Ideal Home Show day 5

Day 5 Tuesday was a little busier than the Monday in my opinion, but it is very subjective if you sample the views of all the exhibitors – which vary a lot. The lad on the Canny Cap stall thought it was busier yesterday. To be honest, it seems either to be frantically busy or completely quiet by turns. It was a pleasure today when I had attracted a lady’s attention and she opened her eyes wide and said what a fantastic idea it was; in fact that she had been waiting for years for someone to invent such a thing. She would definitely get one!

There are many people today who either have a straight line or else don’t have space for a rotary line; some living in flats and some whose garden is too small. At Country Fairs and Garden Shows it is not a comment that we’ve heard much, and this is a sign of the difference between town and country, especially London and country. Naturally in the capital where land is scarce and highly prized the space for a rotary airer becomes a luxury.

Day 4 at the Ideal Home

Day 4: Monday, so there are not so many people around, but it is still pretty busy. Adam called me just literally the moment that I arrived at the stand; before I had even time to take the front cover off. Amazing timing! He ran through the orders he was able to process and send out. Then I opened up the stand and set the lights going again. I wish we had a product that was cheap and we could sell from the stall so that we could measure how well we are doing financially. As it is we can only look at the number of leaflets we have handed out, which is considerable. The Canny Cap chaps have changed personnel but they are rather bored and wishing for more sales. Likewise the Bottle Top Blaster lad, who said he might as well be asleep today as no-one was buying. I spend a lot of time on the computer to keep the emails manageable for later on. It’s difficult when you can’t synchronise the laptop and the desktop – and the desktop is where all the information is kept.

I find that people don’t often identify what the product is when it is housed in a stand of this size, so to say loudly to no-one in particular that we make covers for rotary washing lines often causes people to think about it and realize that it is relevant to their situation. Then we can talk in general terms and I can impart the information they require. Eye contact is really important too; if they look at the stand then it gives me permission to engage them by explaining what the product is. There’s a psychology to this kind of public sales pitch; I just wish I had the knack of it. There are a lot of professional presenters who have a script that often goes for ten or fifteen minutes until the crowd (there’s always a crowd; that’s part of the psychology) can’t wait to buy not one, not two, but three for a bargain price. Ron Popeil perfected the art of this kind of pitch in the US before moving into the “Infomercial” field on TV where he established Ronco, which you may remember selling Veg-O-Matics and such like. The trouble is that you have to stick rigidly to the script, which doesn’t suit my character type.

Monday Monday Can't trust that day...

Day 4: Monday, so there are not so many people around, but it is still pretty busy. Adam called me just literally the moment that I arrived at the stand; before I had even time to take the front cover off. Amazing timing! He ran through the orders he was able to process and send out. Then I opened up the stand and set the lights going again. I wish we had a product that was cheap and we could sell from the stall so that we could measure how well we are doing financially. As it is we can only look at the number of leaflets we have handed out, which is considerable. The Canny Cap chaps have changed personnel but they are rather bored and wishing for more sales. Likewise the Bottle Top Blaster lad, who said he might as well be asleep today as no-one was buying. I spend a lot of time on the computer to keep the emails manageable for later on. It’s difficult when you can’t synchronise the laptop and the desktop – and the desktop is where all the information is kept.

I find that people don’t often identify what the product is when it is housed in a stand of this size, so to say loudly to no-one in particular that we make covers for rotary washing lines often causes people to think about it and realize that it is relevant to their situation. Then we can talk in general terms and I can impart the information they require. Eye contact is really important too; if they look at the stand then it gives me permission to engage them by explaining what the product is. There’s a psychology to this kind of public sales pitch; I just wish I had the knack of it. There are a lot of professional presenters who have a script that often goes for ten or fifteen minutes until the crowd (there’s always a crowd; that’s part of the psychology) can’t wait to buy not one, not two, but three for a bargain price. Ron Popeil perfected the art of this kind of pitch in the US before moving into the “Infomercial” field on TV where he established Ronco, which you may remember selling Veg-O-Matics and such like. The trouble is that you have to stick rigidly to the script, which doesn’t suit my character type.

Sunday at the Ideal Home Show with Rotaire Dryline

Day 3 passed eventfully; I don’t know if it was because of the lovely weather (which we saw briefly on the way in) or because it was a Sunday, or because we found a way to engage with people as they passed, but we seemed to get a much better reception from the visitors, and a lot of definite maybes. Today we were equipped with a sandwich each, a samosa and a bakewell tart, coffee and tea – and Lynn made a toastie that was a bit burned so I ate it rather than let her waste it. I ended up feeling quite bloated. It’s noticeable that from day one to date the entries have become shorter and shorter due to Fran’s presence and the intensity of the traffic. I began to feel guilty when I was checking my emails and potential customers were passing by; the urge to make this investment work is so great.

It certainly is a big Show, probably as big as a major County Show, but condensed into a smaller area, and extending for 17 days on end. Over 300,000 people are expected each year. The quality of the fitting and the sheer cost that has gone into the setting is enormous; entire swimming pools filled with scintillating blue water, three Eco Homes and many spectacular gardens and buildings to go in them; from perspex globes to massive chalets. It was nice that Estelle came to visit us in the afternoon. Although she wasn’t in a fit state to do anything, having had a few drinks the previous night and some at lunchtime it was a pleasure to have her with us for a short while. It’s 5.45 now and Fran has gone to catch a train back to Cheltenham and then home. She’ll be up at 6 in the morning again, And I am concerned that she’s burning her candle too quickly. But it’s time to pack up and go as soon as I can, get back to Jane’s 

Rotaire Dryline at the Ideal Home Show Day 2

On day 2 I started under a handicap. Although Fran was now with me I had a bad night’s sleep due to the late meal and too much wine on the previous evening. We had met our daughter and Jane to eat at a little Italian restaurant in Islington – lovely food – but as usual I had imbibed rather too much wine to sleep beyond 4.00, so I spent a frustratingly long time lying awake. I had a nasty hangover by the time we arrived at the Show but we managed. Interest was much the same as yesterday but with so many more people that it was clear they were often being borne along on the tide of humanity past the stall without ever noticing it, or identifying what we were selling.

I took the time to go up the escalator to the Food area in the afternoon to sample the sausages and cheese, but even that didn't taste right. It was absolutely crammed with people, a solid mess of roiling humans heading in every direction under the sun. If you can imagine a packed tube full of people but all of whom are able to move in every direction then you will be getting close to the reality. We didn't make any actual sales but had several definitely interested and determined to measure their airers. I checked so emails in the morning but found the signal too poor for the system to be easily usable, and Outlook was not connecting because the password for the server had changed. With half an hour to go it is now quiet and we’re just waiting to get away at 6.00. A quiet, early night, without drinking, sounds perfect to me now.

Rotaire Dryline at the Ideal Home Show

It’s probably the caffeine wearing off, but I find the LED light string around the Dryline causes a strange disturbance in my vision. Around each point of light there is a scintillating halo which appears as a dancing haze above and below the light string. It’s not like the normal haze I see about bright lights but a much more vibrant active interference. Is it the visible emission of electrons? I wonder if it could be, and not simply my disintegrating eyesight. Looking across the arena at some powerful searchlights I notice a similar haze, but quite different in kind, like the difference between a still drink and a fizzy one. Perhaps there’s something in the theory after all.

At 5.15 I decide that even though I could go the distance and hold my bladder until the finish line I would be more comfortable if I visited the nearby toilet now rather than later. I start thinking how nice it will be to see Fran, Estelle and Jane in a little while. It’s getting very quiet now, to the extent that I can hear individual voices in the air rather than the complete drone of earlier. I’ll be happy for it to end and to switch off the lights, put away the computer and peg a Dryline (the fancy Union Jack one) over the frontage. 5.45: I talked to a couple who were interested and gave them the discount code – often it is enough to make them get to the order page. It’s time to put away the computer and prepare for the off. One day done.

Rotaire at the Ideal HomeShow III

Well, that was an interesting hour or so! I have sold a Concerto and taken the money by card. I think the new look may help. A lady from Epsom who I’d talked to previously returned and expressed an interest in buying now. I always get nervous and wish that the process took less time when I take an order by card; even when I’m on my home computer rather than on a dodgy mobile link while the customer stands around telling me their details. So, on with the show. Another lady went away very certain she would get a Concerto as well, though her friend liked the sun to get to her washing. A man stared at it and asked “Has no-one else ever thought of this?” “Loads of people have thought of it,” I said “but they haven’t ‘done’ it. They’ve used tarpaulin pegged to the corners, or fitted a parasol over the line, but they haven’t done it.” We went on to talk about other sales drivers apart from the rain: he leaves his washing out until it dries, but then in Devon where he lives you don’t get the pollution. Not everyone is so patient.

So now it’s 4.00pm and if anything it is slowing down. The Romford boys are looking a bit distracted. I finish my tea and sarnie. I still haven’t been to the toilet since the show started; pretty good going! I’m going to see if I can go the distance. A lady walks by, puzzled: “What are they selling?” She said. I indicate the roof over my head, much like an airline stewardess with the exit doors: two at the front and two at the back… “Ah, I get it,” she says and moves on. “I’ve seen that one at CAT” says another. Another lady with a strong East End accent says “You were on…” “Dragon’s  Den,” I said, finishing the sentence for her as she tried to remember the name of the programme. As it is quieting down I lend my second chair to the taller Romford boy and we talk for a while. He likes the giraffes but he can’t have one in his house; “A religious thing, nothing with eyes, it’s bad luck.” He says.