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Sent at your request by Profits+Plus Seminars & Tom Shay
you will read in the December issue of the e-ret@iler:
Special #1: Celebrating an anniversary: December 2001 marks the beginning of our third year of publication. From those who have subscribed by way of participating in one of Tom Shay's presentations, to those who have subscribed by visiting the website and including those who decided they did not want to wait for someone to pass on the e- retailer, we say thanks for subscribing!
Special #2: This month we want to say thank you for allowing us the opportunity to help. When our CD book came out in September, we announced that all proceeds from the CD book would go to small retailers located near 'ground zero' in New York. As the book was completed, we sent a letter to over 50 magazine editors asking for their help in locating some deserving merchants.
And just 10 days ago, we received a call from an editor telling of a business that took a very severe hit. Everything from lost sales, to problems in getting help from their insurance company. We know that all of us together can't solve all of the problems, but we did send our first $1,000 check to be delivered to this merchant.
If you want to help, you can do so by just ordering a copy of the CD book, "What does Tom say?" Send us an e-mail and we will get a copy to you immediately.
Ma Bell Works Here
2. December 2001 e-ret@iler advisory: More of Working Your Website
Last month, we began a series on how to make your website tie into your traditional business. This month, we have several more hints.
Integrate the online and offline businesses. Make sure people see you as one business. This thought could also apply to businesses that also have a catalog. Let me give you an example of how not to do it. The folks at Victoria's Secret have many stores, a multitude of catalogs, and a website that all sell merchandise.
Yet, we have seen numerous people walk into their stores, and before they can complete their question about an item they have seen in the catalog, the help is quickly saying, "That's the catalog department. We don't have the same merchandise as they do." What a turnoff! And what an opportunity they are missing to sell more merchandise. Imagine instead their having a small desk with a red telephone and their catalogs on it. When a customer walks into their store and asks for a catalog item, a salesperson could walk the customer to the desk, invite them to sit down, and when they pick up the receiver on the phone, they are immediately connected to someone at the catalog order desk. This would be making all of their business integrated.
Second hint: For the merchandise you have for sale on your website, ask the vendor to make an arrangement so that they can ship the merchandise directly to your customer for you. No sense in spending money twice with a shipping company as well as causing the customer to get the merchandise a week later.
Third hint: Don't have a different set of vendors for merchandise on the website from those within your store. Maximize your buying power with existing vendors to reduce your costs. You may even be able to get some vendors to provide you with some co-op dollars for promoting their name on the Internet.
We will be back in January with some more hints. If you have some ideas on how to make your Internet business tie in with your storefront business, please send them to us and we will pass them on to everyone else.
The resources library at the Profits+Plus Seminars website
4. Our Power Promoting Idea of the month comes from Tom's book and seminar entitled, "Power Promoting."
Maximize your knowledge for 2002. Many local clubs (Rotary, Kiwanis, Optimists, etc.) are always looking for speakers for their meetings. This is a wonderful opportunity to tell the community about the products and services you sell. If you need to polish your speaking skills, join a Toastmaster's Club.
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