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Profits Plus Solutions for Small Business
Retail Expert speakers Retail Management training seminars

e-ret@iler from Profits+Plus and Tom Shay
ideas to sell more merchandise and services
June 2003 - Our 43rd consecutive edition

The June issue of the e-ret@iler contains:

1. The article of the month: Leveling the Playing Field
2. e-ret@iler advisory of the month: Conclusion of Motivating Customers to Buy
3. Our Power Promoting idea of the month: Charge Accounts
4. Your e-ret@iler subscription and contacting
Profits+Plus and Tom Shay

=> Print the June issue of the e-ret@iler so
you can read it at your leisure.


1. Article of the month: Leveling the Playing
Every type of business has competition from another
business. The competition may be anywhere from next
door to many miles away. In today's market the
competition may also include someone that sells by
catalog, or from the Internet. In many situations,
the competition has a much stronger financial
position from which to operate.

Do not read this as discouraging. Instead, see it
as the position of strength of the competition as
well as telling you what their weaknesses are as
we work to develop a plan of attack.

Read the June 2003 e-ret@iler and you will see some
great ideas for developing your position of

Click on the link below to see the June article of
the month, entitled:

Leveling the Playing Field

O <= After printing the e-ret@iler, check here if
you plan to read this month's article.


2. e-ret@iler advisory: The conclusion of the
'motivating customers to buy' series

During the past several months, we have discussed
a piece of research that Bob Woodhall of Jupiter
Music shared with us. In these past few issues of
e-ret@iler, we found that two out of three
customers have not made up their mind about
what they will purchase when they contact or
visit your business.

We also found that seeing the merchandise
displayed was the strongest single influence
upon a customer. The second largest influence
was the manufacturer's advertising, followed
by someone in the family requesting that product,
and fourth place went to their hearing about the product.

Think about a man walking into a store to
purchase a white shirt. With the research material
we have examined in the past few months, it does
not appear it is very likely that he will ask
for a particular brand.

The same should be true for a person asking to
have their car tuned. How often will they instruct
the mechanic to use a particular brand of spark
plugs? Probably, very infrequently.

Will they ask for a certain brand of blank CD's?
Most definitely, we could find the person that will
specify a certain brand, or at least a preference
for taking a first look at a certain brand. But few
will initially ask for blank CD's by brand name.

What do we learn from these examples? How have
you arranged the products in your business?
Hopefully, with a great degree of discretion!
If two out of three people haven't made up their
mind ahead of time, and you are not frequently
experiencing people asking for products by
brand name, then you need to arrange products
so that those you WANT to sell - the ones that
are most profitable for you - are the ones that
customers most easily see.

And whenever there is merchandise for which the
manufacturer has supported with advertising, be
sure to use that advertising material to support
your in-store advertising.


3. Power Promoting Idea for June 2003:

Do you have charge accounts? Take a look
at your existing accounts and see how many have
a zero balance when you send out statements.
These represent customers that have, most
likely, not been in your business for the
past month. I am sure you miss these customers
and most definitely miss their money being
spent in your business.

Why not do a little something extra to tell
these customers how you feel? Here is an idea
from the first book in Tom Shay's Power Idea
book series.

The next time you print statements, print these
accounts with a zero balance and hand write this
message on each statement: "You owe us nothing.
We wish you did. Please come to see us."

You will be amazed when you send these reminder
statements, how many people will respond by
coming in to your business and letting you
know they received your handwritten note.

Do you need more ideas like these to give your
business that added advantage that your
competition can't match? If so, follow this link
to our Resources Page and order each of the four
books in the Power Ideas series.

Resources Page

O <= After printing the e-ret@iler, check here if
you plan to order the Power Ideas books.


4. After searching the Internet for information
that pertains to your business, we create the
e-ret@iler newsletter each month in this short
format to provide you with some ideas for
making your business more profitable.

The subscription is free. If you received this
edition as "passed on" from someone else, you
can subscribe in one of two ways. One is to visit
the Profits+Plus website.


Please continue to make an effort to locate
and do business with other small businesses.
You will meet some really great people and find
others who really appreciate their customers,
just the way you do!

Get your Profits+Plus and may God bless you
and yours!

Tom Shay

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