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

November 2001
Sent at your request by Profits+Plus Seminars & Tom Shay

What you will read in the November issue of the e-ret@iler:
1. The article of the month on the Profits+Plus website
2. e-ret@iler advisory of the month: Working Your Website Business
3. The resource library available to you
4. Our Power Promoting Idea of the month: Making end caps sell merchandise
5. Your free subscription to the e-ret@iler
6. Contacting Profits+Plus Seminars and Tom Shay

Follow up: In the September and October issues of the e-ret@iler we discussed ways of telling someone, "NO". As an addition, Peter Stapylton of Canada says use this only on the brash callers. "I am sorry, I was polite to you the first (x) number of times. NO!" Then hang up!

Celebrating an anniversary: The November 2001 issue of e-ret@iler is the 24th monthly edition. With December we will begin our third year. What began with just a few readers around the United States has grown to thousands of retailers around the world. We are glad to have all of you with us. Thanks for subscribing!

1. Party Time
Our November article on the Profits Plus website is entitled,
"Party Time".
While you may think of December as being the traditional time for parties each year, we are thinking of parties for a different reason in your business. Click on the link to read how parties can be used to build a better sales team for your business.

2. November 2001 e-ret@iler advisory: Working Your Website Business
Now that we all know that Internet businesses are going to keep our customers at home and away from our businesses, we still will have the opportunity of making the Internet work for us. Instead of seeing a web presence as some massive and overwhelming task, let's take a look at 10 critical points in making your presence best know on the Internet. We will take the first three points this month, and then complete the list with our December and January issues.

A. Leverage the brand recognition and the trust your customers already have. You have probably been in business for a number of years. From their experiences over these years, your customers have an impression of you. You want your web presence to be an extension of that - not a totally different looking business.

B. Drive business to your website. Just because you create a website does not mean people will visit it. How about creating a flyer that you can give to customers in your store, inviting them to visit the site? A coupon as a bonus for shopping on line could be a great incentive.

C. Utilize your customer information and the individual relationships to anticipate their needs. If you have been collecting e-mail addresses, your website is a great way to respond to your customers wants and needs. If you are not getting this information, customers will gladly share it, if there is something in it for them. Tell your customers as they shop in your store that you send out e-mails that offer exclusive online bonuses, or that you provide them with season information about the usage of the products and services you sell.

Next month we will cover several more points about driving website business. And like our just completed series on the use of the word "NO", please feel free to send your ideas so we can share them with the rest of our readers.

3. The resources library at the Profits+Plus Seminars website
In October we added several new pages of the overheads you have seen in Tom's presentations. They additions include the list of things we should say, and should not say to our customers.

We have also added a new product, the CD version of "What does Tom say?". If you enjoy reading the article each month from our website, then you will definitely enjoy the CD book. You can click on this link to go immediately to that page on the website. And from now until New Year's, 100% of the proceeds from the sale of the CD book will go to the fund we have created to help a small business located near ground zero in New York City. Take a look at the book, and when you order a copy, know that you are helping another small business. Here is the link to the resource page:
Resource Page

4. Our Power Promoting Idea of the month:
End caps sell merchandise. Did you know that an end cap display can sell as much merchandise as an 8 foot long counter? End caps need to have a lot of consideration given to them before you decide to pile merchandise on them. There are several types of end caps of which these three are most prominent: the power display, the new item, and the seasonal.

The power display often has no more than two items on it. The first is the lead item that should be the bulk of the display. Most definitely your price needs to be in line with the pricing of your competitors. The second and third items should relate to the first so that there is a natural add on sale.

The new item is just that. Make sure it does not have the appearance of "hands off". You want enough merchandise so the customer can easily understand this is not just a "look at" display. And don't forget a sign. Signs can increase sales by 50%.

The last display is the seasonal one. Remember that people look at merchandise a season ahead. What will you be selling in the first part of the year? When the merchandise arrives early, create a display that tells people how your business will be their headquarters for the coming season.

Our Power Promoting Idea of the month comes from Tom's book and seminar entitled, "Power Promoting."

5. Your free subscription to the e-ret@iler
If you have received this edition of the e-ret@iler by way of someone passing it onto you, you can add your name to the free subscription list by clicking on the link in the upper left hand of this page.

6. Contacting Profits+Plus Seminars and Tom Shay
Thank you for inviting us onto your desktop, and taking the time to read our newsletter. We trust you have received some business building ideas from it as we look forward to visiting with you in December.

God Bless America!

Get your Profits Plus,

Tom Shay

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