Charity does begin at home!

From 1st October 2013, I will be supporting the British Heart Foundation by making an annual donation based on every single order placed throughout the year that is accredited to me through one or more of the principles I represent for all brands. 

The BHF is a charity that I have supported in various ways over the years. My father suffered most of his life with a heart condition, and it was because of this and after careful consideration that I chose BHF.

Having had the experience of seeing how Heart disease can affect individuals and their families, I felt that this was the right charity for the agency to support.

My company is in it's infancy, but with the support of my customers, as my company grows, so will the size of the donation.

I have for many years done my bit where I can. This has been either through something as simple as purchasing a lapel pin or wrist band to organising and raising funds through a charity auction for my local children's hospice, or taking part in the 3 peaks challenge. However, this is the first time that I have made a commitment to one specific cause.

Why am I doing it? From the time I made the decision I have felt better about myself. For so long it has always been about taking, but now I have this wonderful satisfaction and feeling of giving something back. It is also another goal that will inspire me and give me the motivation to succeed.

It is not just about being successful to support me and my family, but it is also now knowing that failure would mean letting other people down.

For me, I am able to assist by donating funds, for others, they give their time as helpers, carers, shop assistants or event organisers and participants. It is a sad reflection on our society that these organisations have to rely on this form of funding, but that is just the way it is.

It is my belief that everyone has at one time or another either directly or indirectly been assisted by a charity or organisation that has had to rely on donations, so it is our duty to support them.

So, for every customer that purchases one of the products I represent, they are indirectly doing their bit. To make it clear, I am not being paid any more to be able to contribute and I am not asking for direct donations (although you can!). 

With so many charities relying on the good people of Britain to support them, If you are not already, why not give it a try, and see how much better you will feel about yourself and the knowledge that you are making a difference for your chosen charity.

Whether it is one of the larger organisations such as Great Ormond Street Hospital (GOSH), Help for Heroes, Cancer Research or just a local charity like a hospice or special needs school in your Town, find one and support it!

John Northwood

How to Get 10x Success with Grant Cardone

Don't be seduced by the "BIG" brands

I have been in sales for 40 years and have seen the principles of selling change several times. Today we have technology as an aid, whether you are promoting your business with a website, twitter, facebook, LinkedIn, Pinterest or other, these are all aids to help us sell our business and ourselves.

However, many people seem to forget that although it is wonderful having all this technology to market ourselves they still forget the basics to support this within there own business.

How many times have you been in to a department store and never been approached by an assistant within 10 minutes of arriving? How many times has an assistant said "can I help you" and you have just said "no" and they have just walked away? How many times have you been told "it is cheaper from X" and you have walked away mumbling "go and buy it there then" and not tried to win that customer round? Sound familiar? 

The "well known" brands in my industry are very clever at marketing. They have slick adverts, nice in-store Point of sale (P.O.S.) products and spend £1000's on exhibitions. These are all very important for the success of their business, but it also assists to seduce you to take their brand and sell it even though X on the internet is permanently giving 20% discount. But you keep persevering, saying to yourself, "I need this brand, people come in and ask for it so I must have it"

STOP NOW! it will kill your business! what makes your business survive? what helps you pay the bills, staff wages, rent, rates and utilities? IT IS REVENUE AND PROFIT!

If you continue to sell products at discounted prices you are reducing revenue, making less profit and devaluing not only the quality of the brand but also your business. Do you want to be known as the shop in the Town that sells "cheap" fabric! Wouldn't it be far better to STOP discounting, protect your margins become profitable and be known for your quality and service which in turn will attract a different type of clientèle. 

Now, I know some of you are reading this and saying "it's not that easy" or "it's ok for you to say." Nowhere have I mentioned it is easy, nowhere have I said you will get a sale everytime, but, why has this particular person come to your shop, what made them choose you. Now one of the reasons is that they may have seen a "big" brand in one of the glossies which means it has served it's purpose for you, but now you have to start converting them away from that. 

Don't try and compete with X, you are better than that! Wouldn't it be far better for you to engage with this customer, discuss their requirements in more detail, explain why you don't discount like X up the road, the service you can give and convert them from what they originally came in for! Explain the reasons why X is discounting, what service if any they are offering, and do they really want the same as what most of the UK population has in their home, which may include their neighbour!

Don't be frightened to try and convert your customer to an alternative. If after all this they are still determined to buy what they came in for then sell it don't lose the order! But you owe it to yourself to have at least tried and have the satisfaction of knowing you did your best and you have a customer that will refer you and come back to you in the future.

Two things you need to do: 

1. Reduce the number of "big" brand books hangers from your display. You don't use them all and you probably never will!

2. This will then free up space to invest in brands such as Simta, Boyle & Butler, Emily McGuinness and Richmond Saville which can compete with the "big" brands and sell at full margin.

Never heard of these brands? Neither will have your customer!

John Northwood