Open Apology To All Retailer Clients

Today, October 7, 2008 I have a confession to make to each of you. Especially to those who have heard me say repeatedly that I never listen to the media, and when I am forced to listen, I spit the foulness out of mind and forget it as fast as I can.

But I have to confess that the last few days of September I got wrapped up in the doom and gloom drama with which we were all being firehose-sprayed. Like you, I was beaten down by a "man bites dog" news media mentality in league with a "things really stink and I'm the only one armed with air freshner" campaign waged by both the Obama and McCain campaigns.

And so it was, almost with great fear and trembling, that I watched for the September numbers to begin coming in from the stores. My real fear was that- even if things aren't really near as bad as our politicians and news media proclaimed- too many people (clients and customers) would hear it, accept it, and act accordingly. As the numbers began to come in, I half expected that the very sheets I printed them out on would be limp with fatigue and dripping with economic trepidation and terror.

Here's what emerged:

1. A store which was closed for the first full week of Setember due to hurricanes- and whose customers were without power for two weeks- had an increase in sales over a good September last year. No heavy markdowns were taken, no extra dollars were spent on promotion.

2. A store which was closed the first full week of the month for remodeling ended the month with an increase over last year- and the "Grand ReOpening" event has not even yet been launched.

3. In total, after 85% of client stores reported in, at least 60 % saw a nice increase in sales for September this year over September last year. What's more- those stores which have been seeing decreases in business actually saw for the most part- smaller decreases than normal. If I add up every client stores' sales volume for September (to get "my" store volume) this year, and compare it to September last year, then "my" store saw a 7 plus % increase in sales for the month.

It gets better- so far this month, between the 3'rd and through today the 6th, I have worked plans and held strategy meetings with 6 client stores. Including 2 who have been struggling somewhat to hold their own. Based on 2 to 5 days selling so far this month, the trend is that every single one is headed toward a healthy sales increase! Yes, it's an early trend- but with all the doom and gloom out there, you would think that nary a customer would have darkened any store's doorway. Yet, the trend is very positive!

So, I humbly confess that I committed the unpardonable business sin against which I have preached to you all over and over: I became seduced by the naysayers and assaulted by the vulgarity of pessimism. I sincerely repent for this one moment of weakness, and I ask your forgiveness.

I also want to apologize for not giving YOU the credit you deserve. I know that you approach half a glass of water and you may see it as half-full, or even as half empty. But I know that when you approach it, you are carrying a refill pitcher so that you will leave it neither half full nor half empty.

I know that you know that even those who say they are "realists" rather than pessimists, only apply the term "realist" when they are assesing something as being less than good, and the term of being "a realist" is never used by someone enjoying the beauty of a sunset or the laughter of a child.

I know that you know that you are an entrepreneur, and as an entrepreneur, you know that you are in command of you and your own welfare and that it is you who will successfully navigate your business through waters both choppy and calm.

I know that you know that all growth, all success, is born of creativity and innovation. And, I know that you know that creativity and innovation themselves can only be conceived and brought forth from a mind fertile with optimism, and an attitude strengthened by hope.

I know that, like me, you feel fortunate that none of our friends, neighbors, and countrymen will ever be satisfied with only a cave for shelter, an animal hide for clothing, and a hunk of raw meat for food. As long as that is true- we will do business.

Lastly, I know that, like me, you are proud to be in the business of providing "feel good" things to people who desperately want- and need- to feel good.

I am so grateful for you, and the work you do in your shops every day for this country, and the world!

ABOUT THE AUTHOR: James Hallman has over 40 years in retail management, both corporate and entrepreneurial. For the last 18+ years, he has operated The Hallman Company, a retail consultant agency based in Atlanta, Georgia. The Hallman Company specializes in bringing best-of-class services to best-of-class specialty retailers. Services include inventory planning with pre-calculated open to buy, and team management training.