Author: George Todorov
The Tale of Halleb, the Carpets and the Markets
Once upon a time Exer was visited by the famous carpet trader Halleb. He was very worried since his sales were dying. That’s why he decided to discuss his problems with the wise trader:
- Why is my business dying, Exer, what do I do wrong?
- Why do you think it’s dying?
- Well, because with every next day I sell less and less carpets.
- And where do you sell them? – asked Exer
- The same place as always, the marketplace in front of the Sultan’s palace.
- And how many carpets did you sell today? – asked Exer again.
- Only one! And I used to sell 5 before! This is not good!
When he heard this, Exer started laughing from all of his heart and friendly put his hand on Halleb’s shoulder.
- In our city there are 11 other markets and 7 of them are larger than the “Sultan Market.” What do you think, how much would you sell if on all of the 11 markets there were several of your carpets?
- Well even if it is one per day, it is still twice as much as my best days, when I used to sell 5.
- Then what is your problem? Make sure all markets have some of your caprets for selling! And remember, in order to sell much, you have to fulfill three important requirements:
First – offer the goods to as much stands as possible, because one market is visited by more than a thousand people a day, and ten markets are visited by more than 20, 000. The secret is in the majority of people, in the everflowing river of customers who search and buy your goods.
Second – divide the profit with other traders, who will help you be on their stands since one always sells only what brings him money.
Third – manage to always keep the stands full. If you have to, you will move carpets from one place to another just because what is bought is always what is seen.
Business conclusion:
When we develop a distribution, no matter local, regional or national, we have to remember the three main factors for success:
- number of final spots/ spots where the goods are sold
- motivation of the intermediary trade institutions on the way of the goods
- effective division of the goods among all trade spots
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