About the Author

John Silvestro

Business Coach and Speaker
John Silvestro started his career in the 1980s as a health foods retail consultant. Since then he has become an acclaimed business coach and speaker, having worked with consumer-focused companies in Britain, the USA, Canada and South Africa.

Articles by John Silvestro
John Silvestro
  • guest-blogs
    Psychological magnets and margin management

    November 24, 2017 Guest Comment, Opinion

    Continuous promotion is a necessity to attract and keep customers, but margin erosion must be closely managed. A key objective of sales promotion is therefore to achieve highest impact at lowest cost.

  • guest-blogs
    Will Ye No Come Back Again

    November 1, 2017 Guest Comment, Opinion

    You have four different types of customer and it is vitally important to understand the differences. In my seminars across the UK and abroad I repeatedly stress this key business principle using an animal analogy. The four types of customer are butterflies, loyal hounds, ‘dumb asses’ and blind bats.

  • guest-blogs
    Dips and spikes – expecting the unexpected

    October 1, 2017 Guest Comment, Opinion

    Some business disciplines are relevant only to specific industries; many others, however, transcend different sectors. There is a key manufacturing discipline, known as capacity management, which is as important in retail planning as it is in factory management.

  • industry-news
    NATRUE in new sustainability project

    June 12, 2017 Industry News, Natural Beauty, Natural Beauty News, News

    Natural and organic cosmetics standards body NATRUE is participating in an innovative new sustainability project, which will transform consumer waste into packaging for new organic products. NATRUE is a partner in the EU-funded URBIOFIN project ‘Horizon 2020’, which runs from 1 June 2017 for four years. Announcing NATRUE’s role in the project, Klara Ahlers, NATRUE president […]

  • industry-news
    FreeFrom Skincare Awards
    FreeFrom Skincare Awards shortlist is announced

    June 8, 2017 Industry News, Natural Beauty, Natural Beauty News, News

    Almost 200 products from more than 100 brands have made the shortlist of the sixth annual FreeFrom Skincare Awards. The awards acknowledge and reward cosmetics ‘free from’ many of the ingredients which some consumers need, or want, to avoid. Five brands lead the way with four shortlisted products each – AA Skincare, Bloomtown Botanicals, Feisc, Gaia and Neantog (The Irish Nettle Company). The […]

  • news
    Antipodes stars at Cannes

    May 22, 2017 News

    Kinetic has secured a prestigious advertising space for organic skincare brand Antipodes at this year’s Cannes Film Festival. The ad is being displayed on one of the main billboards, a spot normally reserved for French fashion elites such as Dior, Guerlain and official sponsor beauty giant L’Oreal. Antipodes is the first natural or organic brand […]

  • industry-news
    NHS enters natural bodycare market

    April 25, 2017 Industry News, News

    Salisbury NHS Foundation Trust has created its own bodycare brand – My Trusty ­– that is free from parabens, Sodium Lauryl Sulphate (SLS), preservatives or artificial perfumes. In the first commercial venture of its kind in the NHS, the brand is being sold in independent natural products stores and hospital shops, as well as being stocked in […]

  • industry-news
    Soil Association organic report
    Organic beauty sales up 13%

    February 24, 2017 Industry News, News

    Sales of certified organic and natural beauty products increased by 13% in 2016 to £61.2 million, according to the Soil Association’s (SA) Organic Beauty and Wellbeing Market Report. The number of SA certified beauty brands is also growing, increasing 22% to 268 licensees since 2016. This is the SA’s first separate report on the organic […]

  • guest-blogs
    The biggest metric mistake? – you do the maths

    July 14, 2016 Guest Comment, Opinion

    Sales revenue, margin, profit, customers per day, average sales value etcetera are all standard metrics in identifying how well your business is doing. There are however metric aspects which businesses can get completely wrong resulting in poor decisions.

  • guest-blogs
    Mind the gap

    May 10, 2016 Guest Comment, Opinion

    John Silvestro has some tips on how to show your customers how premium can be affordable.

  • guest-blogs
    A Tale Of Two Retailers

    January 15, 2016 Guest Comment, Opinion

    As John Lewis Partnership and Marks and Spencer Christmas sales figures are announced I am reminded of how even large retailers can misinterpret the concept of value. JLP department store Christmas period sales were 5% up whilst M&S report a 5.8% sales decline in general merchandise. There are many factors for this comparative variance, however […]


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