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Wednesday, October 8th, 2008

PROFITsystems and The Lively Merchant Team Up

FOR IMMEDIATE RELEASE MEDIA CONTACT:

Jeff Niskern, PROFITsystems, Inc. 719-219-6118

PROFITsystems and The Lively Merchant Team Up

New Joint Offerings Benefit Retailers

October 1, 2008,— PROFITsystems, Inc., the leading software provider for the retail furniture industry, and The Lively Merchant, a consulting firm offering a variety of business building tools, have formed a new working relationship. The synergy of the products that the two companies offer makes this a win-win situation for retailers. Wayne McMahon, VP of PROFITconsulting and David Lively, owner of the Lively Merchant, are combining their years of experience in business analysis to provide retailers with expertise in specialized areas of their business.

Lively specializes in generational transfer consulting, which PROFITsystems and The Lively Merchant are making available to their clients. McMahon stated, “Many owners of businesses in the home furnishings industry are second and third generation. Being able to offer a clear plan on transitioning the business to the next generation is vital to the continued success of these businesses.” McMahon continued, “Providing a path to this transition will be a huge benefit to our clients.”

The two companies will also be joining efforts in developing marketing campaigns for retailers. PROFITsystems’ e-Marketing is designed to offer retailers an organized way to utilize their client base for specified marketing efforts and The Lively Merchant has a unique copyrighted 47 point how-to manual for big event sales. These will be offered as an exclusive mix that will highlight the best of both programs. Lively said, “Advertising and marketing are evolving at an incredible pace. Many business owners are busy keeping up with the retail furniture industry and just do not have the time to keep up on all of the new avenues available in the advertising and marketing arenas. Our two companies have a unique opportunity to do the work that is necessary to bring the newest and most successful campaigns to the retailer.”

PROFITsystems and The Lively Merchant will remain independent companies although future projects will be developed to capitalize on the strengths of each. For additional information on The Lively Merchant or PROFITsystems please visit their individual websites: www.thelivelymerchant.com or www.profitsystems.com.

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Saturday, September 6th, 2008

Lather, rinse, repeat.

Roy H. Williams, The Wizard of Ads, wrote this week about what he calls The Extraordinary People Myth:

“It’s like you’ve asked him to defend his religion; the business owner who believes in growing his businesses through exceptional service delivered by extraordinary people gets testy when you ask him to name a business that has successfully employed this strategy. It’s like trying to convince a believer there is no God. I’ve encountered dozens of business owners who believed in their hearts they had extraordinary employees. None of them ever did.”

I’ve killed far too many brain cells this week thinking about this post, because I completely agree and have experienced what Roy is talking about with our own clients. I don’t want to feel this way. For many years I railed against the super negative quote from a former boss and partner who had reached the highest levels of the furniture industry, who said, “If you want loyalty, get a dog!” It’s painful how many times I’ve watched this quote come true.

Never, nada, zilch, not a single time have I talked with a store owner who acknowledges they have anything other than exceptional service delivered by extraordinary people. Anytime these owners have been pressed even a little it feels like I’ve just asked them to share their political party affiliation with the entire world.

Roy wrote, “It’s like trying to convince a believer there is no God.” I agree. I say, “It’s like getting a Palin hockey-mom to vote for Obama.”

It ain’t happening.

Van Gogh said, “Great things are not done by impulse, but by a series of small things brought together.”
He was right then and still is today.

The Wizard points out that proper strategy, defined and followed procedures, processes, systems and methods position a company for exceptional action using mere mortal people. Don’t bet the ranch on the greatness of your help.

McDonald’s delivers consistent products and service around the globe using low paid help. Systems, not people, cause this to happen. (Side bar: I’m not arguing that McD’s has great food, so don’t waste your time trying to get me to fight with you on this one.)

Then there is this one: “If we give our customers exceptional service, they’ll tell all their friends.” Be serious, how many times have you heard it, or maybe even said it?

It can’t hurt. But again I wonder if it’s really worth betting the ranch?

Roy says, “Good service leads to loyalty but doesn’t breed word-of-mouth.” Yep. Does anyone really believe you or your competitors could stay in business by providing lousy service? I typed bad service stories furniture in Google and received 450,000 hits in .025 seconds. This is an astonishing 27.77 complaints for every single furniture retail company in The United States. If you really want to know what your customers think you should try our exclusive Ask Ms. Jones customer service survey. You’ll get answers to the questions that bother you so.
Don’t get me wrong. Good service is demanded everyday by every customer. If you are open for business, they rightfully can expect you to fulfill your basic promise, whatever it may be. For example, furniture retailers must be able to sell furniture, deliver, and repeat.

The last area Roy talked about, and I’m really tired of hearing is, “But our competitors are dishonest and incompetent and we’re not!”

I believe you. I really, really, really do.

One last time, don’t bet the ranch on this one either!

It doesn’t matter if you can convince your friends and your paid advisors that you are the best in your town. Seriously, all that matters is whether or not your customer base believes this assertion. If your competitor has been in business for several years, regardless of the number of stories your customers supposedly are telling you, there is a really good chance they are at least reaching the lowest common denominator.

So what then, you ask?

Henry Ward Beecher said, “Greatness lies not in being strong, but in the right use of strength.” Discover your untold story. Write highly pervasive copy or hire someone who can write it for you. Spend 100% of your advertising budget regardless of media telling your story exclusively.

Oh yea, then repeat.

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Friday, June 27th, 2008

Idiom: Home

“There’s no place like home… there’s no place like home.”

If you keep up with our posts at The Lively Merchant, you’re likely in retail. You make a living selling stuff for your customer to put in her abode. What do you really know about this place she calls HOME?

Where exactly does she live? Have you at driven through your best-selling neighborhoods?

Are there swing sets in the backyards and bikes on the sidewalks, or neatly trimmed shrubs and clean swept patios? Are there minivans overflowing with sporting goods and fast food wrappers, or Buicks and Caddies tucked into organized carports?

How many people live there? How old are they? What are their hobbies?

Now, how do the products and services you offer in your store make her want to invite you into her home for a cup of coffee?

Do you want to know these answers with certainty instead of taking a wild guess? Contact us to glimpse behind the magic curtain and see what life’s really like in her home.

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Friday, June 20th, 2008

Idiom: Selection

Your customer loves Wal-Mart.

Well, she likes the idea of Wal-Mart, even if she doesn’t like the company. She likes getting groceries and greeting cards, toys and toiletries, sporting goods and sportswear all at one place. Say what you will, Wal-Mart does offer selection!

Do you tout your store as being a “one-stop shop”? What does she ask for that you don’t carry? If you’re not going to carry it, can you form a strategic partnership with someone who does? You know…. you scratch their back, they’ll scratch yours?

How does the depth of your assortment meet your customer’s demand for selection? Do you have something for every room in her home, every price in her range, every style in her mind, every need in her life?

And, can she get her oil changed while she’s at it?

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Tuesday, June 3rd, 2008

The Funnel to Failure

Store owners and general merchandise managers know that good inventory management is essential to producing profits. You also know that bad inventory management can cause failure and limit profit.

Soaring Inventory Strangles!
Source: Outdated non-salable discontinued inventory leads to high taxes and increased opportunities for theft.
Result: Lower margin

Most studies show the annual additional costs for excess inventory can be 25 to 33%.

Here’s the deal: First, estimate the total inventory at cost you currently have on hand. For example, $100,000 of inventory on hand at cost. If you carry 15% more inventory than you actually need, what’s it cost you?

$100,000 inventory x 15% excess = $15,000 in excess inventory
$15,000 excess inventory x 25 to 30% = $3,750 to $4,500 annual waste.

The cost of holding excess inventory could be sidestepped if you invested in an inventory management system that would last you the life of your business and pay for itself in a year’s time.

Source: Low gross margin causes pressure to sell more in order to maintain appropriate cash flow. Pressure to increase volume results in higher selling, advertising and operating expenses.
Result: Increased expenses = reduced profits. Pretty simple!

Being over inventoried leads to two serious operational failures. Typically, once you figure out you’re in inventory overload the next step is to increase advertising in order to increase traffic by promoting some version of clearance, liquidation, or other gimmicky transactional promotion. As soon as the gimmicky promotion begins to drive foot traffic higher, your selling cost as a percentage of sales increases and the GM% decreases.

The process I’m describing is playing out daily in retail stores throughout America. Visually it looks like a 1980’s beer bong; profits seen funneling quickly into the belly of the already overly intoxicated crowd.

Source: High inventory causes poor cash flow.
Result: This results in excessive debt servicing, slow selling inventory remains in stock and best sellers become difficult to re-buy.

With every sales transaction, cash is generated, which drives the system. Cash is used to purchase inventory and pay expenses. The faster this cycle turns, the more efficient and expedient is your use of your investment.
Hopefully you have a good banker who will inform you of the destructive cycle that is beginning. If your banker loans you money, he or she will also want to improve your inventory control to squeeze the excess cash out of your inventory. This problem may appear temporary, but it may not be. The loan is a short-run solution: it will not eliminate the long-run problem.

Plan for Inventory Needs


How do you know if you have high inventory? One way to judge is to determine your current inventory turnover rate (sales divided by average inventory at retail OR cost of goods sold divided by average inventory at cost). To get the most out of your inventory, settle on a turnover rate producing just the right flow of merchandise to enhance sales, optimize cash flow, and maximize your profits.

Effective inventory management takes planning—not dumb luck!

I cannot emphasize enough the importance to plan your inventory needs, which means implementing an open-to-buy system. This enables you to commit yourself to receiving a certain amount of inventory in a given amount of time. These amounts are predetermined based on a carefully calculated sales plan and corresponding inventory level (based on your predetermined turnover goals).

Keep this in mind before you embark on your next season’s purchases. The hottest new merchandise is not always the solution to what keeps you awake at night. Cash flow improvements will only come from a conversion of bad inventory to debt reduction. And new inventory that turns at the correct pre-planned amount. Anything else is like moving your credit card debt from one interest card to another. It feels good now, but the problem remains.

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