Generate New Business & Ensure A Successful Future w/Gerry Borreggine - Ep10 - The Pete Primeau Show

Generate New Business & Ensure A Successful Future w/Gerry Borreggine - Ep10 - The Pete Primeau Show

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what are the best stores doing right now to generate business and the future of furniture and mattress markets we'll be talking about that with jerry borgini president of therapeutic mattress on episode 10 of the pete primo show [Music] this show is brought to you by my book sell a million 101 tips for furniture and mattress store owners to sell a million dollars or more this year get it now on amazon this week's guest is jerry borgini president of therapeutic mattress jerry thank you for being here and i have known you for so many years i'm trying to remember the first time i met you it was oh my gosh so many years ago and two things struck me about you number one you were a very very humble guy very nice man even though you were the president of a big company and i thought that was very interesting and surprising and the other thing is your competence you owned your own stores for 22 years you're a retailer at heart and you kind of look at this industry through retailer eyes it makes you very very different than some of the other presidents in this industry and i am looking forward to us talking about what are the best stores doing to generate business but also you know everybody's talking about this right now jerry they're talking about you know what's going on with market what's going on with this market and what's going on with the future of markets so i'll let you kind of riff on that a little bit and i'll probably jump in there and once or twice you know the market thing is conundrum for us we're gonna do with markets uh we have a plan we're just hoping that we can execute the plan we think our we think what the the best plan for our company our size which we're sort of like the uh we're not one of the big top brands you know we're the top of the second tier brands is how we position ourselves so yeah we need to be in a market we need to present our brand in the marketplace through a furniture market i think it adds credibility to our brand it adds prestige to our brand and it has convenience to our retail customers to come visit us in a market so what we think we're going to do because this happened in the summer time we did only a virtual market in las vegas and and we we sent a film crew to las vegas to film the market we set it all up as if we were going to go we filmed it and we did voiceover and displayed every product line or presented every product line that we had on display and look if we have a successful market we may see customers maybe 100 150 that'd be really successful market 150 qualified uh retailers visiting us in the virtual market we were able to reach customers in the thousands now whether whether those customers were long-term visitors they may have been you know they got the link they they looked at it for a second or two and said oh this guy you don't want him everybody was somebody else and they're off but we still reg it's still registered as a visit to us so we were not able to qualify the quality of those visits quantify the quality of those visits but we had way more visitors than we ever could have so our strategy moving forward is is sort of like a hybrid we're developing a hybrid market system where we're going to be virtual and for january our intention as it is today and that could change by next week the way how rapidly las vegas may get canceled we're not we're not even sure what's going to happen with it but our plan is if it is wrong we're going to do both let's dive into that a little bit you know who's who's showing and who's not that is of significance for us in our business well you know the main change in las vegas is that simmons and serta have pulled out of that market entirely so that's a big paradigm shift uh you know rumor has been that temper sealy has been wanting to pull out of that las vegas market for the last three years but they're still in it with their competitor out it gives them two avenues you know they they hunker down and stay and provide a difference or they go the same route and say look they're not doing we don't need to do it either and if that happens then it leaves the rest of us to reflect on what are we doing because it's an awfully expensive market for us to conduct las vegas and it's not just the rent it's the distance the most you know more people are coming east to west that are going west to east to that market the cost of being there staying there entertaining our customers there it's dramatically higher than it is in las vegas uh so then you add the fact that now we layered where there used to be two markets now we have four major markets it's big costs for all manufacturers and i think we're all looking at it every one of the manufacturers big small and in between intermediate sized manufacturers are really analyzing this to say what's our strategy going to be moving forward highpoint has recently done something very very interesting they developed and the high point market didn't do it one of their customers developed something called first tuesday have you heard of that where the go ahead a handful of customers are opening up on the first tuesday of every month they're opening up the higher reaction showrooms okay so wow that keeps this market oh totally different yeah life really yeah because now instead of us being there maybe somewhere between five to ten days a year we can layer in another 24 working days there active working days maybe 20 i don't know but it makes that space a whole lot more valuable to us if we're able to do that and then we have local factory or two down there that could be in and out of that space on a regular basis and right now the space is is dormant you know between markets nothing happens in between markets so if we could and i think high point can have this first tuesday due to its proximity to headquarters of furniture manufacturers and furniture executives they're able to shuttle into high point without much cost or trouble open up their showrooms and then you know make a presentation bring caterer in entertain their retailers feed them show them the new product it's really difficult to do that in las vegas so um i don't know what's going to happen i i think these markets are going to reduce on their own their own evolution it's you know like darwin's theory it's just not i don't think we're going to end up with four markets going forward we're not like the fashion industry that has a seasonal change of product you know i one time said this at a furniture conference i said we're not the fashion industry and a couple of the betting guys took offense that took umbrage to my statement we are fashion well we may be somewhat fashion driven by our covers but we're not a fashion industry fashion industry has a seasonal change based on the weather twice a year in color and fro and fabric they go from light wear to heavier wear they go from light colors to darker colors and there's a whole new market for that and there's a whole new reason for that every year so it's a new product line we don't have that kind of seasonal change in the furniture business so to have two markets is even that could be questionable why do we need two markets we only come out with product line nearly once a year what what are we what are we doing we certainly i certainly don't believe we need four and the imc guys when they look at your podcast they're not going to be happy with me to say that but i'm looking to not i'm not looking to euthanize anything i'm looking to elevate it i'm looking to strengthen it you know it is is too strong mark it's more valuable to the industry than four weaker ones the the summer las vegas market is literally it's a joke yeah it's a it's it's it's a vacation to a non-desirable vacation spot in the summertime you know we're not getting much work we're not getting much work done there so i think it's got to really be looked at and and look i don't think they're going to come up with it on their own the correction but the correction will be driven by the marketplace and the retailers and then the manufacturers who follow that yeah the retailers for years have been complaining about you know most of them do not go to four markets most of them pick one high point market and one vegas market and they don't go to the other one and the ones that still do go to all these markets they they are questioning whether or not they're getting a return on their money because you know often especially when you're talking about you know upholstery you know it hasn't even swung over from from what they saw last market hasn't even hit the floor yet and some case goods and it hasn't even made the cut and hasn't hasn't hit the floor yet so they're you know and these are big stores that are you know asking me what i think the future of market is because they're they're not up for for four more four four four markets a year they just it's just too much it's too much for their buyers too much traveling too much time away from the stores a lot of the the main uh the bigger stores you know a lot of the executives want to spend more time on their floor and they're spending all their time at markets and they want to be on their floors they know they need to be on their floors when you were a retailer you the most important thing you could do is be physically in those stores not always what you want to do but being there is a huge thing we rarely went to the prescribed markets when i was a retailer maybe we did it every two or three years because we always had our manufacturers bring the market to us we didn't want to take two days to go to high point right fuss around our betting guys would set up a little market in their own factories and we would look at new products and view it that way even now our markets the markets that we attend these major markets unlike the smaller regional markets like markets where you've probably been to that tupelo market many times there was a lot of business being done in those markets those little regional markets guys have pads and paper they're taking orders we don't take any orders in las vegas you know we're just really it's we're conceptually showing dealers uh product lines and ideas sadly for last january market we thought we had some great new lines that we showed we had a cbd line called bcom that was cbd infused both in the foam and in the covers it got great great viewing there and great excitement we've not shipped it yet i mean because everything ended after after the january market so we're going to show those kind of things again if we have the opportunity to show them at all this january yeah i'm going to take a minute and do a quick commercial jerry let me take a moment to tell you about my free facebook group p primo sales and marketing whether you're a business owner or a sales professional whatever industry you're in you'll find daily tips and motivation to help you sell better and join it today look at look for the pete primo sales and marketing group on facebook that ends my commercial and jerry to your point um at englander we showed an exciting new line and never got rolled out properly it just it just kind of sputtered and it wasn't anyone's fault like wasn't one person's fault or even several people's fault it was just you know and i heard people talking about your cbd line in a very positive way and you know it it's it's been a weird year right 2020 can't wait for this year to be over hopefully hopefully they when the calendar page changes the uh mentality of us all can change with it and we can get into positivity again because it's been a very in an englander's defense you know we come back from the market so we show a brand new line like we all did uh the pandemic hits we get shut down i thought we're going to be shut down for maybe 7 10 days it turns out we're shut down for 10 months and counting then we had issues with raw materials we had supply chain issues that can't get the couldn't get these pranks north home either [Laughter] the duties hit you know the imported duties hit which reduced the flow of incoming goods from china asia other countries uh it was they when you use that statement the perfect storm this really was the perfect storm oh yeah i think the duties are good i don't think we need the imported goods i really don't believe that our economy needs them our industry doesn't need them we have the ability to produce everything that this market needs and more there aren't many manufacturers in the united states that are operating beyond capacity okay we all are operating below capacity of every one of us if you gave any one of us a 20 increase in business i guarantee you one thousand out of one thousand manufacturers will accept that and deliver those goods under normal conditions non-pandemic conditions and not uh raw material crisis issues that we're having right now so i think when the dust does set all the pandemic goes abates it goes back away and and everybody's out and doing business normally again i'm not saying normally that means going out to stores or maybe shopping online and shopping in stores it's a hybrid shopping experience now it's neither it's neither fish nor foul it's ball it's in between it's it's a hybrid it's something totally different what's occurring the pandemic has accelerated that change because people who never bought on the internet before have become not only the complacent they're they're actually proficient at it they're they're they're they're liking it so we're emerging with a whole new buying capability of consumers that have a different way of looking at how they're gonna buy things and uh i'm i'm actually excited for the future because i think it's a good future for us all it's like a new layer of possibilities for us you know when when the bed in the box came out some manufacturers said what can we do to kill that well my thinking was g what can we do to copy that let's hit our cart to that yeah seems to be liking this this this seems to be something that has struck a chord with consumers they want to buy stuff like this get it delivered like that so uh you know i'm excited about what could happen in 2021 in 2021 most likely pete will be a transitionary year it's not going to be a year where we snap the fingers and the floodgates open and tides starts rolling in i think it's going to be a gradual recovery for us so i think we're going to look at 2022 as the real litmus test of you know where's this where's not only the industry but where's this economy going and the new political administration and so forth this can be interesting but i have great hopes for it good that's it's good to hear so when you put your retail hat on you see more possibility for retailers rather than less possibility for retailers i i see this word hybrid coming back and back not only to us as manufacturers but to the retailers as well and it it's not something this internet phenomenon is not something that is eroding their ability to serve their customers it's just another wrinkle it's another layer that they can reach their customers so now you know the really successful retailers are going to have a dual platform they're going to have a very successful online business and they're going to have a very strong brick and mortar business does that mean that the online guys who are just online can't succeed or they're brick and mortar guys we're just brick and mortar no that doesn't mean that i just think the most successful emergence will be the guy that comes out with both programs in hand a two-fisted player you know an ambidextrous uh marketer who can go either way who goes who does that well you just said something very interesting and you know one of the things i beat my retailers with is you're a marketer first you're a marketer of your business first because nothing matters until that door swings and a customer walks into your store so all of our efforts should be marketed in until the door swings open and then we have to have great displays we have to have good merchandise with with good differentiation the ability for the customer to see why they should step up and to be able to solve a wide range of of problems for the customer and help them get a better night's sleep but it all starts with marketing so i'm glad you said that because it's an area that some retailers almost avoid and the very best of the best completely embrace and even though those really big guys can hire marketing firms and all of that they're marketers they know what they're paying for and they know if they're being served by their marketing team or not and they will make changes according to that so i'd like you to talk about marketing in the in this in this new economy in this dualism of um being able to do business online and also to make that door swing and make a customer come walking through that door pete what you said is really the trick of being a retailer is getting that door to swing the sad thing for many of us is it didn't swing nearly enough and and that's the trick once it swings we're golden and the success ratio of closing a sale is extraordinarily high within our our industry it's not that exciting of a product where a customer likes to go out and visit five or six or seven or eight places to look at it okay it's not shopping for a new car it's nothing exciting it's an it's it's a staple it's a it's a necessary product that people are they're they don't really there's no uh they don't have this great desire to own it unless they need it okay when they need it they must have it so that's the first thing is how do we help our retailers get those doors to swing open and and and now what i'm saying is that physical process doesn't have to happen anymore exclusively for that retailer to be successful the the swing open could be this click right there and i'm in your website and wow i'm entertained by it i'm i'm i'm energized by it and i'm inspired to buy because of it so you might then see that same customer say no i i i want to go visit this guy now i do want to see on top of this because i am really inspired by what i'm looking at or i may be the easy shopper and it could be the jerry borgini strategy you go to one place you see it you buy it then you worry about if it fits after you get it you give it to somebody you know but i don't think many people shop that way thankfully for retailers or for business in general but i i think the retailer today needs to lean on their their partners when i say their partners their supply partners being their branded partners we typically have more resources to develop marketing programs than the average independent retailer i'm not talking about the big guys we we can learn we can piggyback on some of the big retailers for what they spend and the sophistication of their marketing programs dwarf seminars but in most cases you're dealing with and i think you're going to see a re-emergence of mom and pop retailers because you know the earth has been scorched by this pandemic and there's going to be a re-emergence of a lot of new businesses come from this because there has been a death of a lot of pre-existing businesses so the the void left is not going to remain barren it's going to be regenerated refilled by new new faces new people and that's an exciting time for you for me for all of us because it's an opportunity for new business but i think those type of new businesses and even the nascent retailer the younger guys or the guys who are only in business a few years they haven't had the ability to develop this sophisticated marketing strategy they should lean on their brand partners like in your case you work with england or i'm sure you go into a retailer's place and i'm sure the englander portfolio of goodies and ads and all those things that the brand spends money to develop it's like mana from heaven to a lot of these guys they don't have the access to to videos or photo shoots and all these beautiful things and and add ideas that's the other thing that you bring you know and and and i'm glad we're talking about this because one thing i do want to say this is still a relationship driven business to work amen and and you buy from people you know and you trust and you like and i don't care what the gmp of uh norway or denmark is when some other betting guy tries to razzle dazzle you with his facts his great knowledge of facts and figures if you're the guy that brings in the ad you deliver the idea you could deliver the product and maybe the small thing is you bring this bag of donuts for the sales people or the warehouse people in the back can i tell you something that means way more than any guy sitting in my seat was going to try to impress that retailer with his wealth of knowledge or or or what i would say their wealth and stupidity to try to sell a retailer in that way okay because that's not what retailers need they don't need to be impressed by me they need me to be able to bring them what they can use to make that door swing open or make that customer click on their website amen i'm going to do a quick commercial and when i say a quick commercial jury i mean quick this show is available as a podcast on your favorite platform search for the pete primo show on your very favorite platform that is my commercial now you made me think of something jerry years and years ago do you remember the old ad slicks that we used to carry around do you remember that yes yes i had an open house and what i did is i went to a local newspaper and i said you know here's this ad and i remember it like it was yesterday and i want you to put the the retailer's information he buys advertising from you and she's like whoa you're not the retailer and i said no no no um i was with her at a mattress company at the time i said no i'm with sir certa mattress and i control a quarter of a million dollar advertising budget for co-op advertising we're trying to sell this store and they already buy from you they're gonna buy more ads because if we are able to make this sale so i got her to take about 10 different ads customize it change them up a little bit reprint them as v-loxes and so jerry you're gonna love this because it'll remind you probably of several stories you have so we're at the open house and i've presented the line and the retailer takes his glasses off and he puts them down all serious and my boss barbara mckay at that point in time she's like looking over my shoulder and he gets real serious and he says what are you gonna do for me and it was almost like oh perfect thank you and i showed him he went out of there jerry hugging these velox copies and before he hugged them he said one thing he goes um i want this bed this bed this bed this but this but 10 number line up out and he said can i keep these and i said they're yours they're yours and it's just uh just shows you that that personal touch and it and listen that was 20 years ago my friend but it it still doesn't matter i bring ads in that i see from other retailers and i change things on them and you know and then i show them and go what about this idea and a lot of times i'll grab it right out of my hands and say i like i really like that or it's an idea of you know a facebook uh post you know something that somebody else is using that's that's working and just sharing that information with with retailers that's what they need from us sharing great ideas that you know they get so mired down you know there's so many phone calls and so many fires that a retailer has to put out in the course of the day and you have to remember that from when you owned your stores and somebody coming in with with a new idea it is manna it's bred from heaven it's like eureka you know i don't have the time to sit here and think of this stuff i'm you know dealing with my employees i'm dealing with my customers i'm dealing with vendors and i've i'm trying to keep everybody you're paying your bills and you're you know you're doing everything typically as a shop owner you're doing everything and you're dealing with the leak in the back room and everything else but what's cool about today is it's so much easier for you and for me to deliver those ideas than in the old days when you had v locks copies or geez you know what i'm so old let me see i still i used to cut and paste everything so here is my little tool i still have these tools this is my little knife and this is my little this is my little uh i don't even know what this thing is called it has a name and how you would look at your your four color ad and you would look at it and make sure all the dots were in register and you would say stop the press these dots are out of registers the blue isn't blue enough and and he said who cares that's what i should have said because i wasn't smart i was too concerned about the details where i should have been watching the bigger picture but we did all those things and we took great pains and you and to proof an ad you had to go to a printer there was no such thing as i remember when the fax machine came out i used to save me a ride to the printers i was able to get up and add facts to me how cool was that but i still keep all these tools this is my desk i still have some of the old things i still have some of the old ads and some there are some great ideas from the the history of the mattress business still sadly we're still advertising 49 mattresses but our industry has certainly changed in its execution on the sale yeah yeah um one of the things that i often talk about is if something's really old it's new again it's new again why not dust it off maybe you change a few words maybe you change a graphic but if it worked before it'll work again and if it hasn't been seen by consumers in a long time it's brand new it's old to you it's old to me but it's not old to the customer who just went on vacation um and found out that they got a great night's sleep and then they came back to their old mattress and they can't stand their old mattress anymore and now they want a new mattress that's true you know it's new again so with that i am going to do a really quick commercial break because my book pays for this podcast and hey those of you that already have the book it's chapter 97 and the winner is there are local awards that you should spend some time and effort on to win the readers choice awards are good examples for best store to buy a mattress forgive me if they call it something else now these awards might seem trivial to you and a bit contrived but for a mattress customer who hasn't bought in 15 to 20 years it might make the difference between your store getting an opportunity to com compete for the business spend time and thought into winning the awards in your area ask everyone you know to vote for your store and ask your customers to vote for your store in every conceivable way and after you win it feature it in every piece of marketing brand in and feature it in your displays don't stop there it needs to be in your sales process and in your email store signature it needs to be on the back and the sides of your delivery truck it should be featured prominently in all letters and correspondence so and the same thing goes for testimonials hey guys if you get a testimonial you got to feature it in your advertising because if you don't it goes to waste and if your sales people aren't trained to use those testimonials it goes to waste and you know what business isn't so good that we can waste opportunities so what did that make you think of when i read that it was trip down memory lane you know for me so i i think it's great what you're doing by the way this podcast and all your little lessons that you're sharing with your listeners i think it's wonderful i wish that more people did this and some guys are starting to do it you know your guys in england are there they do their little thing and i think that's wonderful as well yeah but this is a really grassroots presentation you have and i think it's a wonderful process that you're sharing with anybody who tunes into this and whether they buy from you or your companies or not i just think it's a great learning experience or opportunity for everybody so kudos to you good job thank you thank you so going back and putting your retailer hat on if you had to say what is the one thing that i did really really really badly it was just dumb and if i had it to do again i would do it differently and i think you already stumbled on something okay now there's a few things i have done different you know what we were we were at a retailer we were probably at a vendor event one time and there were in our area there were four very successful retailers and uh we're all lamenting of what we were doing wrong and you know everybody has has something that they think that would make them be better but we were all struggling at that time and we were all in business about the same time like 20 25 years and one of the guys came up to me and said you know you're really really down like you're really depressed and i said yeah this is like terrible it's been the worst time of my life i still have reoccurring nightmares to this day about some of those things and and uh he said we never if we were baseball players say we were baseball pitchers and we were we were 25 years as you know 25 games into it and your record how many good years did you have i said would you rather 25 we had like 23 were great he said well your record would be 23 and two you'd be an all-star you know you're doing so many things better than you're doing badly that's true but today i think to be a successful retailer is more complex than it was you know 20 years ago when i was doing it i think the sophistication that exists today didn't exist really it wasn't that accessible then so i think the main thing we would do differently would be inventory control it would be electronically kept it would be uh you know when you have 25 stores you you have 25 store managers some some cases you have 23 different partners that are not on your books so that would be the one thing that i would probably had advise anybody you know start from a really strong controlled base of your inventory you know so yeah you you know on any second you know what you have what you don't have what's coming in what's going on and and the other thing that on the other hand what i would advise them to do in a positive way is to be consistent be consistent in everything you do and be the constant that people are accustomed when they see your logo they they automatically their brain says that's a mattress that's that logo says mattress to me or it says sleep and if you're consistent i don't care if it's good advertising or bad advertising consistency trumps everything is that's that's the most important factor if you do it every week you know sometimes retailers say yeah he said hear this we ran this big promotion and nothing happened well how many times did you run it well we did it last week well did you follow it no you need to you're better to take four quarter page ads and one full page ad out in your paper if you know papers are extinct but you know for 15 second radio spots then one minute and a half podcast spot so be add your frequency you know to dial into the frequency uh homogenize your message so that it's consistent so that you know one day you're not talking about this one day that you're pretty much talking about the same thing all the time but if if i was a mattress guy i'd be talking about my brand and my value i think that would be my my call to action my brand is my store my name whatever it is jerry's mattress store and my value proposition is just bang bang bang bang bang and i do think the stores today are way more important their brands are more important than the manufacturers brands i do believe that um you know in the old days if you didn't have that big butterfly hanging on your window you know was strike two when you came to bat yeah now it's it's irrelevant i do believe it is nearly irrelevant you know certain brands are iconic and they transcend the the changes the generational changes you know that change from baby boomers to gen xers and and and down the line there are new brands but some of the brands are are they transcend that that they're everlasting and almost they can't be killed by the generational or the whimsical marketplace changes you know what goes from you know everybody used to like vanilla ice cream you know yeah i i think uh it's really really important for the retailer to focus on their own brand for that reason yeah i i i agree it's uh more important today than than ever before there was a time that you really had to have in certain areas of the country you had to have a certain name brand and it was different on the east coast than it was on the west coast it's not true anymore the real name brand today is nectar i i hate to say it and i remember the first time i ever heard somebody say the name brands are falling down they are not leading it was mark quinn it was years ago mark called this years ago i thought he was crazy when i first heard him say it he just said if you look at the actual dollar spent the message that they're putting out the name brands are not leading and they created a vacuum and guess what the bed in the box guys with ridiculous um very simplistic advertising were able to come in and scoop up a lot of people who were not having great experience buying mattresses and they re really capitalized on and accentuated that to the point where it hit the point of ridiculousness but shame on us for even giving them an opening to do that but the retailer has to be you know the the main message why should you come to my store what do i do differently you know i have dealers jerry where the owner actually makes the delivery and when an owner makes a delivery into a home he can see if the support's not right right he can see all the little things that a paid delivery guy isn't going to notice you try to train them the best you can and you're going to get a certain level of competence and anything above that uh certain level is going to be a real blessing and almost you've lucked out but when you as an owner are making the deliveries that's a special thing and do you know how many of my owners make deliveries actually advertise the fact that they do it none none of them they don't advertise the fact that they do it because they want to get out of it and i understand that they don't want to keep people like that but they understand that too but i've been selling some of these guys for 20 30 years jerry really and they're still doing it and i'm like just get credit for it if you stop doing it tomorrow pull the ad right well your overarching point i think is is principle here and that is they're in their higher in this hierarchy of building this marketing story the brand is you the brand is your store number one yes the brands i don't want to dismiss the brands they're not irrelevant that's not the case and and whoever's number one be it seely or be it nectar or anything that you say there's not a loyalty there's a big difference brand loyalty is dead it's been over a long time but brand awareness is still very viable so there's a difference a consumer is aware of the brands i have a general brand set of awareness that provides a comfort for me okay however unlike my grandparents i don't go in and buy a a ford car every time i buy a car or you know i don't buy listerine mouthwashes if it's the only mouthwash like these were this these were generational people that were brand loyal that that's expired that is eroded it's today there's no loyalty whatsoever but even the most unsavvy young shopper has a general awareness of these brands and there is a comfort with the brands and so what you say i think is the retailer and in some cases the brand might just be the store it might be pete primo's house of value that was the brand um i i got a sense of that brand yeah i think that's the most important thing because that's never gonna change you're never going to change the brands may go in and out of vogue or style and or business and and you're still there so i'm going to do one last commercial break you know years ago jerry i did i recorded my own podcast and i did it all on my own i actually uploaded everything i edited it i did everything and it was so much work and as you know jerry right now i have billy and simon who are taking great care of us and i just want to give them a little bit of a shout out so let me take a moment to talk about get super cereal my production team and sponsors of my show get super cereal makes it easy for me to do the show years ago i started my podcast and i did everything it was a lot of work the easiest part of of the show is showing up and doing the interview the hard stuff for me was everything else now i have billy and simon at get super cereal to take care of all of that for me i just show up i do the interview and all the other things that i can't do or i don't want to do i record my interview and they handle the tech and the marketing the publishing my show turns up on facebook youtube linkedin twitter all the podcast platforms if you want to start your own show it's never been easier with the guys at get super cereal talk to them about how they can help you get your own show book a free call at get super cereal and that is c-e-r-e-a-l-getsuperserial.com and that's the end of my commercials jerry i am i i can't help but think that we need this message from you more than ever that that you gave us today and that is we're not out of the woods so don't think you know turn the calendar over and it all goes away and all the challenges that we had everything solved but your message is it's going to get better and it's going to get a little bit better and better and then at some point it's going to get pretty close to normal 2021 should be a really good year that's a message that i i've i've got retailers that have been put through the ringer jerry i mean they're you know controlling their inventory levels you know they were out of product they couldn't get product then they got too much product and some companies double shipped them now they got a warehouse full of product they have bills that are due and and that now sales are slow and they need you know more sales turn that inventory so they can pay the bills they've been put through the ringer this year jerry and you know i just want you to know that from from my perspective that that message of hope is huge and the areas that you talked about you know focusing in on your brand what your store does it's special in the marketplace is huge and the fact that you did it for so many years i mean before you were president of therapeutic you ran stores you own stores you know what it's like to you know go through uh thanksgiving and you're worried about am i going to make it to christmas and and you know i wish i could be happy but i can't be happy because i got these damn bills that are due in payroll and people depending on you when you have more than one store and uh look it's to be a business owner i get it i get the challenge i get the whole gig i still live it and and i still as you said i still see everything that i do i still see it through the eyes of the retailer not the manufacturer which is why a lot of my contemporaries don't particularly like me [Laughter] not on their teeny i'm on i'm on the enemies team really i play with the enemy that's who i understand and and uh i think we're relatively fortunate fortunate we're relatively fortunate that we're not in the restaurant business or the food business or the business or the hospitality business those people have been devastated and there's continually being devastated our one governor on one side of us just shut the state down again to today it's like my hope is that this uh the the vaccine gets out quickly and that it begins this mental healing process for america and we need to be mentally healed many most of us have not been physically ill by this not more not than have been felt by this pandemic but it has crippled us in other ways it's crippled us emotionally psychologically so the first part of the healing to me is the emotional and psychological healing people are not afraid to go back out there again get back to work start doing the things that we do you know traveling is gosh you know i took one flight i'm on an airplane typically a couple times a week but i took a flight about six seven weeks ago and i forgot my toothbrush didn't pack something and i was just like attitude i was at it i'm not as practiced i know what i was doing got to the airport it was totally bizarre stores were closed people were not there it's really a sad time so i would be real happy to uh to see it changed you know see people running around and walking outside without face coverings and doing business as always yeah yeah me too so i guess what i want to say number one is thank you jerry for coming in and sharing your your wisdom with us and also sharing some some of your successes and and non-successes that have great lessons in them from from your retail days and um i just wanted to share one quick story i had a a customer and uh they were a little loosey-goosey with their inventory controls and everything else they executed on extremely well so much so that i offered him a book by dan kennedy called the no holds barred uh management any book any he threw it back on me and um he didn't want to read it he wrote a like a chapter of it and sadly about a year two years later he had to close his stores because he had a uh cfo who had embezzled over two million dollars from his from his company um and and these things happen and they happen to good people and they happen to people when you're not aware so i one of the hardest things in the world to to try to teach any business owner is this your employees may not be as honest and honorable as you are and in your mind you think that they're all great and they're all wonderful and i understand that and i always try to look on the bright side of everything but you need to protect yourself like jerry said have good systems so that you don't become a victim and it it usually happens to people who are extremely smart but are too trusted so don't trust or as ronald reagan used to say trust but verify verify verify verify and have great systems because that nugget that jerry gave you it could save your business it could save a marriage your marriage because if things go south it takes a toll on every relationship that you have so you know differentiate yourself listen to what jerry has to say and and i i have to say this you know even though he's a competitor of mine i would tell you that there's nobody better positioned to help you with your business than someone who is a retailer just like you for 22 years okay so i want to add one thing to what you're saying pete you know what you're saying is just spot on i think it's great advice but the one thing i would add to that is do it while you can why times are good yeah the best time to make the correction is when you're doing well and you can fix the things that are broken it's when they're broken and you're not doing well it's usually too late my father used to have an expression that he would say because we were a high volume dealer and he would say to me volume covers a multitude of sins and it's a very true statement for a retailer you know when you're rocking and rolling and the cash flow is coming in and you're doing so many things wrong in the back end it's the volume is covering all that up for you so this is a good time when you're doing well fix what examine what you think could be broken to make the adjustments then because when it's too late it's too late it truly is too late sometimes to make those corrections that that's great advice and you know if you own a store um executives like jerry that you only get access to once in a blue moon have valuable lessons that they can teach you don't be afraid to ask them another set of eyes you know is is invaluable sometimes and that leads me to my very last commercial i thought i was done but the guys just popped something up on the screen um if you're looking to improve your sales and marketing in your business whether you're a sales professional or a business owner get a weekly coaching session and pep talk for me a sales professional with 39 years experience from the showroom floor to the factory i started as a retail salesperson who was so afraid i wouldn't even say hi to my my customers now i'm coaching sales pros across the country so overcome your sales sticking points turbocharge your ability to find out what the customer really needs close more sales and raise your ticket values i'm here to help you be better at what you do sign up at pete primo's weekly playbook go to peteprimo.com playbook that's peteprimo.com playbook do it now that's the end of my commercials jerry your experience to me is what it's all about i've always said that the very best in our industry all come from retail you know i only spent nine years in retail and quite frankly the only reason i spent nine is because i was such a bad interview um you know i spent two years trying to get on the road and you know matt bernstein actually told me exactly what i was doing wrong he said pete this is what you're doing wrong this is what you're doing right this is what you need to do and i did what nat said and guess what i had two offers in the same week and um i was very lucky and very blessed but everything that i learned in my nine years of retail i use every day and the fact that you had 22 years of owning your own place and all the lessons i mean we could probably sit here for hours on end and we're not going through we're wrapping this up but um the stories that you could tell me and educate me on you know you got a little bit of a head start on me brother and uh you know your experience is is invaluable and it's something that needs to be shared with with uh many store owners that can benefit from it you know there's the the the smartest uh the smartest people learn from other people's mistakes semi-smart people learn from their own mistakes dumb people don't learn from their mistakes so learn from other people's mistakes we're willing to share our mistakes with you i know jerry is and i thank you for that opportunity as well pete so this is a great treat for me to be able to communicate with you and to your customers through this medium i'm honored to do it i'm happy to do it one-on-one with anybody who ever wants to contact me directly i have an easy email my email is gb therapeutic.com

anybody can reach out to me i'm fine with that and i'm fine to talk to you on the telephone even whether we you buy from therapeutic or not we're all in this thing together and and i'm a big believer of all boats rise with a high tide if we can make our industry better and stronger we're all going to benefit from that and i'm a firm believer of that and i'm happy to talk with any retailer large smaller in between and with that i think we're going gonna say goodbye uh jerry bourgini the last true state statesman in the mattress industry willing to help any retailer who wants help whether you buy from him or not you don't get it doesn't get any better than that folks thanks jerry appreciate it enjoy this thank you guys appreciate it have a great day [Music]

2020-12-21 21:46

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