In the latest issue of his occasional newsletter, my friend and colleague from the marketing world, Peter Darling of San Francisco-based Repechage Group, tells the story of a company—a midsized seller of high-end antiques—and its owner, who watches his sales decline, and feels his anxiety grow with every passing day.
After a little sleuthing, Darling discovered the problem: “The owner was not dealing with the market as it was. And it was killing the business.” Rather than change to meet the new realities of a post-recession, 24/7 digital world in which potential customers prefer to browse (and hopefully buy) online, the owner of the store maintains a business model based on a vision of his customers and his market from a bygone era, and employs marketing and selling methods that are no longer successful.
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