It Won't Be Business As Usual

?This is an edited reprint of an earlier article. It seemed particularly relevant during this time of business closure due to COVID-19. As we are all wondering just what business will look like when we re-open, one thing is for sure, it won't be business as usual. How will you stand out in the "new normal".

"One thing is for sure, it won't be business as usual. How will you stand out in the "new normal"?

Following is my story of finding points of differentiation.... making it transferrable to my business. We are all going to need to try harder, work smarter and being willing to challenge ourselves to new ideas and new ways of doing business. Enjoy the read and let me know what you think.......

.......... I have used the above photo for dozens of presentations I have given to leadership teams of amusement parks and other leisure time venues, on the topic of growing sales and profit.

The message....If you want to get the attention of today's consumers...you better stand out

Laying on the beach in Cabo San Lucas, you will experience a never ending stream of vendors. They are like white noise… a constant with their presence. Simply a part of the beach and vacation experience.

And they sell everything. Jewelry, sunglasses, wood carvings, hair braids and bracelets, souvenirs, t-shirts and hats, mangos and margaritas, boat tours, booze cruises and jet ski adventures, time shares,and much, much more. You'll likely even be offered a few things that are illegal on this side of the border.

They are pleasant and friendly. Relentless in their selling… they handle hearing "no gracias" or "ma?ana", very well. And they always are experimenting with different sales strategies. They work hard! Spending hours on the beach, in the heat of the sun, lugging their inventory with them.

But even with the persistence and commitment that they give their trade, at the end of the day, I don't think that any one of them actually sell much. Their sales trays and back packs aren't much lighter when they go home.

After a while they all just blend together, and you tune them out….knowing full well that you can acquire the same goods in the stores in town.

Sometimes well meaning hard work does not translate into a successful business. 

Today was different. From a distance you could see a vendor that stood out. His "merchandising" rose high on a pole, much easier to see. Out of maybe a hundred vendors, he was the only one selling this product…like he had the exclusive franchise. He didn't have to work as hard as others. Simple concepts that yield tremendous results.

You may think that would be the last thing that would sell in the hot sun. And while not everyone with a cerveza in hand, ran to get a cotton candy…enough did.

… I only wish I had the picture of the empty cotton candy pole on his return trip down the beach!

He had a sales strategy and clear point of differentiation. He had better margins. His marketing was effective. And he had exclusivity.

I remember years ago being in Hawaii, again laying on the beach…and seeing everyone walking around with bright colored plastic "flower cups" . Their shaved ice was being sold in these. They caught my eye…and really stood out. I had never seen these before and was unaware of a supplier on the mainland. While still there, I located a supplier, and ordered product to be shipped to California. The result…. we were able to double the retail price, and we doubled our unit volume. That's a good thing…right? I need to go on vacation more often!

New product ideas, and successful new strategies of doing business are everywhere. Look for the transferable concept and how you can put those to use in your business.

Are those elements in place in your business? Have you found incremental revenue ideas in unusual ways or places? If not…maybe a trip to Cabo or Hawaii is in order!

About the author

Ken Whiting has spent over 40 years in the amusement park and attractions industry, as an operator, and provider of guidance on strategies to grow revenue, improve profits, and increase workforce productivity. A business leader, active volunteer, and Vice-Chair of IAAPA.

Reach out with any questions you may have at: [email protected]