Tuggeranong Hyperdome Shopping Centre
Cnr Anketell and Reed Streets
TUGGERANONG ACT 2900
Telephone:
02 6293 1000
Facsimile:
02 6293 1232
Website: www.hyperdome.com.au
MEMORANDUM
To
Retailers and Store Managers
From
Jeremy Wilson – Retail Manager
Subject
Retailer Awards
Date
6th August 2014
Dear Retailers and Store Managers,
On the 26th July we held a special gala dinner for the recipients of 2013/14 monthly and quarterly awards.
During the evening we were privileged to have Martin Grunstein a leading expert in customer service
present.
To our great delight on the night we also announced the Retailer of the Year awards!
Please join us in congratulating the following recipients:
Food Retailer of the Year:
Visual Merchandising Retailer of the Year:
Lenard’s Chicken
Pandora
Colonial First State Global Asset Management Pty Ltd ABN 39 060 482 635 as manager for
Tuggeranong Hyperdome
Athllon Drive, Tuggeranong ACT 2900
Telephone: 02 6293 1000 Facsimile: 02 6293 1232
Mini Major/Major Retailer of the Year:
Customer Service Retailer of the Year:
The Good Guys
The Athletes Foot
And Specialty Retailer of the Year:
Just Cuts
Again congratulations to all recipients
on the night and to those who
received an award during this last
year. It is testament to the fantastic
job you all do in delivery of your
business!
As indicated above Martin provided a
presentation on what we do in our
business that adds value and how we
can communicate that to our
customers to drive better results.
Over the coming year he will be
providing further insight in what we
can do to better engage with our
customers and we’ll distribute his
pearls of wisdom via our quarterly
newsletter. To get the ball rolling
below is his first article for your
perusal on the ‘Curse of Eroding
Margins’ and how to combat this. I
trust you’ll enjoy.
THE CURSE OF ERODING MARGINS….AND WHAT TO DO ABOUT IT
By Martin Grunstein
Margins in most industries are eroding. Some quite markedly. Fifteen years ago the retail margin on
computer hardware was close to 50%, today it is less than 10%. Fifteen years ago real estate sales people
were getting at least 3% commission on the sale of a property, today it is 2% if they are lucky. In ten years
it will probably be 1%. In many industries I can buy goods online that retailers would have to sell at a loss if
they were to match price.
Why is this happening and what can be done to arrest the decline?
The “why” is simple and is self-inflicted. The “how to arrest the decline” is also simple and is within the
ability of each of us.
The reason margins have eroded is because players in each affected industry have commoditized their
offer and made price the only differentiator in their marketing.
Take the travel industry. Years ago we would go to the travel agent and discuss the excitement and
possibilities of our future overseas trip. The discussion would be on the experiences and adventures we
might have and the consultant’s advice would play a big part in the decision we made. Today, it is all about
cheap airfares on the internet and we don’t seek the advice of the travel consultant because
tripadvisor.com gives us information which is more powerful – feedback from other travellers, and we make
our decisions accordingly.
What about the car industry? Almost every car dealer advertises they will match the price of any
competitive offer. It used to be that Ford’s biggest competitor was Holden, now a Ford dealer’s biggest
competitor is another Ford dealer and a Toyota dealer’s biggest competitor is another Toyota dealer
because the car has become a “commodity”. How is that affecting the industry? Thirty years ago a car
dealership was a hugely profitable business and many multi-millionaires were made from selling cars.
Today, the sons of those multi-millionaire car dealers have taken over the business and struggle to service
their mortgage because there is little profitability in selling cars these days. I was at a conference of a major
motor vehicle company and they announced to the dealer principals in the room that dealer profitability on
new cars nationally for the whole brand was HALF OF ONE PERCENT.
There are many, many other examples of industries that have given their margins away and are now
blaming the consumer for being price-preoccupied and complaining that they can’t make any money.
The more interesting question is how can this decline be arrested and what can businesspeople do to get
the margin back into their business?
I have a simple answer to this dilemma that I have seen clever companies use in their businesses. I use it
in my business and you can use it in yours.
You need to sell an INTANGIBLE and not a commodity! People will pay more for an intangible than they
will for a commodity, even if the product concerned is identical.
Let me give you several examples.
CRIMSAFE is a company that sells security screen doors and it has quite a few competitors. About five
years ago they ran one of the best radio advertising campaigns I have ever heard. The voiceover said
something like “Imagine what it would be like if someone broke into your house and hurt the people you
love the most”. There was a pause so the listener could imagine something terrible happening to their loved
ones. Then the voiceover continued “CRIMSAFE. Makers of the best security screen doors in Australia”.
And sales skyrocketed. Why? Because CRIMSAFE stopped selling screen doors which are a commodity
and started selling FEAR which is an intangible. And people will pay much more to avert their fear than they
will pay for screen doors.
When our children were young, my wife and I were planning an overseas trip to celebrate a landmark
birthday, leaving the children with a live-in nanny for two weeks. A month before we were due to leave,
someone broke into our house while we were asleep and stole cash from our bedroom. We made the
decision the next day that we would not travel overseas if we didn’t have the best security screen doors on
our home to ensure the safety of our children. And we bought those screen doors and we didn’t care what
we paid.
The people in the security screen door industry say the best thing for their business is when people get
their home broken into. It creates the demand for their product and price is rarely an issue. CRIMSAFE
worked out the second best thing. And that is to plant the image in the consumer’s mind of the fear that
something bad might happen to them and offer CRIMSAFE as the solution to the problem. And that’s what
they did.
Margins in the FEAR industry do not erode!
What intangible does the expensive nursing home sell to the children of the prospective resident of that
home, knowing that the costs of looking after that resident will come from the children’s future inheritance?
If you can’t get it yet, let me make it easier. Imagine the salesperson from the nursing home saying “After
all your mother/father has done for you, don’t you think they deserve the best of everything in their final
years?” They are selling GUILT. Of course, they are. And guilt sells!
I have a friend who is a retired wedding photographer. His fees were usually up to 50% higher than his
nearest competitor. His strategy which had a 90% conversion rate? After he presented the father of the
prospective bride with the quote (which usually led to a jaw dropping), he looked him in the eye while the
mother of the bride and the future bride, herself, looked on, and he said “Do you love your daughter enough
to have the best of everything on the most important day of her life?” And then he just paused and waited
for the reply which was YES in over 90% of cases.
You can make much more money selling GUILT than you can selling photography.
It can work in just about any industry. I got my own personal strategy from the cosmetics industry. Do you
know what REVLON and other cosmetics companies sell? They sell HOPE to women! It may not be in their
public mission statement but you can bet their marketing people understand it. And that is why cosmetics
that cost $75 for a small bottle of goo sell better than cosmetics that cost $20. Because there is more
HOPE in an expensive bottle than there is a cheap one. And when you link that with a celebrity who
endorses the product, you get the consumer making the irrational (but profitable for the cosmetics
company) decision that if they buy that $75 bottle of goo, they can look more like that beautiful celebrity.
If you are a man and you are now laughing about how vain and stupid women must be to fall for that, how
do you think the golf industry works? It has been said by more than one golf equipment marketing
executive that “golf is a multi-billion dollar industry based on irrational hope”. NIKE can sell expensive golf
clubs to hacker golfers with minimal ability (but lots of money) on the ridiculous premise that, by buying
those clubs, they will be using the clubs that Tiger Woods uses and they will play a bit more like him.
Unbelievable? Yes. Effective? Also yes.
HOPE is also what every consultant sells. It’s just that most of them don’t know that’s what they are selling.
And I can make more money selling hope than selling a 60 minute presentation at a conference. How do I
do it? I make my testimonials the centrepiece of my marketing. I have a page of about 40 testimonials on
my website and while some of them talk about the humour in my presentation and the work I did in
customizing my message to the audience, the overwhelming impression to a person who reads some or all
of them is “These people were really happy with their decision to engage Martin’s services” and I am urging
them to HOPE (and believe) that if they hire my services, they will feel the same way after THEIR
conference. If I sell an hour of my time, that’s a commodity, if I sell the hope that the CEO of my client
company will feel he/she has made a good decision, that’s an intangible and is harder to put a price on.
What we must do as salespeople who value our margins, is get focus on the result rather than the
product/service. An hour of my time is worth $X and can be undercut by a competitor offering an hour of
his/her time cheaper.
The CEO picturing the good feeling after the conference (like so many others have had) and calculating the
return on investment by his people changing their behaviour as a result of my influence – that has to be
worth much, much more. And it is.
What are you doing in your industry? Are you selling a commodity or an intangible?
Indulge my humorous side for a moment.
Here’s how a retail shopping centre would look if retailers sold intangibles instead of commodities.
The jeweller wouldn’t have “50% off” in the window, he/she would have a sign that says MEN: ARE YOU
TAKING YOUR RELATIONSHIP FOR GRANTED? BUY YOUR PARTNER SOME JEWELLERY BEFORE
SOMEONE ELSE DOES AND YOU LOSE HER FOREVER.
The optometrist wouldn’t have “Buy one get one free” in the window he/she would have THINKING OF
GETTING MARRIED? COME IN FOR AN EYE TEST. YOU MIGHT CHANGE YOUR MIND.
The pet shop wouldn’t have “Puppies half price”, it would have PARENTS: IF YOU DON’T BUY YOUR
CHILDREN A PET, THEY WILL REMEMBER IT FOREVER AND THEY MAY NOT DO EVERTYHTING
THEY CAN FOR YOU WHEN YOU ARE OLD AND DEPENDANT ON THEM.
Obviously, I am being facetious with the above examples BUT if they were the type of signs in the window
rather than “SALE” or “50% OFF” which seems to dominate the retail landscape, don’t you think the
retailers’ margins may be a bit better than they are?
My challenge to those of you who are in industries whose margins have eroded is to shift focus. If you take
the two industries I quoted at the start of this article, if real estate agents were selling STRESS
MANAGEMENT to vendors, then commissions may go back to 3% instead of down to 1% where they are
heading at the moment. Other computer companies should learn from APPLE who got out of the computer
industry years ago and got into the ENTERTAINMENT industry which is much harder to put a value on.
And if you are lucky enough to be in an industry that isn’t suffering from eroding margins, you are probably
selling intangibles already but if you aren’t, do it before your competitors do because there is no reason
why healthy margins can’t be maintained or improved upon if you provide the right solutions.
I hope the above is helpful and I look forward to Saturday when I can enjoy my game of HOPE, I mean golf.
Martin Grunstein’s outstanding results with over 500 Australian companies across over 100 industries has
made him this country’s most in-demand speaker on customer service. He is contactable on 0414933249
or through his website www.martingrunstein.com.au
I have no doubt you got as much from Martin’s article as I did.
Don’t forget we are now in a new financial year and we’ll be rolling out another Retailer Awards program, so
keep doing what you do best you may find yourself a recipient of one of our monthly or quarterly awards!
Kindest Regards,
Jeremy Wilson
Retail Manager