I got an email last week from a woman who's been
getting my newsletter for a year and a half.
She just finished opening her fourth year-round cart
last month in Puerto Rico, and has been opening a cart
every two months since October
She's turning quite a profit now.
But it wasn't always the case.
When she first contacted me a year and a half ago at
Xmas, she was in the midst of making a huge mistake.
I wanted to tell you about it... in hopes that you
avoid making the same mistake...
Here's what happened...
When she first contacted me, she said she'd
opened two concepts for the holidays. And it
wasn't going well for her.
I assumed from her email that she she had two
So when we spoke on the telephone, first thing I
asked was how each cart was doing?
She hesitated a moment. Then told me that she only
had ONE cart open... with TWO concepts on it.
She'd put both concepts on the same cart.
She had what I call 'Half-Cart' Syndrome.
'Half-Cart' disease is when you put two disparate
concepts on the same cart.
People try 'Half-Cart' set-ups for a variety of reasons:
Some put two concepts on the same cart so they have
a 'fall back' product in case one 'doesn't work'.
Others put two concepts on the same cart so that
they've got 'something for everyone'.
Very rarely do these 'schemes' work. Let me explain why...
When a customer walks by your cart, they don't always
know what it is you're selling before they stop.
But for them to stop, they usually at least need to be able
to look at your cart and identify... THAT... is what you're
They don't need to know what THAT does.
Or even how THAT works.
But they need to be able to point at THAT. And to be
able to visually identify... THAT... is what you're selling.
When you've got more than one disparate concept
on your cart... and a customer walks by... they have no idea whether it's THIS or THAT
that you're selling.
In the moment... they get confused.
Ever heard the saying... "A confused mind says no?"
Well... a confused mall shopper simply walks right by.
You don't even get a CHANCE to sell to them...
That's not even the worst of it. Suppose a customer
actually DOES stop...
Because you've got more than one concept on your
cart, your staff waits for THEM to identify which
concept they're interested in.
Of course the customer doesn't really know either.
So you've got a passive customer... who has no idea
what you're selling.
And a passive sales rep... who waits for your customer
to identify what it is they want.
Passive Customer + Passive Sales Rep = No Sales.
Or very few sales.
At most, I've found you end up with about a quarter
of the sales you could generate if you focused on one concept or the other alone.
The good news is that the 'remedy' for 'Half-Cart' disease
is pretty simple.
Pick ONE concept. Focus on that. And sell that one
concept the way it's supposed to be sold.
If you find yourself with two concepts on your cart,
get one OFF as soon as possible.
Then... put all your focus on selling that one product
or concept the way it's supposed to be sold.
The woman on my list overcame the 'Half-Cart'
Syndrome, and now she's making a bunch of money.
Do you want to make money too?
When you open a mall cart, pick one concept... ideally
a proven one... and focus on THAT concept.
P.S. Are you looking for a proven SUMMER concept?
Next, I'm going to send out a profile of a proven
summer concept. (Margins of nearly a hundred to one!)
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