Category: Business Strategy

Catch The Eyes! Make The Sale!
Business Strategy for Success in Selling T-Shirts!

STOCK LOTS OF T-SHIRTS:
It was about 11 0′ clock in the morning. I was attending to my routine work of garment designing in my workshop. There comes a telephone call from Vijay. He is a young garment retailer selling mostly -T’ shirts, night pants and Bermudas. He used to buy stock lots of these items from exporters.
The international traders when they produce in bulk go for excess production to meet any eventualities. Thus after the selection and inspection of goods for export, the surplus stocks and the rejects will be sold in the local market to retail merchants like Vijay.
RETAILER T- SHIRT SHOP KEEPER:
Vijay has once attended my seminar on -Business Strategy for Success- and now wants my help. He said that he has got a stock of about 4000 numbers of T-shirts. He has taken a temporary shop in the down line of the 10th street on the busy cross cut road of Coimbatore city. The shop is going to be only for 5 days just before the festival of lights.
SELL THEM IN SHORT TIME:
He wants to sell the stocks to a maximum extent in these festive days. He requested me to design a simple strategy to boost the sales in a short time.
I was going there by about 4 o’ clock and studied the situation. The shop was on the main sub street, having good people’s traffic. The display of T-shirts was also nice. Only thing I wanted is that the passerby should be made to turn and see the shop.
CATCH WORD-WATCH WORD:
I asked for a piece of white paper. I suggested a suitable phrase that will make the people to watch and tempt them to move towards the shop. When the potential customers come in, the duty of the salesman has to sell the goods through some scientific proven method. I know that it will happen once the people are drawn inside the shop.
BANNER DISPLY:
I asked Vijay to make a banner with these words and in straight bold letters with red background. The banner was eye catching and displayed in front of the shop prominently. I was observing the shop for all the consecutive days. Day by day and hour to hour, the shop gathered momentum and the sale was picking up steadily.
I made a quick survey also with the customers who entered the shop. I could under stand that the color, words and size of letters in the banner had their role in pulling the people!
PEOPLE WERE DRAWN:
Needless to say the strategy worked very well and the sale was very good and the event was happy till all the stocks are sold.
What was the catch Phrase that attracted the passerby?
In this festival of lights
-ALL AT YOUR PRICE!-
GREAT SUCCESS:
The people entered into the shop just to know what -our price- is! The salesman has to convince the price quoted is so low that it is everybody’s easy to buy price. Everything happened as desired. It was a good strategy that led to success to the young entrepreneur!
NEXT CALLER IS READY:
After a couple of days, I received a call from -Rasi Furnishings-, a shop owned by a friend of Vijay. He said it was a great success for his friend, Vijay. Now, he wants to make use of a special strategy for the total growth of his home furnishing business.
Let us understand the people and make the people understand our offer!
The author is a keen observer of business activities in his vicinity. This article is a sample drawn from his experiences and knowledge.
He is a business strategist guiding young entrepreneurs. He is writing an e book on -How to get Rich in Any Business*?- with Energo cybernetic strategy of German origin.
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How many times have you heard someone talk about successful business strategies or ‘taking a strategic approach’? What do you think they actually mean by the use of the word strategy? Most often the people using it are trying to convey the fact that they have given the subject a bit more thought than usual, that they have looked a little further ahead than normal. If a consultant uses it be very wary. Strategy costs more than mere ideas or tactics. How much would you pay for consultants who have’ kicked around a few ideas’ or ‘come up with some tactics they think might work’. Depends how good they are. But if they come back with ‘strategic business advice’ you expect it to be very good and of course very expensive.

Why expensive? Because you would hope that a consultant or colleague would have used some kind of intellectually robust framework, that they would have tested their assumptions and developed more than one solution which they evaluate rigorously before making their strategic recommendation. This takes time and expertise and both are expensive. Let’s assume they have done all of this – does that make it strategic business advice rather than tactical advice?

Not according the dictionary. The dictionary definition of strategy is very clear and military. It defines strategy as “the art of war – disposing troops etc in such a way as to impose upon the enemy the conditions for fighting (time and place) preferred by oneself”. If we accept business is in effect a war – you develop successful business strategies because you define success as beating the competition – there is no reason why this definition of the overused word, strategy, is not appropriate for business strategy. It requires all that planning and testing of assumptions discussed already. Some kind of robust intellectual and very honest framework will certainly help to develop and evaluate options. Even the lazy use of the word strategy – giving it a bit more thought and thinking ahead – would be implied by the military, dictionary definition. But there is an extra dimension to real strategy. It requires you to do all this and come up with something that changes the rules in your favour – in other words it requires creativity.

And there is one other aspect to this more demanding kind of strategic thinking. It is about people and their behaviour. In order to ‘deploy the troops’ and change the rules you have to understand how people tick. If being creative involves changing behaviours then you have understand how those behaviours were formed in the first place and how they might be changed if you want a successful business strategy.

Before putting the dictionary away (the definition of strategy above was taken from the Oxford English Dictionary) just go forward to tactics. You will discover that the definition is exactly the same as for strategy with one addition. Tactics involves the all-important stage of implementation, putting the strategy into practice. So it turns out that far from tactics being less weighty and valuable than strategy they are actually the most valuable thing of all. A sound strategic plan that is successfully implemented includes, indeed demands, tactics.

The use, and overuse, of strategy in business is more often than not pretentious over-claim by people who do not really understand what they are talking about. It certainly does not mean giving something a bit more thought or thinking a bit more long term. It absolutely demands a thorough and honest assessment of your assumptions and your options. At the risk of being melodramatic, sloppy thinking in military strategy costs people their lives. In business it just wastes time and money. Strategic thinkers will of course use frameworks based on their experience. They will break a problem down so they can think about each component of it but they will look to change the rules not just apply them. And the true strategist understands that strategies are aimed at people and changing their behaviour. Their strategic business advice will be based on an understanding of human behaviour. Just as in war, a strategy does not just get the job done, it enables you to beat the competition, to deliver higher returns than ever before, to win and win big for the least expenditure of resources.

So whether you are undertaking a brand planning strategy, a new business launch strategy or any other kind of strategy remember what this really means and remember to include the tactics which are just if not more important. Then you can charge accordingly.

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