. Forgive me for sounding like the Grinch, but why do stores need to encroach on the Thanksgiving holiday? On Thursday, Nov. 22, Target will open at 9 p.m. Not to be outdone, Walmart opens its doors at 8 p.m. Doesn’t tryptophan affect anyone? And isn’t anyone interested in watching football? Apparently, the answer is no and no. According to Target’s executive vice president of merchandising, “We heard from our guests that they look forward to kicking off their holiday shopping with deal-hunting on Thanksgiving night. Opening at 9 p.m. gives Target’s Black Friday guests a more convenient way to create an after-dinner shopping event that the entire family…