Aug 26, 20024

Milan, Italy

We are now in the industrial heartland of Italy, visiting a distant cousin. The past week, saw us sailing and cycling daily, in and around the many islands off the Dalmatian coast, south of Split, Croatia. This trip provided many stories for how and how not to run a profitable business, but I’ll provide those for you in a few weeks. Meanwhile, here’s a repeat of a useful lesson from last year. 

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Aug 27, 2023

“I just qualified to receive another bonus!”

Can’t read the full email – click here for the online version.

My wife was all excited. In the space of just an hour, she had received enough orders to qualify to receive another bonus from the company she represents.

Let me explain.

My wife is semi-retired. To keep herself busy she takes on a few house cleaning jobs a week – charging up to $50/hour to do so. This is close to double what is considered the norm in our area. Then, on top of this, she tells her clients they need to buy cleaning supplies and the requisite brooms and mops, from a company she represents as an independent agent. 

Last week, this company sent her a bunch of catalogues containing their offerings and specials for the month. So, she took these magazines and personally distributed them to her clients and friends within days of receipt. 

Almost immediately she was messaged and called with orders to buy. 

Then, she emailed her small list of clients a notice that if they ordered something now, they would get free shipping, which was a special offered by the company.

So naturally, while we attempted to watch a movie in the evening her phone was pinging and singing with folks who wanted in.

And in a matter of a few hours – she had a nice number of sales for very little effort.

We are not talking about a big business, with thousands of dollars of sales per day or even per month. This is a part-time gig for her. But there are important lessons for you, if you paid attention.

1. She has a list of clients (customers) to whom she can make offers to.
   
    
2. Old school physical mail (catalogues) combined with email, text, and Facebook messaging increases response.
   
    
3. She combines one service, cleaning, with the promotion and sale of additional products – sold to the same clients. 

She recognizes that her biggest asset is her clients themselves and she makes sure she offers them everything they could use that is related to the first sale. Too many business owners do not. They do not realize that their biggest asset is their existing customers, clients, and patients and so, they do not continue to offer products and services this group could use and would buy, if presented the opportunity. 

One last point. She is the most expensive cleaner in her area. She tells her clients that their property will be so clean that they will be able to rent it out to 5-star guests, and if they do not want such a cleaning – then they should find someone else. 

Naturally, not everyone wants this level of service nor are they willing to pay for it. But for those that do, they get the best and my wife, in return, gets the best clients.

Remember – if you aren’t prepared to compete with the likes of Walmart and be able to serve most people with the lowest prices – then there is no advantage being the second lowest or make the claim we are “pretty good” and we have “pretty low” prices. 

Then, you are like 80% of all your competitors – nothing to distinguish yourself from them and you will always struggle to make enough profit to make a real difference for you and your family. 

Better that you strive to be a premium producer and be in a position to charge accordingly. This training shows you the way. 

Until next week,

Stay healthy and focus on profit! 

- Hugh 
The “Profit Accelerator” Expert

P.S. Did you know that even tiny improvements of 1-3%, in just 12 fundamental areas of your business could give you 50% and more improvement to your bottom-line? Test out my brand-new Profit Acceleration Simulator^TM  and discover the true impact of a conservative estimate of Profit Acceleration initiatives on your business and see for yourself. (https://hughtafel.com/sim)

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