Jul 15, 2023
North Bay, ON – “I think we should buy this for our dog. He
might need it.”
Can’t read the full email – click here for the online version.
Once upon a time, in the land of maple syrup and hockey-loving
folks, there existed a beautiful wilderness known as Muskoka. Tucked away in Ontario, Canada, this enchanting area became a prime destination for people wanting to escape the hustle and bustle of city life and indulge in some recreational fun.
But when, you might ask, did this magical transformation occur?
Well, my friend, let me take you back to the late 19th century. It was a time of fancy top hats, steam-powered locomotives, and
audacious adventurers. The year was 1860, and the Muskoka region was like a hidden gem, just waiting to be discovered.
Fast forward to today.
Muskoka has become the playground of the rich and famous (as well as the not-so-rich and not-so-famous). Celebrities flock to this slice of paradise, seeking refuge from the prying eyes of the paparazzi and a taste of the simple life. The likes of Walt Disney, Steven Spielberg, and Tom
Hanks have all sought solace and inspiration amidst Muskoka's natural wonders.
I happen to have a distant and dear cousin, who owns a “cottage”
in this haven of Ontario’s millions of lakes, just north of Toronto. We spent a few idyllic days there earlier this week.
Our first day being a brilliant, sunny one with little wind and temperatures in the mid-70s, they decided we
should take the boat out for little cruise to one of the “ports” and get some supplies. They assured my wife that the little store there would have rice crackers and other food items, perfect for any discerning “upscale” crowd.
Across the road from the store was a small marina, boat sales and storage plus a store for all your cottage needs.
This building was designed over a dock and could be
easily accessed by driving a boat directly into it, if one wished.
My cousin pondered, randomly it seemed to me, if they had lifejackets for dogs. Sure enough, in one corner of the store was a selection of jackets for every size. She then proceeded
to look for one that would fit her dog.
Now, I had seen their dog in action earlier that day, running into and out of the water, swimming without difficulty, retrieving balls. It’s 60 lbs or so, only 3 years old and in great shape. Having grown up
on a lake, with dogs, I must tell you, that in my experience, they don’t need lifejackets. They can swim 2 miles easily, and in the lakes these guys were cruising, one would never be more than ½ a mile at most.
So, I naturally told my cousin she
should save the $90 it cost, for something else.
But when her husband showed up and discovered what his wife was thinking, he immediately championed the idea and insisted they get it.
“You never know”, he said. “If we have an accident, in the middle of one of the big lakes, this will come in handy.”
(Never mind that life-saving jackets for the humans were buried under the seats and the likelihood of said accident was very low.)
This incident reminded me of an important lesson.
- Do not assume that your clients share your beliefs or
preconceptions.
- Affluent clients and consumers will buy items that you and I may deem preposterous. But if you want to serve that group – make sure you have those items available for sale.
Until next week,
Stay healthy and focus on profit!
- Hugh
The “Profit Accelerator” Expert
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