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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. A new article on the Profits+Plus Seminars website
2. e-ret@iler advisory of the month: gambling at the local level
3. Coming soon to the Resource Page
4. Your free subscription to the e-ret@iler
5. Contacting Profits+Plus Seminars and Tom Shay

1. The Opposite of NO
That's the name of the new article on the website this month.
"The Opposite of NO".
While giving examples from the pool and spa industry, the technique can be duplicated with anything you sell. The opposite of "no" is not a "yes"; sometimes when a customer asks us if we have something, we give the "no" because we don't stock that product. When you read this article you will find out what is the opposite of "no" in retailing.

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. The resources library at the Profits+Plus Seminars website
We are thrilled to tell you a new book is on the way! And, because you are the Internet savvy retailers, we will be releasing the book electronically. It will be available on a CD, or as a downloadable PDF file. For those of you not familiar with PDF files, they are a format that will allow anyone to download a page and print the book regardless of what type of computer they have. It is going to be a great book and is filled with great information as it is about 210 pages long! Knowing that you don't have a lot of time to read it cover to cover, it is written so that each of the 50 chapters can be read in any sequence.
Resource Page

4. Your free subscription to the e-ret@iler
Was this issue of the e-retailer a hand me down to you? No one likes to read second hand news, so send a note for your own free subscription.

5. Contacting Profits+Plus Seminars and Tom Shay
Thanks for stopping to see us. There is a whole lot more information on the website.

Last, and most definitely, thank you for inviting us onto your desktop, and taking the time to read our newsletter.

Get your Profits Plus,


Tom Shay

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