USA - Notes from Andy Schofield
Well, as you saw by my earlier email this week, it wasn’t the best of weeks… in more ways than one.
I don’t want to hang on the fact that it was bad – we all know it was tough and I know you all tried your best to get and make every sale count.
I’ve asked some of your peers that made target last week to share with us some ideas and thoughts of how they’re hitting the top spots…. Some of them are up here weekly and I think it’s a good idea to see what they have to say.
Some of you will read their comments and think “Yeah, I do that” but we all need a “Re-fresher” from time to time.
Remember, Team Talk & Back Chat is for you guys…. It should have both of our input into it!
We closed the week at 66% against target and 79% of last year – Ouch!
Ready Made did 83% of the week and a very similar 96% of Last Year.
Made to Measure on the other hand didn’t do well at all closing the week with only 39% against target and half of last years numbers….. with 50% off this was a rough one guys.
Week 6 - Super Stars!
FORT BRAGG – Adelle always seems to be at the top spot lately and this was week was no exception. Closing out the week with 115% of target, over $5000 in sales and 157% over Last Year this was a result we would all like to see.
I asked Adelle what she felt helps her in making target most week… other than her goal of hitting a Grade C branch this year, Adelle also added:
“Sometimes, it’s just a case of being there to serve the customers. Most times AAFES don’t have anyone around so I’ll step in and help them. They usually end up buying my product – after I’ve talked them into it!"
"There are a lot of customers that think we can’t fit them but I explain to them about Made to Measure and they are so happy that we have something for that 6ft 6” guy – that fits!"
"Another Trick I use is to make sure that when they are in the dressing room I put together a full look of shirt, tie and sometimes cufflinks. 99% of the time they buy it and are very grateful for the help. Most of these guys get very confused with what to wear because they’re in uniforms all day.”
BUCKLEY AFB – This is a tough branch (I know, I broke my foot in two places setting the shop up back in 2003!!) and Paul will probably be the first to admit it!
Finishing the week last week with 107% however bumped the branch into the limelight! As most of you know Paul covers Fort Carson but also makes a trip over to Buckley a couple of times a week.
Good planning and thinking about what stock he has to move between the two stores helps Paul to hit his targets – OK, so not every week but as some of you know that cover satellite branches, it’s a tough job to do.
Paul wrote:
“Hopefully this doesn’t Jinx me! There isn’t much happening in Buckley’s neck of the woods lately, but some of the things I try and do to contribute to a decent week from time to time are:"
- "Stock rotation, display change and update signs on a frequent basis. (swapping front/back dept sale/non sale etc)"
- "If possible, a Rolling Rack of fragmented sale clearance out in walkway for the w/end."
- "Coors field/Mile high stadium is home to the Denver Broncos/Rockies which may attract seasonal passing traffic to Buckley."
- "Our Selection, Quality & Value can still compete well with other local specials."
- "Seasonal Tax, vacation & other financial periods"
- "Host Store clothing specials and demo attractions"
- "Introducing MTM and regular priced RTW garments first to our customers instead of just sale M/D can sometimes make all the difference to a day’s trade"
"Hope this helps! - Paul"
FORT DIX – Another strong week from Nicky this week with a result of 104% over target and 138% over Last year.
When asked what makes the difference for her branch, Nicky answered:
“I make sure I approach every customer – even the ones that are in the AAFES Chaps department! I’ll show them everything and try and sell a shirt and tie with every suit.”
I know for a fact that Nicky will also walk the store if it’s quiet and literally “Pull” customers into the department to buy a suit! (What ever works Nicky!).
FORT SAM – Also had another good week last week. Jeff closed out the week with 101% of target and over $5300 in total sales… not the biggest week the branch has ever done, but as I said earlier – it made target in a very hard week.
Jeff commented (After a bit of coaxing…. He’s shy ya know!)
“There is one particular sale that made last week attainable. One customer that I‘ve been helping for the last 5 weeks decided that he needed another Sports Jacket to add to his collection that he had purchased from Alexandre in Europe. He decided or should I say “I changed his mind “and he ended up purchasing 2 suits with 3 trousers.
Total sale came to over $1800.
This is one example how the week can change dramatically if you sow the seeds, be persistent are willing to follow up and then reap the rewards.
This one sale and a good day on RM’s achieved total sales of over $3700 on Saturday and now the week is looking more promising and both targets look achievable and were attained...
Neat & Tidy dept: (Take a look at your dept as a customer)…Would you buy a $400 suit here? If the answer is NO then change the dept around: Re-due displays make the whole dept more inviting with seasonal coordinated shirts/tie/ cufflink combinations. These add on sales are huge when totalled for the year and when the dept is more inviting, neat, tidy and sized, extra sales when your not present are more likely…(More commission and chance of bonus!)”
I knew I could get Jeff to make some comments – It was hard…. To get him to say anything!
So, from reading these comments you can see that the one thing that is a common factor between them all is “Multiple Sales”
We talked about this at the conference and I am sure you all remember the comment that I made about all of us selling one shirt and a tie with every suit or jacket we sold – we would have made almost 1 ½ million dollars in accessory sales alone!
That is an astounding figure. Who would think that selling a shirt and tie with a suit would make such a huge difference at the end of the year?!
I know you’ve all heard it before but look at this exercise as a “Friendly Reminder” of what we can achieve…. Even when it’s bad out there.
Good Luck this week everyone - Andy Schofield
