P22,23 retail profile:SGBGolf_NEW_template 18/06/2009 14:51 Page 23
Clubsport Profile
the country, so meetings throw up new The importance of selling to clubs Simon
opportunities. Simon says “I always come away summarises in one word: massive. It’s a constant
from meetings feeling I’ve learned something effort through e-mails, text, telephone and visits.
new.” He instances as two cases archery and the It’s hard work but it’s worthwhile, because it
Fit Flops brand – and you could hardly get two generates new business. You have to be
more different products – which have turned into competitive and give top-line service. Best advice
proven sellers for him. is to remember that you’re dealing with
The business uses press advertising and has also personalities, not clubs.
built a database from which they send a regular Simon’s complaints about the trade are, in
e-mail shot. They also use available brochures effect, the opposite of what his business does
and, in the Animal stores, use ‘buy this, get that well. People promise but don’t deliver. They
free’ promotions. The bottom line of their demand a twelve month pre-order and then
marketing, however, is to do whatever customers product doesn’t turn up. They don’t
want to get the product they want. It’s that communicate (boy, have I heard that failure in so
‘service is key’ mentality again. many business sectors). Reps don’t visit but the company still wants orders.
This reflects itself in the strengths and weaknesses that Simon recognises in Suppliers are not accessible – you can’t even get through to them on the
the business. On the one hand, they reckon they’re good at internal telephone. The worst aspect of all this is that the retailer has but one recourse:
communication, sharing and using success stories between the branches, not to pay the bill. As Simon says, ”If I treated my customers that way I
which reflects itself in being approachable and reactive with customers. The wouldn’t be in business.” He calls his treatment from some suppliers shoddy.
weakness is a parallel – they try to please too many people, too much of the To any guilty party – nationwide – I say: shame on you.
time: “we say yes too often.” If you’re going to have a weakness, that’s the For the new entrant to the trade Simon has a bullish picture. The big retail
one to pick. groups are struggling, which gives independents a real opportunity. Rents are
Staff training is important and depends on internal resource because the falling as well. Good people, he says, will do well. Note the ‘good’.
business is in a geographically isolated area. Reps are invited to management To trade through the current recession Simon recommends – again – a
meetings with the detail passed round, although some reps fail to be focus on customer service. Certainly you have to have the right product at the
available. Simon recognizes that, thanks to the internet, some customers have right price, but looking after customer needs is critical. He also recommends
done their research. For them, bullshit doesn’t baffle brains – better to lose a concentrating on what you know best and avoiding unnecessary risk-taking.
sale than try it. Organic growth is achievable. Don’t be a busy fool.
JUNE 2009 SGB SPORT 23
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