By: Bruce S. Berton
If it walks
like duck, swims like a duck, and looks like duck, must it be a
If our genius
analysts (both macro and micro economists) predict gloom and doom,
most likely it will happen or at least point in that direction.
The stock market,
which is a very sensitive barometer, is used by many of these so-called
experts. The stock market makes up about one-third of our economy,
but both small and large private businesses and ultimately the consumer
make up the other two thirds of our economic growth, plus or minus.
I read another
analysis wherein another genius predicted that if the displays at
the retailers are boring and do not excite the consumers, then the
holiday business for this year and continuing in 2006 will be less
than spectacular and a recession might set in.
We will be getting
a new Federal Reserve Chairman to replace Mr. Green-span, and
this might trigger a slower 2006.
The value of
the U.S. dollar is down, so you are spending more off shore, whether
for purchasing of product or getting less pure tourism vacation
Two of our airlines
are in bankruptcy, and I hear that GM could possibly be entering
into bankruptcy. The political arena has rarely experienced such
a divided right and left wing screaming match as in our present
situation, that the 'sky is Falling!
All of the above
and much more is being screamed loud and often enough by the media
so that these genius analysts will make it happen!
I call all these
people the white socks gang, three-piece suits with white gym socks.
They have never been on a retail selling floor, worked in a factory,
never had the responsibility to employ workers, and obtained all
of their knowledge in the classroom.
We are capitalistic
society, and we have the flexibility to move or change on very short
notice. We have YANKEE INGENUITY in a very volatile marketplace.
We are all hands-on entrepreneurs and survivors! We have learned
to focus and market to the consumer and how to attack their spending
methods. All we have to do to be successful is to have the right
merchandise in the right place at the right price in the right color
and the right size! It sounds difficult, but we have been
doing it for years!
Today it takes
hard work, research and focused relationships with your customers.
Marketing is key today, and since our communications are so sophisticated
compared to past history, you can be profitable and have growth
that has potential.
So, if you have
done your homework, if you have put the correct infrastructure into
your team management, and have not only sold your product, but delivered
it on time as specified, the consumer will recognize the value and
make the purchase. In today's market you have to get out and sell,
sell, sell, and give all the customer service required, and you
are expected to try even harder.
I see these
new TV shows like The Apprentice, and in most of these programs
not one of those young people could work for me, especially with
their self-centered attitudes and management styles. You must constantly
teach the skills to your management team. In some cases, these skills
can be outsourced to professionals that have been put through the
You must take
the time to project ahead so that you can conduct proper forecasting
in all areas of HR as well as product needs. The professionals at
Stonefield Josephson have the experience in many industrial sectors
to do realistic Hands On projections to help make you successful
season after season.
selling starts this month. Have a successful Holiday Season
and make the analysts re-think their duck analogy!
is voting at the cash register. I believe that you are professionals,
that you are capable of a profitable Holiday Season, and that you
can create the momentum to carry forward into 2006.
Halloween Monday, the Retail Kings just found out that September/October
sales are much better than expected! Trick or Treat!!
You can have a tremendous treat in 2006.