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e-ret@iler
August 2001 Sent at your request by Profits Plus Seminars & Tom Shay What
you will read in this month's issue of the e-ret@iler: 1.
The Opposite of NO 2. Gambling at the local level As often as I have the pleasure of traveling to a trade show or conference in Las Vegas, I have never found the gaming areas to catch my attention. The same is true when I have traveled to Biloxi, Mississippi, New Orleans, Louisiana, or any other city with gambling. My comment to folks was that I consider retailing to be enough of a gamble. Actually, as retailers we all need to become gamblers - at least within our business. I recently worked with a group that I had presented an idea to some 60 days previously. Their merchandiser immediately contacted the supplier and enlisted them to appear in their trade show. After the show, I was told some 40% of their stores decided to try the idea. The cost of the idea was only $100. Some folks said they did not want to gamble. Yet, they gamble every day. As an example, you expect a certain Saturday to be a very busy day, and you schedule plenty of help on the sales floor. Instead, after you have been open for an hour, it begins to rain. And it rains a lot all day long. You have wasted a sizable number of dollars in unproductive personnel unless you can get everyone working using your "rainy day project list". Wayne Gretzky, the great hockey player, said, "you will miss 100% of the shots you don't take." Have you taken any shots today? 3.
Your free subscription to the e-ret@iler 4.
Contacting Profits Plus Seminars and Tom Shay Last, and most definitely, thank you for inviting us onto your desktop, and taking the time to read our newsletter. Get your Profits Plus,
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SEPTEMBER 2026
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With over 25 years of frontline experience Tom Shay is America's leading Small Business Management Expert. He's a "Must Have" for your next event.
Small Business
Our September advisory is titled, "What do you sell?" My favorite example of someone getting it wrong has an email that starts with, "Sallysellsinsurance@."
Yes, that may be the product that Sally sells, but what she is really selling is peace of mind in knowing that if something happens, you are not going to pay the entire cost of the loss.
This is but one example. Our September advisory - What do you sell?
Small Business
Yes, selling does include translating features into benefits. But it does not stop there. What if the benefit is not relevant to the customer? Then, there might not be a sale. This is where advantage comes into consideration, and that is our top story of the month.
When you think about a customer who makes a point to talk to you and your staff, have you ever thought about getting them to talk about your business with their friends? The September Article of the Month shares an idea.
The Art of the Exit is our suggested book of the month. The author, Jackb Orosz, discusses ways of getting out of your business whether it is retiring or just time to move onto something else.
All this plus the Internet Tool for Your Business and a staff incentive idea for your business.
