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. Your free subscription to the e-ret@iler
4. 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. Your free subscription to the e-ret@iler
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4. Contacting Profits Plus Seminars and Tom Shay
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Tom Shay