GURUBy Gene Fresco

The years just keep coming, don’t they?

This year, let’s do it right.

Most of you will be going to NAMM, because going will tell you what’ll be happening this year.

Manufacturers have made their plans for the coming year, and their new products will give you an idea of what they plan to sell to you and what you will be selling to your retail customers. If you don’t go to NAMM, their reps will be in your store soon to tell you about what you missed.

This is how it has been done for as long as I have been in the musical instrument business.

Luckily, you have The Music & Sound Retailer to tell you what you missed if you don’t go to NAMM.

When you finally decide what products you plan to sell in 2013, you have to make your plans on how you will sell them to your retail customers. This is the most important step to ensure that you have a successful year in 2013.

This is the time to sit down with all your personnel and plan the what, who, when and where of your sales in the coming year.

The “what” refers to the products you choose to sell.

The “who” comprises musicians—professionals or beginners—preachers, club owners or anyone else who needs an instrument or sound system.

The “when” is daily, weekly, monthly and yearly.

The “where” is in your store, on your Web site, at a church, at a club, at a guitar show, at a band masters show or anywhere else the products you sell are needed.

At this planning meeting, all your personnel must be involved; you will be surprised how knowledgeable they are. You must include them in the planning and not just tell them what you want them to do.


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