A Tale of Two Stores

 

Last evening I returned home from a jewelry store before sitting down at my computer to type.  Actually a jewelry store and a department store that sells jewelry.  The difference was in the presentation.

A Confused Prospect

Some of you who are of the baby boomer generation may remember a Coke commercial from the 70’s whereby a large group of young people gathered on a mountain top and sang a catchy song, “I’d like to teach the world to sing…”  It’s one of the most remembered commercials ever.  During the same decade, the Coca Cola company created a “New Coke” flavor that, despite wonderful results in taste tests, helped to plummet sales of  the soda behemoth downward.  The prospect was confused.

Enter New Ceo

To get the company back on solid footing, Coke hired the late and legendary CEO Robero Goizueta, who engineered one of the greatest turnarounds in corporate history.  One of Goizueta’s many strategies was to return the company’s focus back to soda.  He wanted a Coke machine displayed “on every corner.”

When questioned years later about the change in the company’s fortunes, Goizueta explained, “We used to teach the world to sing, now we teach it to drink Coke.

Back to the  Stores

The jewelry store had all of their jewelry perfectly displayed in long glass cases that were easily accessible.  I was attended to immediately and could readily find everything that I wanted.  The department store, which once had their jewelry simply displayed in a U-shaped glass case in the center of the first floor, now had many smaller cases dipersed throughout.  Although an expensive high-end store, jewelry was strewn about and not very attractively displayed.  Overwhelmed, I left immediately.  Like the revamped Coke, the jewelry store has a focus that the department store does not.

Displaying Your Listings

We see the same type of thing happening with many of the home listings in our market place.  Not only poor photographs, but photographs that are poorly displayed.  You owe it to your client to focus on getting their home sold. To take the time to display the photographs of their home in a manner that makes sense and is attractive to the viewer.  The difference between selling or not selling can be in the presentation.

Have you ever had a similar experience?  We welcome your comments below.

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Comments

  1. Thank you for sharing. Not to many people in your position are so gracious. Your article was very poignant and understandable. It helped me to understand very clearly. Thank you for your help.
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  2. That saves me. Thanks for being so snebsile!

Al Filippone, Realtor | licensed in the state of CT | Al Filippone Associates | William Raveis | 75 Station Street, Southport, CT 06890 | Page last updated: December 19, 2011 @ 7:46 pm