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CHAPTER 6 HOW TO GENERATE MILLIONS IN SALES & PROFITS

dollar. If they have a toy on promotion, they would ask if you
would like to have a toy for an extra few dollars.

So, what happens? You go into the restaurant intending to
spend $2, but you end up spending $10 instead. Not only
does McDonalds make a lot more money, they add a lot more
value to the customer as well.

Another strategy to boost your average dollar purchase is to
educate your clients and provide them with a shopping list of
what to buy. When my wife was expecting our first child, we
went down to our local maternity store with the intention of
buying a baby cot.

What amazed me was how friendly and well trained the sales
staff were. Instead of asking the usual, “Can I help you?,”
which would have probably gotten the, “No thanks!” response
from us, the salesgirl created instant rapport by giving a warm
smile and asking, “ Wow! When is your baby due!”

That one question triggered off a ten-minute conversation with
my wife. When we asked her to recommend us a baby cot,
she proceeded to educate us about the whole list of things we
would need to get prepared; nursing bras, nursing cover ups,
breast milk storage containers, baby carriers, diaper bags,
blankets, milk bottles, strollers, baby mobiles, nipple protector
(I didn’t even know this device existed!) etc…

We went in to the store expecting to spend just $150 for a
cot, and wound up spending $800! Again, the salesgirl made
her store a nice big sale and we got to buy everything to help
us get prepared. Another win-win situation.

If you want to build a successful business, you must focus

SECRETS OF BUILDING MULTI-MILLION DOLLAR BUSINESSES 183