Remember the classic “Miracle on 34th Street”?

I can recall watching that Christmas classic every autumn when it started to get cold outside. We got our first color TV in 1966. It didn’t help with this classic ’cause it is in black and white – as it should remain! There were only 7 “VHF” channels (and that was more than most “markets” had)…and TV was free – who would have thought we’d actually be willing to pay for TV?! I can recall people laughing at that notion.

 

Oh how far we have come… is that a good thing?

 

Miracle on 34th St. of course takes place in Macys – on 34th St. in Manhattan (NYC). It centers around a man named Chris Cringle and a young girl who believes. For me however, there was more magic… it was Christmas time – a time of gifts and presents! And Macy’s was (and still is) one of the top retailers – not only in NYC, but across the entire nation.
miracle on 34th street

Macys - Retail and Marketing Giant

We lived in New Jersey (ok, no jokes!) But, even then, at the age of 8 years old, I knew that NYC was special – the shops were filled with the latest goods, the best stuff, the best displays. I convinced my folks to take me into “the city” to go shopping (and have dinner in Chinatown!)

 

When we got to Macy’s, I learned that a major competitor, named Gimbel’s was just across the street. Naturally, we had to explore both stores! At the time, I was very “in” to model trains – Lionel and “n” guage. The electric kind, you know.

A century of retail...now gone...why?

We started out in Gimbels. They had some electric trains, they looked nice and the prices seemed fair, but I wasn’t going to make any decisions until I visited Macys. When we went across the street, just as in Gimbels, there was a wide variety of merchandise available, I found the toy department – and located the trains. And…wow, was I thrilled. They had several locomotives I wanted – and the prices were fair. My parents were prepared to buy one… I convinced them to buy two and forgot all about Gimbels.

 

And that is the point of the story… fast forward 45 years and Macy’s is still here while Gimbels closed their doors after nearly a century of doing business in the late 1980’s. How big was Gimbels? Well, did you know it was the “Gimbels Thanksgiving Day Parade” BEFORE it became the “Macy’s Thanksgiving Day Parade”!

 

So, why is Macy’s still here and Gimbel’s is a faded memory?

 

I believe it comes down to the people whom they call “buyers”… you know, the folks who decide WHAT is going to be offered on the shelves in their store. Those decisions determine where an 8 year old boy decides to buy his electric trains! If one buyer has a “sense” of what people want (and gets that item at a price the customer is willing to pay)… the store makes a profit and the customer walks away satisfied – the hallmark of a good business deal – one where both parties are satisfied.

 

And that is how I see myself today – as a “buyer” – seeking the “best in class” products and services. Because… unless you’ve got that, how long can stellar marketing strategies work?
I’m sorry, but I just don’t understand the mentality of most “home based business entrepreneurs”…

 

Many folks who “pitch” me on the latest deal (of the week as it seems) are more focused on the “pay plan” (100% commissions?! – ever hear anything SO rediculous? … for the math majors… THAT model is *just not possible*) OR… how frequently you get paid (daily? weekly?)…OR, they are swayed by fast or easy money, and NEVER stop to consider the ethics of the program they are promoting. Currently there is one program, I was just told is being promoted by many pastors – wow – how far off base one’s moral compass can be swayed. I’m not trying to come across as “Mother Theresa” here…but sheesh, how about *some* standards??!! Anyway, I digress…

 

Don’t get me wrong, I WANT to work with companies who pay regularly and offer a fair chunk of the profits for my efforts…

 

BUT –

 

Not before I know the product or service being offered is BEST IN CLASS – and – the company’s inner circle is comprised of moral and ethical individuals (to the best of my ability to assess this). What I don’t respect (again being brutally honest) is the “false Christian” attitude where every other word out of someone’s mouth is attributing success to God as if He is personally managing the company’s pay plan!

 

Again, don’t get me wrong, I’m all FOR Godly men (and women) running businesses, but for heaven’s sake…don’t use it as a SHIELD (or worse yet, a SWORD)!

 

Sound business principles are the same now as they were 500 years ago

 

There needs to be a fair exchange between the two parties – that brings be back to the “best in class” concept.

 

Now, even if you have great stuff to offer, you will fail UNLESS you let folks know about it!

 

In the home based business world, this is MIShandled by most – and that is why I put together my “ultimate video training” series – you can access this (for free) on my blog in the top right corner of alansills.com

 

But…in a world where the Internet has connected us to literally every “corner” of the globe (how can a sphere have “corners”?!) – it pays to learn how to get your message out to the masses.

 

One tool I recently discovered is produced by a company called staged – this tool, perhaps more effectively than any other I’ve found can quickly gain you exposure to the masses – and for a reasonable fee (about 25./month). You can review a video here that explains (briefly) how it works – http://www.staged.com/learn/buildtrafficnow

Click this banner to learn more about staged.com!

 

I want to invite you to join me Sunday evening at 9pm EDT (5/20/12) to attend a webinar where I will share with you – step by step – how to use this marketing tool to promote what YOU are currently interested in marketing.

 

Register here: http://imlivewebinar.com/staged to insure that you have a seat at the table when I serve up the info! Again – get a seat for 9pm EDT 5/20.

Click to grab your seat now!

 

Have a great day!

 

Al

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