e-ret@iler from Profits Plus and Tom Shay
ideas to sell more merchandise and services
June 2006 - Our 79th consecutive issue

The June e-ret@iler contains:

1. The article of the month: Who has the big
hat?
2. e-ret@iler advisory of the month: DOB & SOB
3. Web tip of the month: gross profit percentage
4. Our Power Promoting idea of the month:
National Independent Retailers Week: July 16-22
5. Book of the month: Purple Cow
6. Your e-ret@iler subscription, contacting
Profits Plus and Tom Shay

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

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1. The article of the month: Who has the big
hat?

This story comes from a personal experience in
a restaurant at a hotel in Atlanta. If you
want a solution to the, "that's not my job"
syndrome, you will want to read this article.

Who has the big hat?

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

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2. e-ret@iler advisory of the month: DOB & SOB

Most people think of DOB as "date of birth" and
SOB as... Well, they may both be correct, but in
business they refer to the next generation in
the business - Daughter of Boss and Son of Boss.

Last week I went to the nearby location of the
locally owned dry cleaners. At best, the counter
person was inattentive. The person I was
accustomed to seeing eventually came from the back
and said hello. When the first person went to
the back of the shop, I asked the other where
she managed to find this new employee.

"Oh, that is the son of the boss. He is a real
piece of work. It is going to take a while to
get him in shape", was the answer.

As owners, do we see that we are not doing
our children any favor by putting them in a
position by way of the advantage of being a
relative.

In this situation, what does this say to the
other employees? Can you imagine what this
"SOB" will be like to work for in a few years?

As this family owned business has 8 locations,
I don't see this kid working his way up. He is
simply going to assume a position of authority.
What a huge mistake the owner is making.

My father started me with a broom and a paint
brush. I did not like it at the time, but today
I see his wisdom. What are you doing with or
for your child?

O <= After printing the June e-ret@iler, check
here if you plan to review this material for
your business.

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3. Web tip of the month: gross profit percentage

The cost of an item is $50 and you decide to
sell it for $100. You clear $50 in profit. Is this
net or gross profit? Is this a 50% margin? A
50% markup? Is this a 100% margin or a 100%
markup? Visit this page on our website to
gain a clear understanding.

Gross profit percentage

O <= After printing the June e-ret@iler,
check here if you plan to look at the financial
ratios calculator.

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4. Our Power Promoting idea of the month:
National Independent Retailers Week - July 16-22

This is our week coming up next month. We
should celebrate by talking now with our
local media to get them to play it up. One
merchant in the northeast got their newspaper
to do a big article about the advantages of
doing business with a locally owned business.

If the media is going to tell the story, we have
to be the ones telling them about it. Are you
going to do your part?

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5. Book of the month: Purple Cow by Seth Godin

You are driving along a rural road. You see pastures
of cattle. After a short while, all the cows look
alike. Then you see a purple cow. Does it stand
out?

Now you begin to see pastures of purple cattle.
Again, after a while all the purple cows look
alike.

Business is a lot like this. It is not enough to
be a purple cow. You have to be the cow that is
different. Is your business different? If it is
the same as it was five years ago, and you have
a winning concept, then surely someone has copied
that format. It is time for something different.

That's what this short and neat book is all about.

If you have already read this book, or are looking
for more books to read, follow this link to the list
of suggested readings on the book referral page
of the Profits Plus website.

Book Referral List

O <= After printing the June e-ret@iler,
check here if you plan to read the book of the
month.

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7. Your e-ret@iler subscription and contacting
Profits Plus and Tom Shay.

You can subscribe to the e-retailer newsletter with the link in the upper left corner of this page.

Contacting us is just as easy:
The phone is 727-823-7205
The fax is 727-898-3179
The mailing address is:
PO Box 128
Dardanelle, AR 72834 USA

Again, my reminder. Make a point to do
business with another independent. When
you do, you will likely meet a person
that will become a friend and runs a
neat business - just like yours.

Get your Profits Plus. May God bless you
and yours. We will see you in July.

Tom Shay