It's safe to say that Noè Zanotta has two distinct abilities. First, he has a keen eye that can tell a person is 2 meters tall just by looking at them (we've seen him do it), and second, he has an incredible business sense that has served him well so far. As local businesses begin to denounce the threat of fake window displays , this cheerful and demonstrative Biel native is opening shop for the fourth time in our beautiful days. Stores selling only men's clothing. Rather classic, with the occasional short-sleeved shirt adorned with brightly colored flowers . You never know who will walk through the store's doors.
First, in 2005, Godel was performed again in Avenches. Then in 2008, the historic Trianon in Payerne was renovated and reopened to the public. And then, in 2015, there will be a Sion Springfield. And now we are all here in Yverdon under the name and aegis of Zanotta thanks to Michel Mode. And you should know that this young salesman has yet to master the arc of the Lake Geneva . Afterwards, he will stop. Maybe.
Keep an eye on quality control
"I can manage five or six," he says. "After a while, you hit a plateau, and it becomes unmanageable for one individual to manage all aspects of people and advertising alone. I want to be able to maintain a global presence while expanding my personal sales and mentoring efforts. This way, we can maintain a consistent level of quality throughout the organization. Without quality, you won't get very far."
He puts on a new pair of trousers and stands up. The market had to be carefully scoped out and the appropriate location identified. Where I have four opponents, I can't go to Biel or Bern. The holes have to be plugged. The adopted Avenchois , who also chairs the town's traders' association, readily admits he was lucky to have been born at the precise moment when a whole generation of traders was preparing to leave, leaving behind a host of small local businesses that needed cleaning up.
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An exemplary customer file
Currently, we maintain a database of several thousand clients, a dozen staff members, and four hairdressers. The patron's unwavering support of HC Bienne, of which he is also the official uniform bearer, has earned him a reputation as the owner of a small chain in his own right. The land of the murderers of LHC, HC Sion, and GC has also brought in a small fortune.
Only one question remains: how can it compete with the e-commerce giants? For example, in 2017 alone, Zalando sold clothing worth 685 million Swiss francs . "If you want to retain your customers, you have to offer them something the internet doesn't: the right solution, expert advice, and the ability to see into the future. Let's be honest, our site can't compete with someone who offers dozens of different denim styles. On the other hand, it's possible to get the response, ' She's definitely that saleswoman ,' from the customer.
However, be aware that Noè Zanotta has a clearly defined target demographic: adults over 30 with a small disposable income . Before this age, they tended to try on models in our store before buying them online. But the challenge is to recoup these losses and turn them into paying customers. On top of that, the salesperson piles on the tricks: handwritten thank you notes for major purchases , gifts for special occasions, etc.
All this thanks to the in-house computer system and customer database. Everything is computerized, centralized, and instantly displayed on the screens and filing cabinets in the administrative offices. A unique little gem that costs twelve thousand Swiss francs and can be purchased with the Excel files and receipts that Noè Zanotta has recovered. A system that also allows for real-time inventory management . It is important to know when to stock up, as the French proverb says: " On ne peut pas neglecter l'achat ."
And what happens next?
Soon, there will be a mobile app that will allow you to stay in your customers' pockets. Above all, don't lose faith. Noè Zanotta is certain that " small businesses thrive in small towns in England" because "people are tired of big cities." They no longer want to go through the jewelry store to get to the bathroom. People want details. I persist. As before, this is a difficult business. I can earn 2,000 Swiss francs one day and zero the next . Still, it's important to understand the value of perspective. Noè Zanotta, the store owner, smiles as he recalls that the business survived World War II. He will do it via the internet.