“You Can Use the Same Techniques That Turned My Store’s Pitiful $17,000 in Annual Sales into a Multi-Million-Dollar Business – and Explode Your Sales!”

Harness the Power of 11 Essential Retail Skills to Build the
Business of your Dreams, No Matter What’s Happening in the Economy. 

Dear Retail Store Owner,  

I wasn’t surprised when Kathy told me she’d decided to close her store.  But I was sad.  I knew that Kathy’s story didn’t have to end this way.  

You see, her story started out pretty much the same way mine did…  with a passion for her products and all the excitement of opening a new store.  But in the end, our stories couldn’t have been more different.  I built a multi-million-dollar business and she closed her doors drowning in debt. 

Why were our results so dramatically different?   

What killed Kathy’s business was not what she knew about running a retail store, it was what she didn’t know… 

Early in my retail career I was a lot like Kathy, great at one or two parts of the retail equation, but mediocre to dreadful at the rest.  I was a natural at marketing and could sell ice to Eskimos – but I had absolutely no idea how to manage my inventory or build a team of superstar employees.   

No wonder there was never any money in the bank! 

After a few years of struggling to pay the bills and barely surviving a recession, it hit me… enthusiasm for your product and a talent in one or two areas can get you started, but they simply aren’t enough to create a successful, long-term business.  It's kind of like a car trying to run with only some of the cylinders firing.  You can keep sputtering along for a while, but you can’t really accelerate until all the parts are working. 

And this is where my story and Kathy’s take different paths.  

What I discovered is that every store owner – no matter what they sell, where they live, or how much money they started with – must understand eleven essential retail skills and put them to work in their business.  I figured it out, but Kathy did not. 

I don’t want you to end up like Kathy, which is why I’m writing to you today… 

You see, I worked feverishly all last year to put everything you need to know about running a super successful retail business into one complete, easy-to-use program.

Announcing: The Retail Mastery System

 This is the most comprehensive, across-the-board business-building resource ever assembled for an independent retailer like you. For the first time ever, you can have, at your fingertips, all the tools you need to build the business of your dreams. 

Think back to the day you decided to open your store.  You had a vision, an enthusiasm, an indescribable optimism for what you were about to create. 

I know I did…   

But it took over a decade of frustration, constant stress, and painful poverty for my vision to become a reality.  

The good news is you don’t have to endure the struggles I went through. The Retail Mastery System spells out EXACTLY what you can do to put more profit and passion in your business – no matter what’s happening in the economy.   

Take a look at this tiny sample of what you’ll get.  Using the Retail Mastery System you will: 

Increase Your Sales

• Learn how one client increased his sales by $102,000 with a single endorsed mailing campaign and find out how you can quickly duplicate his promotion – we’ve even included the ACTUAL LETTERS he used to get these amazing results.

Marketing Kit, page 59

• Use the sales training DVD and train every employee to be a customer-focused sales maniac.  This requires almost no work on your part and puts immediate money in the cash register!

Selling Kit, DVD # 1

• Understand the 4 things you must do to make your email marketing a success – and two things to avoid if you want your customers to open your messages.  Knowing how to use email marketing essentially allows you to “print money” at will!

E-Marketing Kit, page 31

• Turn your website into one of your most valuable relationship-building tools.  Using this information you’ll create raving fans, turn your special events into blockbusters, and put more money in the bank.

E-Marketing Kit, page 52

• Implement a unique bonus program that pushes your staff to get laser-focused on selling and keeps them working hard every hour of every day – while at the same time it promotes intense teamwork and eliminates trouble-making competition on the sales floor!

Staff Development Kit page 125

• Learn to use your POS system like a “crystal ball” so you are buying only the merchandise that your customer's will actually take out their wallet's for, not the stuff they “oooh” and “aaah” over, but leave to gather dust on your shelves.

Inventory Management Kit, page 51

• Learn how to create merchandise signs that act as mini salespeople for customers who are “just looking” and consistently turn those browsers into buyers.  Posting great signs is one of the best, easiest, most immediate ways to build your sales – but using lousy signs (or no signs at all) is like throwing money down the drain!

Visual Merchandising Kit, page 33 

Lower Expenses and Save Money

• Learn a simple technique that helped one client catch a thief – the first day she used it!

Store Operations Kit, page 13

• Understand how to dole out your precious cash when times are tight.  The answer might surprise you…

Financial Management Kit, page 30

• Stop wasting money on ads that don’t work, and learn the secret to BIG TIME returns on all of your marketing efforts.   This information alone will be worth thousands of dollars to you!

Marketing Kit, page 153

• Learn how to dramatically reduce employee turnover to save yourself the expense and headache of attracting qualified candidates and bringing new-hires up to speed.

Staff Development Kit, page 75

• Train your team to say the 9-word combo that will calm down nearly every angry customer.  You’ll have fewer returns, keep more loyal customers (even if they were upset to start with), and improve your employees' confidence.

Customer Service Kit, page 23

• Apply a basic open-to-buy system that will allow you to buy less, sell more, reduce your markdowns, and build your profit margins. 

Inventory Management Kit, page 51

• Get straight talk on how to negotiate with your vendors by using what’s in their best interest in order to get deals that will save you money and strengthen your relationships at the same time.

Assortment Planning Kit, page 35

• Use scheduling secrets that will save you hundreds (or thousands) of dollars in payroll every month.

Store Operations Kit, page 38

 Reduce Stress

• Apply 3 simple time management techniques developed specifically for busy store owners like you and you’ll automatically get the most important work done that will make the biggest difference in your business.

Personal Business Skills, page 41

• Banish unskilled, untrained, unaccountable employees forever using a training program that gets all your new hires completely up to speed in a few short days – and the best part is YOU don’t have to spend any time training them!

Staff Development Kit, page 53,  Selling Kit CD #1

• Make just two phone calls and you can have a Secret Shopper Program in place that will give you the peace of mind that comes from knowing “the truth, the whole truth, nothing but the truth” about what’s going on in your store when you’re not around.

Staff Development Kit, page 117

• Keep an eagle-eye on the 6 simple financial statistics that will tell you 99% of what you need to know about the REAL direction your business is taking. Hint: your accountant may have been steering you wrong all these years!

Financial Management Kit, page 22

• Learn how to pick items that are winners and eliminate the stress of having merchandise you’ve already paid top dollar for that you can’t sell.  Don’t  you hate it when you have to mark it down so far you’re practically paying the customer to take it out of your store?

Assortment Planning, page 19

• Quit placing lame help wanted ads that get losers lining up to fill out applications. Write a Red Hot Help Wanted Ad and get floods of awesome applicants clamoring for the chance to work for you.

Staff Development Kit, page 9

• Learn interviewing secrets that get you past the smiling face and help you delve deep into the true nature of your applicants.  This skill can save you from the disastrous hires that rob you of time, money, and emotional energy.

Staff Development Kit, page 31

• Choose any 1 of 3 specific techniques to actually change the physical structures of your brain and unleash its immense power to fulfill your wildest business dreams. This is not new-age fluff or crazy off-the-cuff theories, but real, cutting-edge brain science.

Personal Business Skills, Page 10

• Harness the power of the single most powerful concept in employee management and have every member of your staff doing what you want them to do, the way you want them to do it.  You’ll take a deep breath and feel a huge weight lifted from your shoulders.

Staff Development Kit, page 50

I know this list seems almost too good to be true. You might think I’m making this stuff up or exaggerating what the Retail Mastery System can really do. But these are not pie-in-the-sky claims or results that only one-in-a-million can achieve.  But don’t just take my word for it. 

 

Listen to What Your Colleagues Have to Say…

 

“I cannot express the important changes the Retail Mastery System has contributed to improving my business wealth, organizational skills, operations management and employee training. By simply changing our in-store selling presentation our average sale increased from $214.95 to $259.95 – a 20% increase in sales!"   Pamela May, Z-Coil Shoes, two stores in Mississippi

“As the General Manager and Head Golf Professional of Carstairs Golf Club, I knew our time and money had to be wisely spent as we are in a shortage of both. I typically spent my day wondering which newspaper or radio program to use to get my message out... but then I realized that nobody was responding to either and I was not only wasting my money but also my TIME!   I learned more from your marketing ideas than I had in my previous 12 years working with "copywriters" and advertising "specialists."  I was skeptical at first, but after the first week returned a 925% increase in our restaurant’s food sales applying just one simple technique, I was hooked... and have achieved success with everything we have implemented!   Bob, Susan, and their team do not use cookie cutter programs but help you develop a plan of action that all but ensures success. I am so thrilled that I can actually make a difference in how my business operates and make a positive influence on the bottom line. Thank you for helping me help myself!”   Dale Tomlinson, C.P.G.A. Managing Professional, Carstairs Golf Club, Alberta Canada

“I am really enjoying the Retail Mastery System. There is so much information in it!  I love how it covers all aspects of running a business.   Right now I am focusing on the marketing and selling info. For the first time ever we are actively pushing add-ons. I also bundled chocolates with a dozen short stemmed rose "special" we do. An almost 20% increase!  A simple idea that WORKS.  Thanks!” Jeff Feldman, Prospect Florist, Peoria, IL

“My business has been established in town since 1991.  Many years went by with little or no growth and even negative sales growth.  We repackaged ourselves, upscaled our environment, and adopted at least half a dozen low cost or no cost marketing concepts for developing personal relationships with our customers learned from you.    2007 sales were +19% ahead of 2006.  January and February 2008 are +25% ahead and March is +30% ahead.    My wife, Suellen, and I are extremely happy and grateful for the success we are now experiencing.  Thank you, thank you, thank you.”  Doug Duga, Choice Health, Westfield, MA

“I have had the Retail Mastery System for the past few months. It is totally AWESOME!   Just the Selling Kit alone will pay for the System. I rolled this section out to my staff at the beginning of the summer and had incredible results. This is an absolute MUST buy!”   Cathy Nagle-Ervin

“August was the first month that we incorporated the new bonus program based on your teachings.  For both periods of August we exceeded 20% growth.  Up to the end of July (without the program) our sales were up about 15%.  Based on the enthusiasm among employees I know that changing the program made a difference.” Russell W. Herman, PET $AVER Superstore, Rochester, NY

“I started my impulse buy program from the Selling Kit in early June.  I really wanted everyone on the staff to get used to this technique before the holiday season.  Here is what the % increase to our total sales has been since I started…  June   + 6%             July   +8%             Aug.   +10%             Sept.   +14%  I am really pleased with this, not to mention the vendors that I am buying from are pretty thrilled with the impulse program too!”   Karla Schikore, Haus Fortuna, Petaluma, CA

After we started using the open-to-buy system, I watched my inventory shrink by a third over the course of a year.  And, in awe, I saw our sales go up and our store inventory turns increase, as did our profits!  Without the open-to-buy plan there is a good chance our business wouldn’t have been able to survive…               Larry Weller, Moynihan Gallery, Holland, MI

“We have increased our income by 50% over last year.  It was hard work, but your marketing ideas not only got us thinking, but acting - and it paid off BIG!”    Glenn Williams  Boyne Rapids Adventure Golf, Boyne City, MI

“After using your marketing techniques, my sales are up 30%, and my holiday sales increased more than 65% from the previous year. This has been a catalyst for me. I now look at my business in a much different way.”   Nancy Kliewe,  Bountiful Baskets, Mercerville, NJ

“Our sales ended the year 18% ahead of last year  plus we have added over 600 quality names to our mailing list!”   Stan Surratt,  The Silkworm, Rochester, MI

“Bob, just wanted to let you know that I experienced a 22% increase in my December sales.  It was my best-ever Christmas season, due in large part to your gift certificates concept.”   Bo Brines, Little Forks Outfitters, Midland, MI

“I want to THANK YOU for the enlightenment.  After listening to you, I decided to make a change in myself and has it PAID OFF in our work space.  Everyone is more willing to help each other out when they need it.  I am a MUCH happier manager today because of you.  My staff is happier, too. We all enjoy coming to work these days in Novi, MI.” Kathy Lombardi, Middle School Food Service Manager, Novi, Michigan

“We have increased our business by 20% this year even though our industry is at a stagnant point!  And I have only been able to apply a tiny bit of what I’ve learned so far.  We're becoming fearless in our desire to satisfy our customers. And I thank you for helping to show me the light!!!”   Harvey Federman,  Sew Right Sewing Machines, Queens, NY

“Bob might tell you that his strength lies in his marketing skills.  And he has forced me to examine and improve my marketing efforts, but being in an area where the weather dictates the majority of my sales he has helped me much more in my organization and thoughts about my staff.  Having a staff of 50 high school and college kids can sometimes be overwhelming, but having a structure where they can learn life skills and make me profitable has been a huge help. Some of the best operational changes in our stores have been because of Bob.  We now have opening and closing checklists that the employees are REQUIRED to follow.  I highlight 'required' because one of the other things that Bob taught us was "Non-Negotiable Standards."  It seems pretty simple that in order to work for us you have to follow the rules, but to have them organized into our Non-Negotiable Standards makes it easy for all of the employees to know exactly what they have to do.  In fact, all of the employees have to memorize them as part of their training process.  And yes, our training process was greatly improved because of the lessons I learned from Bob and Susan.  We also have a disciplinary action process.  I've only had to use it two or three times in the last 5 years, but I'm so relieved to know what the process is when I have a problem.  It was Bob who taught me that if your bank was off that someone was stealing from you.  I never forgot that statement and when my money started to be off, sure enough, I caught the person and prosecuted them.”  Kelly Larson, Sweet Temptations – Temptations – Scoops - The Front Porch, Grand Haven, MI

“I feel better than I have ever felt about my business.  I am more connected with my store, my employees, and most importantly, my customers.  And let me tell you, it is a great feeling!  Plus, I immediately learned something that saved me over $6,000!”            Leslie Neilson, Bali living imports, Boyne City, MI

We could go on and on (and on!) with more comments like this – but you get the idea. This stuff really works. 

And keep in mind that many of these folks are getting these results using just one or two of the many hundreds of techniques you’ll get in the Retail Mastery System!  You can easily duplicate their success and transform your own business. 

Decide Now That You’d Like To Be
Our Next Success Story

Some people will read this letter and do nothing.   Others will get the Retail Mastery System, absorb the ideas, study and apply the techniques, tactics, and strategies, and then marvel at the changes that take place in their business – and in their bank account. 

Which choice will you make?   

We’d like you to be our next success story, but it’s up to you.  The choice is yours.
 

With the Retail Mastery System You’ll Get…

If you are as serious as a heart attack about growing your business to its full potential, let me give you some more specifics.  

When the (surprisingly heavy) box arrives at your door, you’ll open it and find eleven complete Kits, one for each of the eleven skills every successful retailer must understand to be successful.