What's your sales threshold?
"You're missing sales."
A produce supervisor may have levied this statement, however direct or harsh, while walking your department. Perhaps it was your store manager making the remark.
In either case, it's a taste of corporate scolding. It stings. It's usually said when they see a sparsely stocked display, when all that remains on display are overripe bananas (and there's fresher product hidden in the back room).
Taking care of business - routine duties such as stocking, rotation, culling - is what keeps a produce stand fresh, inviting and one that generates that all-important result: sales.
Over the years, you've heard me expound on the concept of building produce sales.
Specifically, I like to emphasize maximizing sales. However, I've found that, simple as it sounds, maximizing sales can be a bit more complex.
Many variables are involved in a retailer's success. Things such as location, accessibility, population and other demographics, economic strength, distance to competitors, strength of competitors, even the location of the nearest sister store.
So many other factors play a role too: A store's square footage, amount of stock-keeping units, advertising and pricing.
All of which, by the way, are outside of the produce manager's control.
What remains is what is within the manager's control, and therein lies a store's sales potential.
How I presented this to produce managers was this scenario: Suppose everything in your department was grand-opening perfect - every item merchandised with flair, every display rotated, full and shouting "abundance" or "value"! If you had ample varieties and superb selection and freshness, what could your sales be?
Whatever the answer, that is your produce sales threshold.
It's nearly an impossible ideal, because (except for a true grand-opening environment) no produce department meets perfect standards 100% of the time.
The challenge is to strive for that perfection. To be prepared to meet potential sales with ideal sanitation, ideal stock conditions and ideal customer service, especially for when the bulk of your customers are expected.
You want your produce department to look great all the time, of course, but especially when it counts: during holidays, weekends and for the evening dinner rush. This means anticipating the rise in business, planning for that success with accurate produce orders, and having sufficient labor to maintain standards.
The outside-of-your-control factors will have a sales effect, even limit your possibilities. But there's also a lot you can do within your control to make a difference, to enhance sales, to maximize sales.
Armand Lobato works for the Idaho Potato Commission. His 40 years' experience in the produce business span a range of foodservice and retail positions. E-mail armandlobato@comcast.net.
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