| tion_start --> | | | | It's amazing, how you can learn what sales niches |
| It's been years since starting the business that had | | | | exist just by taking the time to stop, look and listen to |
| such an impact on my life and others. | | | | the market. |
| Sometimes I have to stand back and look at what it | | | | Were there plenty of hardware stores, office supply |
| was that made it so successful. | | | | stores and accountants before Home Depot, Staples |
| I'm asked the question many times and relate parts of | | | | and H&R Block? Sure. But were any of them as |
| the formula to audiences of various types. | | | | proficient at delivery systems that captured large |
| From a sales perspective, when I founded For Eyes | | | | percentages of the market. Well, let's just say not |
| Optical Company it was like coming to earth from a | | | | many. |
| different planet. | | | | And that's without needing to know anything about |
| And maybe that's the way you have to view your | | | | cyberspace! |
| sales profession. | | | | The internet affords us new and exciting business |
| Be innovative! Don't be afraid to be different, just use | | | | opportunities in ever evolving ways. |
| your common sense. Stand back and look at what's | | | | However, the vehicle itself can only be as innovative |
| going on in your industry. And try to figure out what | | | | as the people behind it. |
| you would do to improve it. | | | | Since the internet is like most businesses, it will mature. |
| You don't always have to invent a new product. | | | | There will be many more followers than leaders. It's |
| Sometimes just having a new or different type of | | | | already happening. It's always easier to imitate than it is |
| delivery system can do it. | | | | to innovate. |
| For instance, IKEA, Home Depot, Staples, Kinko's, and, | | | | However who gets the lion's share of the market? |
| of course the internet are all perfect examples of | | | | Usually the innovator (with good business sense) |
| innovative delivery systems. | | | | comes out on top. |
| We now incorporate these systems into our lives | | | | Sit back and think. |
| without a second thought. | | | | If you're a florist, maybe you want to offer fragrances |
| Who would have believed that we would think nothing | | | | that match the smell of the flowers you're selling. A |
| of buying furniture, carting it home from the store and | | | | little bottle with every bouquet! Both delivered right to |
| assembling it later. Or that so many of us would go to | | | | the recipient's door. One gets put in a vase the other |
| a retail service outlet, open in most cases twenty four | | | | on the bureau. Each reminds the person of the other |
| hours a day, for all the things that we would have had | | | | and the gift giver! And increases your ticket price and |
| to buy office equipment for. Or turn on our computers | | | | business! |
| and be able to purchase just about anything, from | | | | Or if you sell baby furniture or infant clothing, perhaps |
| anywhere, by entering our credit card numbers and | | | | you should think about contacting your nearby hospital, |
| clicking away. | | | | birthing center, or healthcare system and working out a |
| New products? Absolutely not! New systems? | | | | deal that would include each new baby (and their |
| Absolutely! | | | | parents) receiving a welcome to the world package |
| The same concept was used in the formation of For | | | | with some special goods, certificates or samples with |
| Eyes. Eyeglasses were already invented. There were | | | | your and the hospital's, healthcare system's, etc. logo |
| plenty of opticians. And there wasn't anything I could | | | | boldly printed on the package. And if you can figure it |
| do about changing the way people's eyes were | | | | out, maybe even the newborn's name! This should |
| examined. | | | | increase your business and build you a sizable data |
| However there was something that I recognized in the | | | | base. |
| way eyewear was being sold and delivered. | | | | Sort of a new delivery system for the oldest delivery |
| Over priced, over complicated, over formalized, under | | | | system known to mankind! |
| marketed and not much fun. | | | | Think, innovate, market. |
| Those observations alone were enough to guide me | | | | Take calculated risks. |
| into developing a new delivery system. And the rest, | | | | The rewards could send sales through the roof. |
| as we all say, is history. | | | | |
