Selling the ugly necklace

Tuesday, February 21, 2012 Posted in everyday, spring

Once in a while we all make a mistake and buy the wrong thing.  We find ourselves saying “it looked good in the showroom” or the ever famous “they must have sent me the wrong item!” Been there, done that, more than a few times I might add.

Then I get the “look” from the ladies as they unpack a shipment as if to say, she must have been REALLY tired when she bought that! As some of you might know, I am at the tradeshows meeting my customers showing them our new products as well as buying late night for the store. Sometimes my judgment gets a little clouded and I am strongly influenced my tired feet to “just get it done” after working for 12 hours straight. At least that’s the excuse I use!

So how do you get rid of that proverbial “ugly necklace”? Which by the way, can take the form of an ugly scarf, vase, wreath or anything for that matter.

This is going to sound a little crazy, but it works more times than not. Put it front and center in it’s full ugly glory! Merchandise that awful looking necklace on the most expensive scarf you can find in your store. Make sure it matches so they buy both! People’s perceived value of something is directly tied to what that item is associated with. That’s why it’s called “guilt by association”. Hiding it in the corner will show your customers that it’s not a good item to consider.  The beautiful things will almost always sell themselves, they don’t need as much help from you!

Also consider wearing the piece yourself with the perfect outfit when you are having an exceptional good hair day. Just remember to take it off before you leave the store! You might be surprised that the ugliest necklace in the store looks fabulous with the right outfit. The other thing I have done is to make the cutest, youngest gal who works for you wear it. Everything looks better when you’re young and cute!

Go on, give it a try, you maybe surprised what happens. The worst that can happen is that it doesn’t work but it didn’t cost you a dime…unless, of course you ended up keeping it for yourself!

 

by MicheleMangiacotti

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Fast forward.

Tuesday, February 14, 2012 Posted in spring

Like most of us, customers in general have a full blown case of the winter doldrums right about now. Any day that is at least sunny is welcomed graciously as we sit in our cars embracing the sun as it warms our faces.

The trees are barren and the grass lacks the vibrant color of green that we appreciate so much in the coming months.  Any signs of birds chirping is like a spring song anxiously waiting to be sung. Spring is renewal. It’s bright and cheerful and everyone anticipates the day when the winter gloves and hats can be put away for the season.

Imagine if they could fast forward to that time of the year that they are longing for?

That’s where you come in. Fast forward to the springtime in your store and give them what they want! Bright and cheery sunflowers, tulips and hydrangeas are tried and true favorites. Spring aprons with beautifully illustrated art by Mary Lake-Thompson http://marylakethompson.com/  are always a good choice. By pairing them with bird nests and spelling out inspirational words you can tell a story of springtime to your captive audience.

Remember that displaying like items by color and theme will pull your displays together easily. I love these candles and journals from Fringe. http://www.fringestudio.com/ Moss green ceramic birdhouses nicely anchor this tabletop display. I used a clear riser for the house in the center  so it has a slightly different height. By doing this, you can put something in front of it with hiding the birdhouse. Weathered gardening pots are filled to the brim with sewing kits from France and miniature silk sachets of lavender buds. Tulip wreathes in pink, orange and yellow embellish the walls to create a bright space.

With the help of some spring merchandise and a little creativity, you may just fool yourself and  your customers into a happier mood. Happy almost Spring!

 

by MicheleMangiacotti

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Seeing red.

Wednesday, February 8, 2012 Posted in everyday, holiday

I am like most retailers that are afraid of buying too much inventory for a short-lived holiday. Valentine’s Day is a perfect example. We know that men and women are looking for a little something for their sweetheart a few days prior to February 14th, but come February 15th, anything that you invested dollars in that is Valentine specific becomes irrelevant to your customers. Unfortunately, this merchandise will need to be heavily discounted or you will have to eat it. Literally, if it’s chocolate. So why do we torture ourselves by buying these items? To capture much needed sales of course.

So may I suggest a crazy idea? Buy almost NOTHING specific to this holiday other than a few items that require a small cash outlay. Then, go around your store and find everything that can that is red, pink, silver or white and cross merchandise them in the front of your store. I’m sure you have some red scarves and necklaces left from the Holidays? Who doesn’t have some silver jewelry in their store?  How about getting a bag of cinnamon hearts and filling up a tray by placing some silver rings and bracelets in it? The hearts keep them in place, and at the same time screams take me to your sweetheart.

It’s all about the power of suggestion. It’s so simple. Giving your customer the idea that anything on that table is the most perfect gift for their significant other is so easy. Who amoungst us didn’t learn how to cut hearts out of red paper in the first grade? Cut a whole bunch of small ones out and randomly put them on a table. That will cost you under a dollar and worth the investment! Sometimes it just takes a little thought and you can not only move your existing inventory out the door faster, but save your valuable dollars for other items that have a longer shelf life.

So instead of seeing red the day after Valentine’s Day when it comes to sales, see more green. It’s a far better color any day of the year.

by MicheleMangiacotti

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These boots were made for walkin’.

Wednesday, January 4, 2012 Posted in spring

The countdown is on. It’s “t” minus 5 days till take off. There are last minute lists to complete and the dreaded packing of the suitcase. Included as part of this tradeshow ritual is the dreaded “weigh in”. I’m referring to both myself and my suitcase. Neither of us can afford to be overweight.  Excess baggage can be costly in more ways than one.

At the tender age of 46 (I still can’t believe that number) and 10 years of Atlanta tradeshows under my belt, (which by the way I will be choosing only three for the trip) there are a few things that are critical to my survival.

  1. Comfortable footwear
  2. Healthy snacks
  3. Hand sanitizer

So how does someone stay “fashion forward” and as my son would say “kinda funky mom” without wearing high heels that should be left at home?  It always cracks me up when I see a woman attempting to walk in footwear that has a heel that reminds me of a set of chopsticks. As if buying isn’t challenging enough, why do they insist on appearing to be balancing on a tightrope? Luckily, Santa Claus (yes, I still believe in him) brought me two new pairs of brown boots for Christmas! Let’s just say that these boots were made for walkin’. Both are made by Frye and are unisex, so ladies let your husbands and business partners know about these beauties. I did not realize my super comfortable black Frye boots had a male version until I walked into Peter Schauben’s showroom and he had the same brand of boots on, only in brown!  They don’t pinch your toes and have enough room to put foot inserts in for a little extra cushioning.  And ladies, you can wear them with pants, tucked in or out, with a sweater dress or skirt.  Did someone say “funky”? Oh yeah, my son said that.

Second, bring some healthy snacks like prepackaged almonds or granola bars. And for heaven’s sake, keep your hands out of the candy dishes at the showrooms! Especially the unwrapped ones. The worse thing you can do is get sick during show cycle.  Do you have any idea how germs on those unwrapped M&M’s? How can you possibly stay focused when you have a runny nose and watery eyes?  Which brings me to the third item you need to arm yourself with. Hand sanitizer. Do yourself a favor and stop by and get a free purse size bottle. It will give you the best chance of staying healthy without drying out your hands because it has aloe and essential oils in it..and it smells nice. It’s the least I can do after you have taken the time to read my blog.

I hope you have a great show and feel free to swing by to say hello, grab a drink and maybe a bite to eat! You can find me in Building 2, on the 18th floor at Peter and Louise’s place.  http://www.appelmanschauben.com/

by MicheleMangiacotti

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The three second rule

Tuesday, January 3, 2012 Posted in everyday, spring

 

Oh Atlanta. There’s so much to see. Maybe too much. Could it be the three skyscrapers that are 18 plus floors each? Let’s not forget the new West Wing in Building 2. How can you possibly see everything? I have come to the conclusion that you just can’t. We are human after all, and have the ability to take in just so much.

Imagine doing all your shopping from 6-9pm? You say, the showrooms aren’t open that late? Well, it’s amazing was a sales rep will do for you when you are a good customer. You see, I am in our showroom (Appelman & Schauben) http://www.appelmanschauben.com/ all day greeting my Mangiacotti customers and I can only do my buying after 6pm. I need to be there in the showroom as much as possible. Sometimes, this is the only chance I get to connect with my customers who have become dear friends over the past 10 years. It’s the fine art “splitting oneself in two” that I can’t seem to master.

So as you can imagine, time is of the essence for me as a buyer. I buy quickly and with my gut instincts. I have never been a “waffler” because I don’t think you can be successful in this business if you are not confident. That’s why the “three second rule” is so valuable:

Spend no longer than 3 seconds to decide whether or not you should buy something. If you have second thoughts, I always say, “be done and run”. You’ve  got lot of ground to cover!

Here are some other helpful tips:

  1. Can you find at least 3-5 items that can tell a visual story to make an impactful display?
  2. Does it make the hair on the back of your neck make a hoola hoop?  Is it so unique that your customers have nothing to compare it to from a pricing standpoint?
  3. Does it fit  within the price range your customers are used to seeing in your store? Is it a reasonable price for what it is?

I know it seems so incredibly simple, but trust me it works. It’s allowed me to steadily grow my business even in this horrible economy. Why you ask? Product mix. To buy the best items, you need to see them first. You’ll never get it done unless you move quickly.

Good luck and stay tuned for my next blog, a survival guide to keep you comfortable and healthy as you walk down those endless halls and aisles!

by MicheleMangiacotti

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