What's Happening?

This is not an article designed to lift your spirits and make you feel good. Conversely, it's not an article voicing gloom and doom for us all. If either of those is what you want, grab the op-ed section of any newspaper and you'll get your fill. This is simply an attempt to answer the question that we all seem to hear at least five times a day: "What's happening?"

The question is no longer just an innocent inquiry into what you've been up to or how you spent the weekend. Now it's an attempt to find out if we're all in the same boat. And, if so, in what direction the boat is moving, and at what speed? Who's the captain, and can he steer? Is there a leak, and can we patch it? What's the weather forecast, and how long will it last? Those questions are all wrapped up in the one: What's happening?

We're no Pollyannas, that's for sure. Barney's glass is usually half empty and the rose-colored glasses just don't work with Lisa's winter hairstyle. However, our attitude is: "If you can't control it, you shouldn't worry about it." With that in mind, let's take a shot at addressing the issues behind "the question."

Yeah? It's always tough. The P.O. doesn't come through, or it's half of what you projected. Your favorite buyer left, or she wrote an order with your competition just last week. If business was easy, you'd have to wonder what you're missing out there. Yes, times are tough and things are uncertain, but nothing was a sure thing even before 9/11. We now have a very grave understanding of just how bad things can be. With that in mind, realize that it's not bad for you alone, and move forward.

Okay, sure, but our business changes every week. That's not a news flash. We crave change, we want the newest, latest, most updated-est. Giftware is an industry built on change. We aren't selling baking soda or Dixie cups. Whatever changes are occurring — smaller orders, more focus on under-$10 price points, a trend toward tradition — embrace them as the new norms, refocus your lines and presentations, and move forward.

Things may be changing out there, but the calendar isn't. Amazingly, Valentine's Day is still February 14 this year, and Mother's Day is still the third Sunday in May. These opportunities for selling to accounts are even more critical in a tighter market. Accounts need product for these holidays, and their customers have a craving for embracing, remembering, and cherishing loved ones. Holidays are a reason to do that, and having the right product in your accounts is more important than ever. We guarantee that if consumers are going to part with their money, it won't be in a store that drags out tired old merchandise from years gone by. Use the holidays as a reason to present your accounts with wonderful new seasonal and everyday merchandise.

You know, that's not always such a bad thing. When the pieces of the pie get bigger, there's more legitimate business and less need to chase after those accounts that are on shaky ground. Good reps with good reputations will end up owning more real estate in good accounts and will not have to deal with the difficulties, hassles, and uncertainties of those formerly struggling accounts.

Sorry, we don't know. Our crystal ball is on the fritz. No one knows. And frankly, if you knew it would get worse, would you quit? No, you'd work hard to get the most out of today. So do that.

Yes, we read that on a "Successories" poster. It's true, though. Didn't your mom tell you that 50 percent of success is showing up? Well the other half is showing up with a good attitude. Nothing guarantees failure like having a bad attitude — why would any buyer want to deal with that? Things are already difficult (see above) and full of factors we can't control. You can control your attitude. So do that.

And that's different from four months ago? In what way? If it's a viable account, everyone will want to sell to it. That's where your history of "showing up" comes in handy. If you've done it right in the past, you have earned the right to the business. The familiar face of a rep who has always been a reliable, dependable asset should all but guarantee the business. (Haven't been so good about showing up lately? It's never too late to start.) In uncertain markets, customers are much more likely to buy from their previous supplier than to change to a new, unproven vendor. Therefore, marketing to existing or past customers can lead to greater success than cold-calling. People buy from reps they know and trust — especially in uncertain times. Use whatever time you have to build relationships with your accounts, laying the foundation for greater growth during the next, inevitable upturn.

So, again: What's happening? If you ask us, we'd tell you that not much is different, and yet everything is brand new. And no matter how you slice it, there's still plenty to do out there. So if those of you who are paralyzed with nervousness and fear would please excuse the rest of us … we have work to do.