AUGUST 2004
Greetings & Salutations:
Would you believe, in business ...
You can do it so 'right' it's wrong!
Now, that sounds weird. Doesn't it? But, sometimes
doing something 'right' is the 'wrong' thing to do. -- To illustrate,
let me tell you a true story ...
Almost 50 years ago, a young entrepreneur (not me, this time)
discovered that he could buy tons of good, saleable merchandise
for pennies on the dollar from insurance companies.
Back then, when an insurance company paid a claim on a damaged
freight shipment, or a fire, flood or other natural disaster
loss, they kept the damaged merchandise and sold it to recover
some of their costs. -- Sometimes, the insurance company sold
the merchandise outright in a bulk sale; as is. Other times,
they placed the merchandise 'on consignment' with resellers who
would pay the insurance company for the merchandise as it was
sold ... usually in a Bonded Warehouse type situation.
(I haven't been involved in that industry for so long, I really
don't know how, or even if, the insurance companies do it today.
You might want to check it out, If'n you're interested in that
kind of thing.)
The first time I met this entrepreneur, I was acting as a
Finder for an insurance company ... trying to sell a couple truckloads
of smoke and water damaged furniture from a Levitt Brothers warehouse
near New Orleans that had burned. ? He didn't buy that furniture
but he did buy a lot of other things from me later.
Every time I sold him something, I got a kick out of visiting
his old, dilapidated warehouse, on a railroad siding, in the
worst part of town. I marveled at the crowds of people
standing in line to dig through the stacks of 'cheap' merchandise
he had stacked on makeshift shelves, pallets on the floor, and
just piled against the walls.
Sometime later, I came across 10,000 pairs of Women's Knee-high
Vinyl Boots in a wide variety of colors (you remember'em, don't
you) for about 40ยข a pair. -- He bought the boots - but
- instead of having them shipped to his old warehouse, he wanted
them delivered to his 'new' store downtown.
When he asked me to have the boots delivered to his 'new'
store, he confessed that, ever since he had started the business,
he had wanted a 'legitimate' retail establishment to serve his
customers in style. -- Now that he had the money, he was going
to have his dream. -- Of course, he was going to keep the warehouse
open, until the 'new' store was up and running.
The 'new' store, as his dream would have it, was in a prime
retail location right down town ... far from the railroad siding
in the seedy part of town. And ...
For years, his business had been known as the "Surplus
& Salvage Warehouse" ... with that name hand painted,
unlighted, across the front of the building. -- The 'new' store
had a 'new' name ... emblazoned in neon lights. -- He confided
that he had changed the name so it wouldn't be linked with the
old tattered appearance of his warehouse. He wanted a whole
new 'legitimate' image.
In the old warehouse, when a customer was ready to pay for
their purchases, one of the clerks behind the 16 feet long makeshift
counter ... with a top made from a 4'x8' sheet of half-inch plywood
cut down the center and laid end-to-end ... would write
up a ticket listing all of the items and their prices.
Your cash or check went into a big metal cash draw in the middle
of, and under, that counter. -- The 'new' store had three checkout
stands ... each with its own state-of-the-art cash register.
Merchandise in the old warehouse was displayed on makeshift
shelves ... usually made from discarded packing crates
... on the pallets right off the delivery trucks, or just piled
against the walls. New inventory was put wherever there
happened to be space available. -- In the 'new' store, all the
shelving was custom built ... in straight lines ... with overhead
signs indicating the kind of merchandise to be found in each
section (Housewares, Clothing, Hardware, Foods, etc.).
Beyond that, the old warehouse did very little advertising
... running ads only occasionally when a new shipment of especially
desirable merchandise arrived. -- The 'new' store, on the other
hand, ran a full-page ad, featuring 15 to 20 items with their
low-low prices, in every Thursday and Sunday newspaper ...
"just like the grocery stores do," he told me.
It cost him a bundle - but - he was going to do everything
'right' to make his dream of a 'legitimate' store a reality.
His "Grand Opening" wasn't anywhere near as big
as he had hoped - but - he reckoned it would just take a little
time for the people to get to know where the store was and what
it had to offer.
As his full-page ads began appearing in the newspaper on a
regular basis, he noticed a strange phenomenon. -- Although,
by and large, his old customers didn't know that he owned both
stores, he found that customers were going to the old warehouse
checking to see if any of the merchandise in the ads was there
... before going to the 'new' store. Oft times, he
had to have inventory sent back to the old warehouse, from the
'new' store, in order to meet the demand.
In an effort to get the customers to come to his 'new' store,
he first tried putting all of the inventory of the merchandise
carried in the ads only in the 'new' store. -- He figured that,
if the customers couldn't find the merchandise in the old warehouse,
they would come to the 'new' store. -- Some of them did ... most
didn't. Sales dropped in both locations.
Then, he had another idea. -- Since the customers were going
to the old warehouse looking for the merchandise in the 'new'
store's ads, he would drive them to the 'new' store by carrying
the same merchandise - but - he would make the prices at the
old warehouse higher than the prices in the ad.
It worked like a charm - but - not in the way he intended.
-- Instead of driving the customers to the 'new' store, he just
increased the profits at the old warehouse.
Needless to say, within a year the 'new' store was history.
The entrepreneur had done everything "by the book"
- but - his customers just didn't feel comfortable shopping for
'cheap' merchandise in a store that made them feel like they
should be wearing a suit and tie. -- His customers wanted down
'n dirty prices ... where else could they find what they wanted
but in a down 'n dirty warehouse.
Just like my old friend's surplus and salvage store, in any
business ...
You do can it so 'right' it's wrong!
Now, let's do some ...
Questions & Answers, Comments
& Other Good Stuff!
Troy Steine needed to know ...
"As a subscriber to your very informative newsletter,
I have a question for you based on some recent research I've
done. -- Specifically, my question is within the area of mergers
and acquisitions; finding businesses for sale and putting the
buyers and sellers together. I've again read through the
book I purchased from you in the past on Finders fees, but I
couldn't find specific details as to sale of businesses to buyers,
or to finding businesses for specific buyers. -- A company I've
spoken to recently has offered a business opportunity whereby,
for an initial start-up fee which includes their full training
and unlimited 3-year consultation, I'll have use of their buyers
contact list and will be shown the most efficient ways of finding
businesses for sale and communicating with all parties over the
internet and e-mail. -- Any thoughts and recommendation on this,
based on your experience, is very much appreciated."
Troy:
Working as a finder is always the same ... whether it is tangible
goods or mergers/acquisitions. You just follow the exact
same sequence of letters and notifications as you would for anything
else.
The only difference when dealing in M&A is that your finder's
fee will be spelled out in the final acquisition contract ...
which will be done by the party who has agreed to pay your fee.
There is no way I can tell whether the people who have offered
the opportunity are legit or not without reviewing all of their
offer - but - there are some legitimate groups that do provide
the kind of services you refer to.
The help I needed ... when I needed it!
When I moved our website to a new host, I couldn't get their
form processor to work on my site ... which meant I couldn't
receive any orders; eLetter sign-ups; or Free Report confirmations
- so - I bought a Form Processor of my own to put on my site.
Since I'm an ol'man ... just about as computer literate as
my ol'yella cat ... I didn't fully understand how to install
the processor and make it work for my forms.
The people I bought the Form Processor from came to my rescue
in jig-time.
When I told them I was going to mention them in the eLetter,
they offered a 10% discount to any of you who might need a Form
Processor on your site.
Check it out at:
MitriDAT
Then, if you decide to order, you can get your 10% discount
using the Promotional code: FPPohJD38 -- this promotional
code must be entered in coupon code field of the ordering form
during the ordering process
If you don't need a Form Processor, they also
offer Software Development for individual projects, Business
Integrated Universal Solutions with DataBase monitoring system
for e-Commerce, and e-Business, any software, web design - and
- it's all done offshore.
John Kiel wanted to know if the
past was still relevant ...
"Do you think that classifieds are still a good medium
to test and build your business. -- I know Melvin Powers loves
classifieds just by reading his book. -- Do you think his
techniques work today?"
Yes, John ...
Classified Advertising is still a very viable method - but
- most classified ads fail simply because they are poorly written
and do not get many inquiries.
To come up with a viable, lead generating, classified ad,
you may have to test a ho'bunch of them first. Then again,
you might just hit the right words the first time.
The only way to find out is to test, Test, TEST ... then,
test some more.
John Driscoll thought
I was wrong ...
"I'm sure you've had a lot of folks contact you about
your assertion that you can "rent or buy a list and do a
postcard mailing cheaper than a card deck." I'm not
sure what you base that on but its not my experience at all.
If you wanted to reach someone in the the school market for instance
many card decks in that market cost 3-4 cents per contact. There
is NO WAY you can match that with your own mailing and your results
would have to be much much better to make up for the difference.
-- Next time you make an assertion like that it would be best
if you backed it up with some facts."
John ...
You are the only person who has disputed the issue.
Yes ... card decks can go for 3 or 4 cents per card.
A direct card mailing can cost from 20 to 30 cents each - BUT
...
The true "cost" has to be determined by the "cost
per inquiry" NOT the "cost per mailing."
It has been my experience that a direct card mailing to a
highly selective, demographically profiled list can usually pull
up to 20 times more inquiries than a card deck. That means
... if a card deck pulls 2 inquiries per 1,000 (which is
about the norm), a direct card mailing can produce up to 40 inquiries
per 1,000 cards. -- Conversion rates on the inquiries are about
the same in either instance making the direct card mailing
far more profitable.
I have used both card decks and direct card mailings effectively.
The benefit to using the card decks is in the savings of time
... list selection, printing, processing and mailing. A
good way to test a market and it is cost effective - IF
- the return on initial investment justifies the direct
cost.
Over the years, I have used the card decks to TEST my postcards.
If the card deck card produced a return that justified its cost,
I knew it would produce up to 20 times as much
as a direct card mailing.
Sorry if I have offended you.
Jerald Tuck, Jr. needed to
know ...
"I'm a customer of your Finder's Course and I'm also
a subscriber to the World Wide Business Exchange Newsletter,
I was surfing the net and came across other services offering
Import-Export buy/sell leads, and most of them were charging
$69.95 a month to have access. I'm intrigued with import-Export
and thought that would be a good area for my Finder's Business.
-- Is the Import-Export Field a good profitable area for Finders?
-- The $69.95 a month; is that a good investment for the type
of business I have, that subscription sounds kind of steep?"
Jerald:
Import/Export lead services are nearly worthless. Besides,
the Department of Commerce can provide leads to you much cheaper.
In any case, the leads are mostly made up of tire kickers
(brokers, finders, agents) looking for new sources. The
chances of them ever really buying or selling anything is slim
and none.
The rare listing that is real is usually grabbed immediately
by one of the big export agencies ... and they usually get those
leads long before they are published.
Too many people do import/export backwards ... as do most
finders. They look for "leads" to buyers, then
chase the rainbow while the real sellers have already grabbed
the legitimate buyers. -- What they should be doing is locating
legitimate, real sellers, then seeking out the legitimate, real
buyers.
Look around your area. Find a manufacturer who isn't
exporting. Offer their products (ADVERTISE) ... maybe even
in the lead services. Then, follow the steps in my
Finder's Fee course when you find an interested buyer.
Anony Mouse wanted to pay me a big fee ...
"I am trying to put together a self liquidating loan
to start an online business similar to Ebay. I will need
the fallout from the loan to be around $750,000 to $1,000,000.
-- If you could help put this together for me, I would be willing
to pay you 10% of the fallout amount. Please email me if
this is something you would be able to do."
Sorry, Mouse ...
Self-Liquidating Loans are a con-game. If they were
real, they would be "self-funding" loans. They
do not exist.
My report at:
... fully explains the con-game and tells you how you can put
together a loan that will self-liquidate - but - you must get
the loan first. -- That's why you'll find my report in FBI
field offices and State's Attorney General offices around the
country.
Needless to say, my report has saved people millions of dollars
by keeping them out of the con-game to begin with.
Attila T. Hevesy wanted to share this
with you ...
"I've been in sales most of my life and it is something
I learned through training and the 'school' of hard knocks'.
-- I can share a very effective way of getting a prospect or
anyone to call you back when they seem to be ignoring your calls.
-- All you have to do is, after leaving 2 or 3 messages for the
person without a return call, ask the secretary, assistant or
- most effectively - the person's voice mail to, 'give me a 'COURTESY'
call back when he has a moment.' -- I am batting 1,000%
with this verbiage and it always gets a return call. Hopefully
this could help others deal with the frustration of someone NOT
returning your call."
Thank You, Attila!
Doreen Martin needed some definitions
...
"I have a question. -- What is the difference between
being considered a "broker" as opposed to a "finder?"
I am eager to start this business and feel I would do well, but
I am concerned about the definition. One definition I found
for broker was someone matching a buyer and a seller. That's
a broad definition but in the following sentence it stated that
most states require you to have a broker's license. Can you assist
me with this?"
Doreen:
In the business community, a "broker" is authorized
to "make deals" in the name of the seller. An
"agent" actually represents the seller as if that agent
were the seller.
A "finder" never makes deals or represents
anyone. The finder ... like a marriage matchmaker
... only introduces the parties and receives a fee only if the
parties make a deal between themselves ... just as a marriage
matchmaker only gets paid when the couple marries.
Well ... that's it for this month. -- In order to make every
issue responsive to YOUR needs, please send me your questions;
or tell me what sources or resources you need to build your business;
or give me any thoughts you want to share with your fellow members.
Believe it or don't ... I ain't a mind-reader. -- If'n you
doesn't tell me what you need, I may never touch upon the information,
sources or resources you need.
This is your publication for you to use to your benefit ...
I am just your moderator.
Until next month, keep well ...
J.F. (Jim) STRAW
Grande Panjandrum
Thought For The Month!
"It never occurs to fools that merit and good fortune
are closely united." -- Johann Wolfgang von Goethe
Copyright - 2004, J.F. (Jim) Straw. All rights reserved.