(yes, really – that’s why I love living in San Antonio!)
Anyway, that’s not really what this post is about – but the manager of the store does love my dog, so she’s always glad when I take him for a visit. Today Yoshi (my dog) was wagging his tail and lightly brushing the bottom row of bourbon bottles. I wanted to move him away from the bottles but the manager said, “That’s ok, he’s just dusting of all of that old stuff”.
I asked why it was “old stuff” and she explained to me it just didn’t sell very well – and I mentioned the fact that the bottles were at floor level, and dusty may account for that!
I remember when I ran a Radio Shack store some 25 years ago – we sold these stupid little magnifying lens headsets things with a light on them. I thought they were dumb, so I never ordered any of them (I was supposed to keep 5 in stock). One day my district manager came in and noticed the peg for these things was empty and asked me why. My response was, “Because they are stupid – nobody ever buys them anyway!”. Charlie replied, “Then why don’t you have five in stock?”.
Of course, I had no answer for that – and I kept my inventory level at the appropriate levels after that – but I never forgot the simple lesson I learned that day – “you can’t sell what you don’t have, and you can’t sell it if your customer’s can’t see it” – so I made the manager of the liquor store a bet – I bet her a case of beer that she would sell 20% of the bottles of bourbon in a week if she dusted them off, moved them to a top shelf, and marked them as “on special”.
We’ll see in a week if I was right. In the meantime, if you are anywhere near here:
and you want some bourbon, stop in and buy a few bottles. You’ll be helping me win the bet!