February 11, 2023
Canmore, CANADA
“Only 40 bucks! Are you kidding me?”
(Can’t
read the full email – click here for the online version.)
I had finally dropped
off my skis to be repaired.
I had damaged them back around New Year’s, by foolishly following my daughter into an area that looked fantastic, but knew deep down hadn’t received enough snow to really cover the rocks underneath.
Naturally, she floated above any danger and didn’t receive one scratch.
Since we haven’t received any new snow since then, I hadn’t needed them, plus, I wasn’t too keen to drop them off to just any repair shop – not all them know what they’re doing.
So, when my wife told me that our friend Mike,
who used to tune skis for the Canadian Women’s National Ski team had opened up a small shop in our town, I knew they’d be safe in his hands.
Mike has been tuning and repairing skis in our valley since I first came here back in the early 80s. He’s worked
out of many different shops and “garages”, mostly in the resort town of Banff. He finally pulled his equipment out of the last place, after town road construction and parking fees made it difficult and expensive for customers to access him.
We thought
he’d finally retired.
Nope. He found this convenient space, in a newly built building, with good parking. Very accessible to all of us locals and to ski aficionados driving to the mountains from the big city of Calgary.
He opened without any notice, no ad nor social media post. Not even an email to a list of past customers.
Which brings me to this week’s lesson.
- Could you just close in one location and reopen in another, without any kind of promotion or notice and still do well? What kind of “Market Dominating Position” would you need to be able to do so?
- How much better would he be doing if he had? (He would have received my skis back in December for a tune, that’s for sure.)
- So many businesses
underprice their services. He could raise his by 50% and still be lower than most of the competition. He has his reasons – I guess. But whatever they are, they are not helping his retirement plans. Have you raised your prices recently? If not, why not?
If you’re open and interested in learning more secrets to positioning your
business into a league of its own, go to hughtafel.com and scroll down to the section on “FREE TRAINING FOR BUSINESS OWNERS”.
Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator” Expert
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