Uncommon Common Sense #6

I hold an MBA in management. Believe me; I am not trying to impress anyone; in fact, quite the opposite. If I were in business today, I would trade 5 MBA's for one person with great common sense. They, of course are not mutually exclusive. An MBA can surely have common sense and many do. If one has both, so much the better. But I believe that common sense trumps almost everything else. I have been posting some Common Sense examples on my blog for over a month now. Most are not particularly monumental, just small sketches of what I mean. If you have missed any, please go back to earlier posts. If you disagree with my views, that's fine. I, at least caused some reflection about them. This is Example #6.

Common Sense Example #6 Proactivity. Business today is not easy to generate; not exactly a news flash to anyone. It is surprising then, that retailers are not more proactive in bringing in business rather than waiting (and praying for it to come through the door). Of course, I am not privy to the workings of many businesses, but it still seems like its business as usual to me. I am sure some businesses are proactive but I know that many are not. Yes...retailers still advertise in the paper, on TV and Radio, on-line and elsewhere but all of these efforts are designed to increase in-store traffic. Especially, during the tough economic times we have been experiencing for the past few years, it just makes sense to venture outside the four walls of the showroom to go out and sell something.

There may well be markets that are untapped that need products the company sells... Hospitality- Restaurants, Hotels, Boutiques, Cocktail lounges, etc.; Corporate - Commercial offices, stores, banks, etc., Condominiums, Resorts, RV Dealers, Yachts just to name a few. Would it not make sense to make a contact with them to make a presentation?

Sales people can sit and wait for their next "UP" or they can work to bring some business into the store. Employees already on the payroll armed with pre-developed marketing programs might contact potential customers regarding: Engagement and wedding announcements and Birth Announcements. They might go back to newspaper archives 1 to 4 years for Birth announcements. Those babies are now little boys and girls in need of kids' furniture. Perhaps a contact with the Mom and Dad might result in a furniture birthday present for the toddler. Maybe a ‘give-away' birthday present for the toddler retrieved in the store might be an incentive and a reason for the call. How about real estate purchases and closings and Management promotions (With promotions comes higher salaries)? All of this information is readily available just waiting for a retailer to act.

Workers employed in the public sector that have relatively little risk of job loss may be potential customers with little angst about keeping their jobs. The percentage of sales for the cost of advertising can be very small since it is a targeted segment. Teachers, Postal workers, Firefighters, Police Officers all may represent additional business and they all have organizations that represent them. Visit them; maybe with an offer of a ‘Special Night' or with private ‘Specials of Appreciation'. Everyone likes receiving opportunities that others don't.

Also, consider special promotions for workers in fields that are much in demand with good job security such as Nurses, Physicians, Dentists, or other health care workers. Seek out professional organizations that can become a part of the promotion.

If sales are not acceptable then it only makes common sense to proactively go out and create the demand.