My Topic For Speaking In Nashville January 10, 2019

On January 10th, 2019, I am speaking to a group of retailers.

Retailers are near and dear to my heart because I was in that space for a long, long time. Plus, retailers have certain challenges other businesses don’t. One of the biggest challenges is competing with Amazon and Walmart.

Since Walmart swept through America wiping out the downtowns of smaller communities, most small businesses have learned how not to compete against Walmart. Yet, many small businesses have similar inventory and compete with them to some degree.

The big danger for retailers is competing with Amazon. It’s amazing what can be bought from Amazon. If you’re old enough to remember Furrs Cafeteria, you would remember you could go down the serving line and get any kind of food you wanted. You can do that now with Golden Corral but you simply serve yourself. Amazon is the Furrs cafeteria of today’s retail.

The Amazon threat is free and fast shipping, attractive pricing, you don’t have to fight crowds, and if you’re lazy, you just order from them because you don’t feel like getting off the couch.

Some tricks to winning against these giant forces are selling NOT what they sell. However, that’s not always possible. Luckily, there are things these two giants can’t do that make it safer for retailers. For one thing, the giants have zero knowledge in specialty items. For example, if you selling plumbing supplies that require a little knowledge, the giants can’t compete. These are the types of items you should have high margins on because you’ll have plenty with low margins just for the sake of competing.

But this isn’t about how to price, it’s about bringing in buying customers.

In Nashvile, I’ll be teaching retailers how to easily create an army or raving fans to send them constant streams of business, 24/7/ for free.

You see, retailers don’t have big ad budgets. I advocate getting creative and using ways to bring in buying customers by spending little to no money in advertising. In other words, get busy marketing or get busy dying!

So this gig in Nashville will show them how to twist Google’s arm and get free advertising from them. Because of the way Google’s search function is set up, community businesses can come in the “back door” and get Google to give them more visibility than their competitors…as long as their competitors aren’t using the same tactics that is. This free visibility means there is no money coming out of the advertising budget…for this particular tactic anyway.

Google changes their algorithms several times a week. One day, Google may have changed it enough that this will stop working. Until then, jump on the bandwagon because you’re not gaming the system. You’re simply using what they make available to you.

So there you have it.

Get busy marketing or get busy dying!

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