To what degree are you controlling the outcome of your success?
Let’s apply some basic fundamentals to give you more control of your sales and cash flow. Once again, assuming a proactive position is always the best approach to take.

When you make the dangerous assumption that “everyone” needs your product or service without recognizing the subtle differences that come from Demographics and Psychographics, you minimize your ability to effectively speak to any of them specifically and effectively.
Keep in mind that there are two ways to stimulate cash flow. First, you can use advertising and promotion to generate more traffic. More traffic should equate to more sales. But second, you can increase the amount that each customer spends per visit. This can happen a number of ways, through in-store merchandising, by better educating the customer and by directing their attention to the full complement of what you have to offer.
Use the following Two Analysis below to better understand the relationship between what you are selling and what people are buying to more effectively manage the outcome of your sales.
1. Sales Analysis
What is the Number One reason for a customer to visit your business and what are they most likely to purchase? (Specifically!)
Note: You should analyze the patterns of your sales constantly.
By being able to differentiate your revenue channels between Primary (most popular), Secondary (significant but less popular) and Teritary (occasional or seasonal) you give yourself the power to more effectively communicate & direct your customers, predetermine what they will buy… and understand what else they will buy with your influence!
2. Market Analysis
Which specific market segment (or type of customer) comes to you most often, what do they typically buy and how much do they spend on average?
We are creatures of habit. By clearly understanding the specific types of customers that your products, services or even atmosphere attract the most, you are able to direct specific messages their way. Understanding customer behavior and buying patterns is the second important factor in managing the outcome of your success.
Knowledge is power so by understanding who comes most often and what they are most likely to buy you position yourself to direct the right message, about the right product or service to the right people, at the right time.
For example, it makes sense when you are slow to focus on reaching your Primary Customer (those most likely to come) and to talk about your Primary Product or Service (what they are most likely to buy).
Similarly, when you are already busy and can’t comfortably handle more immediate sales but want to promote future sales or open up new markets, this same understanding allows you to direct different messages to Secondary or Teritary customers (those less likely to respond) and talk about everything else that you offer! (and are less likely to sell)
Don’t make the mistake of generalizing. Pull things apart, understand how they work and why they do what they do. For more thought on the importance of analysis, check out my articles: “Trendwatching” and “Creating an Action Plan to Ensure your Success” both found here on my website… Larry