Sharpen Your Managers Eyes to the Ways of Making Money

February 26, 2007

In his book, ‘How to Be Rich’, famous millionaire J. Paul Getty tells the story of how he once hired a man named George Miller to superintend operations at some of the oil operations outside of Los Angeles, California.

***
George Miller was an honest, hard-working individual who knew the oil business. 

His salary was commensurate with the responsibilities he was given. And Miller seemed satisfied with both his job and the pay he received.

However, whenever Getty visited the properties and inspected his drilling sites and producing rigs, he invariably noted things he felt were being done in wrong or inefficient ways.

There were too many people on payroll. Not adequate controls over costs. Certain types of work were being done too slowly; others were performed too rapidly and without proper care. Some equipment items were being overstocked while there were shortages on others.

As for George Miller himself, J. Paul Getty felt he was spending too much time doing administrative work in the LA office, and not enough time out in the field. 

Thus, he wasn’t able to exercise the necessary degree of direct supervision over the operations that were under his responsibility. All these things served to keep costs high, to slow down production, and hold down profits.

But J. Paul Getty liked George Miller and felt certain he possessed all the qualifications of a top-notched superintendent.  After some weeks, Getty had a man-to-man talk with him.

He informed George bluntly that he thought there was considerable room for improvement in the manner in which he was handling the job.

‘It’s funny, but I need only to spend an hour on one of the sites and I spot several other things we could do better or cheaper, and increase production and profits,’ J. Paul Getty told him. ‘ Frankly I can’t understand why you don’t see them too.’

‘But you OWN the properties,’ the superintendent declared. ‘You have a direct personal interest in everything that happens on or to them. That’s enough to sharpen anyone’s eyes to the ways of saving – thereby making – more money.’

J. Paul Getty never thought about it in quite that way before.

He mulled over what George said for a several days, and decided to try an experiment. He had another talk with George.

‘Look, George.  Suppose I farm the properties out to you.’ he suggested. ‘Instead of the paying you a salary, I’ll give you a percent of the profits.  The more efficient our operations, the bigger those profits will be — and the more money you’ll make.’

***
Miller gave the proposition some thought and then accepted the offer enthusiastically. The change was immediate – and according to J. Paul Getty – a little short of miraculous.

No longer merely a salaried employee, the superintendent became keenly concerned with cutting costs, boosting production and increasing the profits in which he was now to share.

Miller looked at the operations in a completely different light – instantly recognizing – and correcting – faults which he had before missed.

Where before he’d spent two and sometimes three days each week in the Los Angeles office, now he made only brief shows there once or twice a month. He chafed impatiently until he could return to the drilling sites.

***
J. Paul Getty checked out the properties again 60 days after George took over under the new deal. He could find nothing wrong. He noted little if anything he could have done better himself. 

In a very short time BOTH Miller and J. Paul Getty were making far more money than they had before they starting working on a profit-sharing basis.

***
The lesson that J. Paul Getty learned is valuable for any cart and kiosk owner. Pay your managers based upon their performance and the performance of the business.
 
It sharpens their eyes to the ways of saving and making money. They work harder. They perform better. Often both you AND they make more money.

***
Best,

Brady Flower

P.S. For more tips on how to run a successful mall cart or kiosk, subscribe to the Specialty Retail Report:

http://www.kioskexpert.com/srr.htm 


Why Mall Rents are Artificially Low

February 12, 2007

Did you know that the typical mall receives anywhere between 500 and 5000 inquiry calls per year from folks inquiring about opening a cart or kiosk?

That’s about 2.5 million calls across the industry.

That’s a lot of people calling to inquire about a cart or kioskbusiness. And certainly enough people to fill any mall in the country.

***
Now… many of the people calling don’t have a clue how much they can actually make with a little cart or kiosk. I had no idea at first.

The prospect of paying $10K for two months in the middle of the mall seemed ludicrous. And outrageous. But a supplier showed me how I could sell $100K worth of heat packs in only two months during the holidays. And generate a profit of over $30K.

From a little cart space in the mall.

All of a sudden, $10K for rent didn’t sound quite so bad for access to that opportunity…

Because a lot of the people that call don’t know how much they can make from a cart… when they hear how much it costs to rent space, they politely hang up, never to be heard from again. 

Now keep in mind, they’re looking for a way to make money. They want their own business.  Many just don’t know quite how to do it.

As marketer Jay Abraham puts it, most people are ‘… silently begging to be led.’

***
Now, if the malls ever really caught on to this… they’d take EACH of their 500 or 1000 or 5000 prospects by the hand. And they’d walk each and every prospect through step-by-step how to make money from a cart or kiosk.

You know what would happen?

Demand for cart spaces would skyrocket. Cart spaces would be full. And rents will go up. Sooner or later the mall developers will figure this out. But until they do, here’s my suggestion:

Strike while the iron is hot.  Hoist your sale while the wind is fair. Make hay while the sun shines! Take advantage of opportunity now, while it presents itself!

There are LOTS of opportunities to make money from a cart or kiosk in the mall.

***
Are you making hay while the sun shines? If not, register for my product profile email sublist:

http://www.kioskexpert.com/cmd.asp?ad=282570

Each week or so I profile suppliers like that one that helped me get started in business several years ago. These suppliers that offer concepts that are making people money. Right now.

Like this week. I am profiling a company whose 30 company-owned locations generated between $30K and $42K in sales… per cart…  last month…  in January.

Now that’s making hay while the sun shines!

And they have 90+ distributors are doing same or similar numbers each and every month. The good news for you and I is that there are still 900 locations available for someone who’s looking. 

They’re ready, willing and able to help you get started.

***
Find out more about this opportunity and others like it by registering for my product profile list. Register for f-r-e-e at:

http://www.kioskexpert.com/cmd.asp?ad=282570

***
Don’t wait. Strike now… while the iron’s hot.  While the wind is fair. And while the sun shines!

Brady Flower

P.S. You can also find profitable mall cart and kiosk opportunities in the Specialty Retail Report magazine. It’s where the suppliers advertise.  And it’s where you can find them. Click here to subscribe:

http://www.kioskexpert.com/srr.htm
 


Boost Your Mall Cart Sales by Applying This Simple Equation

December 8, 2006

I received a voice mail this past week from a cart operator on the east coast. He was selling a ‘demonstration’ product, and was looking for ideas to increase his sales.

***
Here are excerpts from that short voice mail:

‘I look at the nail cart doing the hawking, they just do so well.’‘I feel like I can’t hawk.’‘Once they [customers] come and look, I do talk to people’

***
In our subsequent conversation, it was clear that he felt he had only two options to approach customers. His first option was to use the relatively PASSIVE sales approach he’d used up until now.

He’d waited for customers to stop FIRST, and only then talked with them. At some level he KNEW he was missing out on sales by using this method.

The other option as he saw it, was to adopt the hyper-aggressive, hawking approach of the cart down the hallway… knowing it might increase his sales… but knowing also that it might turn off customers, and put him at risk of getting booted from the mall.

(Hawking is not allowed in most malls.)

***
As we were talking, I was reminded of a simple equation that I heard at a session on demonstration-selling this spring:

Outflow = Inflow

OUTFLOW represents communication you direct outward.  INFLOW represents what you get back.

***
When we use a passive approach, we offer very LITTLE outflow.

The lack of outflow can LIMIT the desired inflow of potential sales.

Limited Outflow = Limited Inflow

***
The other approach, hawking, offers a lot more outflow and can result in a greater inflow of sales… but also can result in unwanted and unneeded inflow, such as unhappy mall patrons and a ticked-off mall management.

Inappropriate Outflow = Unwanted Inflow

(Again… hawking is not allowed in most malls.)

***
In our subsequent conversation, the operator and I talked about another approach.. 

An approach that might be considered ‘middle ground’.

An approach that is ‘active’, but not ‘aggressive.’

***
One of the simplest forms of ‘outflow’ is to simply greet people passing by…

‘Hello’.

Now, I don’t mean the just kind of ‘Hello’you use after someone walks up to your cart of their own accord. But repeatedly, and repetitively greeting people that pass by, ‘Hello’.

***
When we greet a person hello…. ’something’ happens. That ’something’ is usually one of two things:

Either the person continues walking on down the hallway… in which case we let them go.

Or, they acknowledge us… by looking at us or our cart.

That’s ‘inflow’.

***
More outflow = More inflow

***
When a prospective customer acknowledges us by looking at us or our cart… we can proceed forward another step… with more outflow…

‘Have you seen this yet?’

(Or whatever phrase is most appropriate for our product.)

Again… ’something’ happens.

***
That ’something’ might be that the person continues to walk on down the hall… in which case again, we let them go.

Or that person might stop, and look at our product… or they might look at us inquisitively… or they might ask ‘What?’…

That’s more inflow.

***
More outflow = More inflow

***
If people stop, or look, or ask, we proceed to the next step in our presentation.

Outflow. 

If we have a good product and a solid presentation… …. a certain percentage of the people we talk to… will BUY from us.

Inflow.Desired inflow.***
Want to boost your sales? 

Increase appropriate outflow.

It’s can be as simple as greeting people, ‘Hello’.

Best,

Brady Flower
The Kiosk Expert

 


When Being ‘Un-Natural’ Can Pay Off

September 18, 2006

Last week, I received an email from a first-time cart operator.

He had opened up a cart at the beginning of  September. And wrote me because his sales weren’t what he expected.

He explained how his cart was in a top mall, and he was selling a proven product.

‘Hope you can give me some tips.’

***
I emailed back with some questions, the main one being…

‘Are you using the SALES SCRIPT provided by your supplier.’

I didn’t really have to ask. I already knew the answer.

‘…The company did send me a ’speech’, but i rarely use it…

… i just let them come and look and let them make up their mind.  If they ask for prices or ask for more info, then that’s when I tell them about the prices…’

***
When we spoke on the telephone, near the end of last week, I asked when he ditched the script.

‘The first day.’

So why didn’t he stick with the script?

‘…it just didn’t seem natural.’

***
Very RARELY does a sales script seem ‘natural’ at first. 

I’ve found it generally takes at LEAST seven to ten days of ACTUALLY selling with a script… before it starts to feel comfortable.

That’s the point when you are able to use the script without continually thinking…

‘… what do I say next?’

And your focus can shift from internally OFF of yourself, and ONTO your customer and THEIR needs.

***
A common mistake made by many cart or kiosk operators is to ASSUME that because a product is a proven seller… that they can just ‘roll it out’ onto the ’shelves’ and let the product ’sell itself.’

Often, the biggest benefit in choosing a proven product, is NOT so much the product itself… but in the SYSTEMS used to sell the product.

And a proven sales script is one of the most POWERFUL selling systems a cart or kiosk operator can employ!

***
Now, folks often RESIST using a script because it’s ‘not natural.’ Most scripts ARE NOT natural at first.  Most of us are not natural salespeople.

However… we don’t use a script because it is natural OR because it’s fun… but because it is USEFUL. We use a script because it leads to sales.

***
If you are lucky enough to have chosen a product where the supplier provides a sales script… USE it! Stick with it! Practice it! Until it BECOMES natural.

If you DO stick with it, and learn that script, it WILL lead to more sales!

Brady Flower
The Kiosk Expert

P.S. For more tips on how to run a successful mall cart or kiosk, subscribe to the Specialty Retail Report at:

http://www.kioskexpert.com/srr.htm


What TYPE of Product is Right for You?

February 23, 2006

I get asked all the time ‘What product should I sell in my mall cart or kiosk?’

However, usually that FIRST question to ask is not WHAT product to sell, but, ‘What TYPE of product is right for me?’

I received an email from a mall cart operator last Christmas from an operator who was selling a product that I KNEW was a proven winner. But he wasn’t doing as well as he expected, and wanted some help. 

It turned out that although his product was a GREAT product, it was the wrong TYPE for his personality. He wasn’t willing to do the work required to succeed with that product. And as a result, didn’t do nearly as well as he could have.

***
There are really two major TYPES of products you can sell in the mall:

1) DEMONSTRATION Products

2) STATIC Products

***
It is just as important to pick the RIGHT product for YOUR personality and YOUR goals as it is to pick a GOOD selling product.

So, let’s take a brief look at the two major product TYPES:

***
1) DEMONSTRATION PRODUCTS

Demonstration products are products that are typically sold via a sales PRESENTATION. That presentation might explain the benefits of the product, what it does, and/or how you use it.

‘What is it?; What does it do?; Why do I need it?’

Oftentimes a presentation is NECESSARY to sell the demonstration product – as the casual passer-by in the mall may not be initially familiar with what it is or what it does!

Demonstration products typically offer a HIGH profit potential and LOW risk. That is because YOU and your STAFF control how MANY presentations you give. The more presentations you make, typically the more you sell.

However, demonstration products generally require a higher QUALITY staff – because the sales are dependent on their efforts.

***
2) STATIC PRODUCTS

Static products are often ones can sell without much explanation. We might consider to be ’staples’ or products that most EVERYONE is familiar with – jewelry, T-shirts, sunglasses… …and so on….

Your customers already know what these products do, and how they work (YOU know what a T-shirt does, right?) As a result, your customers don’t NEED as much of a presentation to make a decision.

The demands on your staff are not as high, because your customers are already familiar with the product and what it does.

However, you tend to be more a the mercy of mall traffic. Sales are only made when the customers decides to stop by.

***
In the case of the man that emailed me….he had picked a demonstration product to sell, but wasn’t willing to demonstrate it or hire a staff to do so. As a result, he had mall full of customers stream by his cart without really knowing what he was selling – and didn’t sell nearly as much as he could have. 

My feeling is that he probably would have been much happier – and done better – if he had elected to sell a STATIC product.

***
On the other hand, it would drive ME ’stir crazy’ to sell a STATIC product. I want to be more active, selling my products, and training a staff how to do so. For me, a DEMONSTRATION product is much more in alignment with MY personality, and MY goals.

***
What TYPE of product best suits YOU and YOUR personality?

Before you ask, ‘What product should I sell?’, first decide what TYPE of product is right for you! Pick the right TYPE of product! You’ll be happier, and you will do better!

***
To find profitable DEMONSTRATION or STATIC products, subscribe to the Specialty Retail Report magazine.

It’s your best source for finding successful mall cart or kiosk products. It’s only $35 per year! Click here to subscribe:

http://www.kioskexpert.com/srr.htm

***
May fortune be with you!

Brady Flower 
The Kiosk Expert

P.S. Each issue of the Specialty Retail Report magazine profiles successful cart and kiosk
entrepreneurs. Learn their secrets! Subscribe today at:

http://www.kioskexpert.com/srr.htm


What ULTIMATE OUTCOME do You Want?

January 20, 2006

Napoleon Hill, author of ‘Think and Grow Rich’ once said:

‘There is ONE quality that one must possess to win, and that is definiteness of PURPOSE, the knowledge of what one WANTS, and a burning DESIRE to possess it.’

Earlier this week I spoke with a young entrepreneur from Southern California.

She was interested in opening up a sunglasses cart in the area, but was FRUSTRATED because each mall she contacted ALREADY had a sunglasses cart open.

What to do?

As we talked, it turned out that what this young entrepreneur REALLY wanted was to go into business for HERSELF, and not have to work in ’standard 9-5 job’.

She had a friend that operated a sunglasses cart in a mall. Her friend was doing really well. She thought opening a sunglasses cart would be a great way to get started in  business for herself, and not have to work for someone else.

As we continued to talked, she told me about her goal to build a ‘cart empire’. And as we talked further she revealed her goal to ‘retire’ within the next five years with over a million dollars.

***
I imagine if we continued to talk, she might have indicated that her ultimate outcome might have been to….

….own a beautiful house on the beach in Southern California..

….workout every morning and then get a massage…

….work a bit on new projects in the afternoon….

….then go out to dinner at a nice restaurant with a wonderful husband….

….or who knows….we didn’t really get quite this far.

***
Here is my suggestion, and it is one that I think Napoleon Hill might approve of: 

Establish the ULTIMATE OUTCOME you are looking to achieve first.

When you do that first, you will find multiple PATHWAYS to achieving that outcome! AND, you will find it MUCH easier to step over, or step around, or completely avoid potential obstacles.

***
When we first got on the telephone, the stated goal of this young entrepreneur was to open a sunglasses cart. And that effort was STYMIED because there were no openings in the local area.

As we talked further, it came out that she had BIGGER and more EXPANSIVE goals…and that opening a sunglasses cart was really just an INTERIM step in reaching those bigger goals. Once we started focusing on the ULTIMATE outcome she was seeking, we came up with multiple ways that she could reach ACHIEVE that outcome.

For example, instead of feeling like she was at a dead end because their were no apparent openings for sunglasses carts in her area….

….we talked about OTHER successful products that she could sell in a cart to get up and started in business for herself…..

…and begin on her PATH to achieving her ultimate outcome.

(We also talked about a few CREATIVE methods that might actually allow her to secure a location for that sunglasses cart!)

***
First, define the ULTIMATE OUTCOME you want to achieve! 

Then, start on the pathway to achieving it.

***
That’s it for now!

Brady Flower
The Kiosk Expert


Will You Be Prepared?

November 18, 2005

In my last few updates, I talked about how continuing to hire throughout the holiday season can help you STAY in CONTROL of your business.

Next up, I am going to talk about how continuing to hire can create REAL opportunities for additional revenue, and profit.

***
In my last update, I told you how in my first season running my cart, I stopped hiring at the beginning of December, thinking I was set with my staff.

Then the ‘Holiday rush’ hit….the two weeks before Christmas.

I had HEARD from others how the BUYING mentality changes in the last two weeks, but I hadn’t experienced it yet.

***
Anyway, what happened was that my BEST salesperson, Emily, had to leave during the last week before Christmas.

Because I stopped hiring at the beginning of December, I didn’t have anyone to step in and replace Emily.

As a result, probably lost out on five thousand dollars in sales.

If you missed that update, you can catch up at the following
link:

http://www.kioskexpert.com/count_on_111605.htm

But I’ll tell you…..there is an even BIGGER price I paid for my decision to not hire all the way up through Christmas.

You see, I found that during that last two weeks, there were SO  MANY extra people in the mall – people LOOKING for things to buy as gifts…..

…..that I could have had ANOTHER three or four people working AT ALL TIMES and kept them busy.

I mean, if I could have added just a FEW more salespeople, we’d have made another TEN or TWENTY thousand dollars in sales – whether Emily was there or not!

***
I’d stopped hiring, and it was then too late! Keep in mind, I ALREADY had a staff of about thirty people. At our peak that holiday season, we had thirteen people working on our cart – ALL AT ONCE.

It wasn’t like I didn’t have people working with me.

But once the rush hit…..we could have had more….and I’d have made much more money!

***
You better believe the following season I continued hiring ALL the way through December!

I DID add extra salespeople during that last two weeks rush period, DID make nearly an extra twenty thousand dollars in sales as a result!

***
So… the choice is yours. Will YOU be prepared for the Holiday RUSH?

Keep hiring! Get some extra staff ready to throw on you cart during that last two weeks.

And see if you can’t add an additional ten or twenty thousand dollars in sales as well!

Brady Flower 
The Kiosk Expert


Does This Look Familiar?

November 14, 2005

This summer I was walking through the Mall of America. I live in the Minneapolis area a quick train ride away from the Mall.

I actually went there to pick up a couple of accessories for my cell phone.

I knew there was a cart at the mall that sold what I wanted. That’s why I took the trip.

***
When I got to the mall, I scooted up to the third floor on my way to the cart. When I got close, I saw a kid about 16 or 17 ‘working’ there, wearing some ripped up jeans, and wrinkled old t-shirt.

Now when I say ‘working’, what I REALLY mean is that he was leaning back in a chair… with his feet propped up on the cart… and a baseball cap tipped over his eyes, as if he was sleeping.

Now, I don’t know how he COULD have been 1 sleeping… because it looked like it would take someone with the balance of an Olympic gymnast to stay in that position without falling!

I don’t really know if he WAS sleeping because I just walked RIGHT BY.

He certainly didn’t look like he wanted to be working… and didn’t seem like the kind of person who wanted to help me.

***
Does a situation like this sound familiar? Have you seen something like this on OTHER carts?

If you do, or you have seen it….you are seeing a situation that is going to kill sales at ANY cart. I find that many cart operators are worried about a situation like this happening with their staff.

The good news is that there are some simple steps you can take to stay in CONTROL of your employees.

I don’t know if the owner of THIS cart knew how ‘hard’ his employee was working. I am sure they wouldn’t have approved. And YOU shouldn’t either.

THIS owner of the cart had lost CONTROL of the situation.

He lost my sale, and I am sure a bunch of others.

***
Tomorrow, I’ll show a simple step YOU can take to stay in CONTROL of your employee situation…

… so YOU don’t end up with someone like the young man I mentioned earlier in this update working at YOUR cart…

… and so you can make the sales to me and others like me.

Brady Flower
The Kiosk Expert
http://www.kioskexpert.com

P.S. For more tips on how to run a successful mall cart or kiosk, subscribe to the Specialty Retail Report at:

http://www.kioskexpert.com/srr.htm