How To Sell

Recipes for Retail

© John Hoerner 2016

John Hoerner is a veteran retailer with 56 years’ experience. He's been the man at the top of multiple high street brands for The Burton Group and Arcadia with more than 2,500 outlets in the UK (including Debenhams, Wallis, Dorothy Perkins, Evans, Miss Selfridge, Topman, Topshop), Chairman of The British Fashion Council (London Fashion Week) and CEO of Tesco's clothing in both the UK and Central Europe.

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A 'Master Class' for retailers​

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to create your own recipe for success

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The fine art of getting just the right mix of ingredients to delight customers

How to Sell: Recipes for Retailers
by John Hoerner

This 268 page book was written for everyone, from colleagues on the shop floor to Chief Executives. The style is simple... you will 'get' it quickly!

What is the connection between recipes and retail? A good retail business is exactly like a good recipe in cooking - you have to have ALL the ingredients in place. The better the quality of the ingredients, the better the result you will achieve. The more talent the chef has to blend them together in the right quantities and at the right time, the better the result.

Contents: The 'Ingredients' for Success in Retail

Chapter 1: Customers

They are the ones who decide if the chef has got it right!

Chapter 2: Stores

This is the beautiful table where the retail "dinner" is served to the customers.

Chapter 3: Buyers, Suppliers & Stock Management

These are the chefs who source and prepare the repast for the customers.

Chapter 4: Marketing PR & Communications

Your restaurant will not be a very big success if no-one knows about it. You have spent so much time and effort creating the perfect "dish" - how will anyone know about it?

Chapter 5: Strategy

Good "scratch" cooks can whip up a delicious meal from whatever they find in the refrigerator, but a really great chef plans ahead for the menu, the ingredients, how and when it will be prepared and how and when it will be served.

Chapter 6: Investment vs Expense

Are you "spending money" or "investing money" - there is a huge difference!

Chapter 7: People

Who is in the kitchen and how good are they? Who is serving and how good are they? Can you ever imagine a really great restaurant running without the people who make it what it is?

Chapter 8: Tips & Truisms

There is no substitute for experience and doing it yourself, but it is possible to learn faster by paying attention to those who have done it successfully before.


Comments from Retailers

Appendix: Some of My Favourite Recipes!