On the whole, I’m not seeing very much sticker shock that I could
attribute to the base market. Its more a matter of emotional
recession. By that I mean the perception that they should not buy
expensive stuff right now. When I meet with such a mindset, that’s
the time for the velvet hammer.
The velvet hammer works often enough because if they are in my
store, well, they came in for reason, didn’t they? Particularly since
I’m a destination and not a walk by location. A purchase is on their
minds, even if its so far back it takes precision forging to bring it
What is the velvet hammer?
Its going thru the whole sales pitch process, figuring out exactly
what the client’s needs are, addressing them thoroughly, then when
they are on the precipice, offering the price-and/or-package that
motivates them to hand over the plastic.
For those who believe the price is the price is the price, you may
have trouble with that. The key to survival in this kind of an
economy is cashflow. Do what it takes to make sales so you can pay
your bills. It might not be easy to swallow but it nourishes the