Iâm in Tucson now and will travel to Ohio for a store visit on
Sunday for a week. So I took care of personal business before I left
- I ordered flowers to be delivered on Valentines Day for my wife and
daughter.
Across the street from my old store is a florist that Iâve used for
years. Owned by a man and woman, not related to each other. The man
is older and used to be a customer. He asked how my consulting was
doing and I told him was as busy as ever. So I asked him how his
business was doing.
All I heard was how the economy since 9/11 was terrible and their
bridal business was really down.
âThe stock market hurt the bridal business because dad doesnât have
the money for a big wedding anymore. Flowers are the easiest things
to reduce in the budget. How have you seen business in retail,
David?â
I told him that Iâve met jewelers who were struggling and Iâve also
met jewelers who had 20-25% increases last year.
âHow is that possible?â
I continued to answer with âEasy. These people continue to advertise
and market. There is less business but there are people who need
jewelry and they capture them. They also STEAL business from other
stores who have quit advertising and thus are out of the customers
minds.â
âWe dropped our yellow page ads, too expensive.â
âWell thatâs fine, but what did you do to advertise for Valentines
Day?â
Man was I surprised with the answer âWe donât need to advertise, we
canât handle what we get in business. Valentines is great, the rest
of the year is poor.â
So now I giveâm my David Geller!
âYouâre in the perfect business. You JUST made an invoice for my
wifeâs flowers and my address for delivery. You also did the same for
my college student daughter. All youâre missing is getting the
birthdays and my anniversary and you have 3 times during a âslow
yearâ to call me and take care of one of my chores - what to give my
two women on their birthday and my anniversary.â
He says âYeah, thatâs a good idea. But how can you track that?â
âWith this rolodex on the counter you have. Go to Office Depot and
buy a 12 month dividers and put me in for June and October. Simple.â
âWhoâs going to call?â he asks. Now Iâm riled!
âYOU WILL! Or get a student to call for crying out loud.â
Itâs becoming a tough fight. He finally agrees that it would
increase business. I ask this question:
âCan I ask you a question?â
He says, âYes David, sure. What.â
âWHY IN THE WORLD HAVE YOU STILL NOT ASKED ME RIGHT NOW FOR MY
WIFEâSBIRTHDAY, JENNIFERâS BIRTHDAY AND MY ANNIVERSARY DATE? WHY AM
I NOT BECOMING YOUR FIRST ROLADEX PERSON?â
The answer:
âNot worth the trouble. I go on Social Security in June.â
âThen Thomas, youâre set, Please help me finish up this
transaction.â
âCan you wait a few minutes?â the lady taking the order at the
counter asks.
âWhyâ
âSomeone is on line 3 and I canât use the credit card machine.â
"So I tell her âJust write the card number on the receipt and ring
it through later, OK?â
Sheesshhhhhh.
David Geller