what type of store owner are you? a fastidious, highly-organized Mrs. Clean? Or are you a Se?or Sloppy, living on the edge but somehow making it work through creativity and passion?
MRS. CLEAN. If there’s time to lean, there’s time to clean
SE?OR SLOPPY If there’s time to clean, there’s time to lean
MRS. CLEAN. Uses the ?White Glove? test
SE?OR SLOPPY Prefers the ?Does It Burn Through My Glove?? test
MRS. CLEAN. On your desk: daily organizer opened to today
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SE?OR SLOPPY On your desk: My Little Pony calendar from 1993
MRS. CLEAN. Cleaning horror story: once found a dust bunny
SE?OR SLOPPY Cleaning horror story: once found a bunny trapped in the dust
MRS. CLEAN. Use ?Open to Buy? system
SE?OR SLOPPY Use ?Oh my God, this display case is totally empty!? system
MRS. CLEAN. Bathroom features the distinct aroma of lilacs
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SE?OR SLOPPY Bathroom features the distinct aroma of Taco Bell
MRS. CLEAN. All-purpose cleaning tools: Windex and paper towels.
SE?OR SLOPPY All-purpose cleaning tools: Saliva and your sleeve.
THE END ZONE
the day of love and apprehension
(NOTE: The opinions expressed in this article are not shared by any sales experts anywhere in the world.)
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THEY TELL US THAT VALENTINE’S DAY IS A SPECIAL day for lovers everywhere ? and they’re right.
It’s especially bad.
Want proof? Just have a look at the
depressing findings in this survey of 2,300 American singles by It’s Just Lunch! Inc., an executive dating service that arranges blind lunch dates for busy professionals.
Survey says:
? One-third of men purposely plan on NOT being in a relationship from December to February to avoid the pressures of the holidays and Valentine’s Day.
? 78 percent of men dread Valentine’s Day versus just 22 percent of women
? Of those surveyed that are currently dating someone, 71 percent of women purchase a Valentine’s gift at least five days before February 14, as compared to 9 percent of men.
? 37 percent of men have contemplated a ?break-up? the week before Valentines Day versus a scarce 2 percent of women.
Clearly, this survey suggests a radical revision in our approach to the male buyer. It suggests that appealing to the male buyer by creating an ?aura of romance? in your store is like trying to attract a pig by waving a knife in its face.
It also indicates that jewelry stores today do not include nearly enough of the following features: Beer. Barbecued meat. Girls in bikinis. Touch football. Beer. ESPN. La-Z-Boy recliners. Beer.
Or perhaps it’s time we simply admit that men hate being in jewelry stores, and start designing them with a single purpose in mind: Getting them in and out as quickly as possible. This means wide aisles for fast-walking, jogging or sprinting. No hovering sales people. And most importantly, no choices. In fact, the entire store could contain only 20 or so pieces, each surrounded by flashing arrows and blinking lights reading reading, for example: ?THIS IS THE GIFT TO BUY? FOR YOUR 26?32 YEAR-OLD WIFE ? IN THE $99-149 RANGE!?
Build this, and they will come.
