I just got back this week from the cart and kiosk convention
that was held in San Jose, California.
One of the vendors I met told me about how he and his wife
did over $350K in sales off of a single cart last Xmas!
That caught my attention. As did what he told me next. Another distributor selling the exact same product, did only
$60K in sales in his mall cart... in a very similar mall.
What was the difference?
Well... not the product. It was exactly the same.
And not the malls. According to the vendor, they were
virtually the same.
What this vendor did describe was a series of LITTLE
things that he and his wife did different. These were
little things that by themselves didn't seem like they
would result in such a big difference in sales
But when the sum total of all these little things were
added together, they resulted in a HUGE difference in
How can a series of little things done differently have
such a major impact on the sales at your cart or kiosk?To understand the potential impact, you have to understand
the MATH involved.
Let's say for example that you make a small improvement on
your cart. You offer a better package deal to your customers. As a
result, your sales increase by 10% .
Ok. So your sales are up to 110%. So far, so good. You're
not setting the world on fire. But sales are moving in the
Now, let's suppose you make another small adjustment. You
offer a more appealing add-on deal. And your sales go up
Here's where things start to get interesting.
You made two adjustments that each independently increased
your sales by 10%. Now you're up to 120% of your original
Not exactly. With the 2nd adjustment, your sales would go
up 10%... of 110%. Or up to 121%. Ok... 120% vs 121%... what's the big deal? As you'll see, this lowly 1% can make a HUGE impact on
your sales if you keep making improvements.
It's because of the multiplier effect that comes into play
when you make multiple improvements on your cart or kiosk.
Let's continue with our example.
Suppose you now make another adjustment. You give your
salespeople a better incentive to sell. Sales go up another 10%. The cumulative effect of those increases might initially
seem like they'd cause your sales to go up to 130%.
But with the multiplier effect, your sales are up 133%.
Make another small adjustment that results in a 10% increase
in sales, and your sales are now up 146%. It gets better as
you keep making improvements.
||... the 5th 10% increase - sales increase to 161%
||... the 6th 10% increase - sales increase to 177%
||... the 7th 10% increase - sales increase to 194%
||... the 8th 10% increase - sales increase to 214%
By the eighth adjustment, anything you do that increases
sales 10% now actually increases your sales 20% of your
You essentially get 'double' the impact of any improvement
you make due to the multiplier effect. It just keeps getting better from here on in.
||... the 8th 10% increase - sales increase to: 235%
||... the 9th 10% increase - sales increase to: 259%
||... the 10th 10% increase - sales increase to: 285%
||... the 11th 10% increase - sales increase to: 314%
Notice that after only FOUR more small improvements here,
you've added another 100% in your sales.
Hopefully you get the idea. I mean, we could keep going with
this. By the sixteenth improvement, each 'tiny' increase of
10%, boosts your sales a whopping 50%+ at a pop!
If you understand this concept, you can understand why one
cart can do $350K in a Xmas season, while another in a very
similar mall might do only $60K.
And you can also understand why one cart, selling the same
product, in the same mall, can do five times the sales of
one in the previous year. Or one fifth of the sales.
It's really up to you.
Here's the key point:
Continually focus on making improvements at your cart
or kiosk, even if the improvements appear to have only
a small impact at first.
Continue to make these improvements, so that as the
multiplier effect kicks in, you are able to experience
the huge overall increases in sales that are almost