Insights from a Young Entrepreneur

Should you get an MBA?

ian@getpawpets.com (Paw Pets) — Fri, 30 Jul 2010 15:56:00 +0000

Check it out! I just got a diploma in the mail that says "Ian Devereux White. Master of Business Administration". It's an amazing feeling and one that may be yours in the future. But how do you know if an MBA is right for you?

I was 5 years out of college and starting my 2nd business (Paw Pets); when I began my MBA. My professors acted as business consultants, not just professors. I learned a wide variety of materials ranging from Business Law to Ethics (yea, big difference in most cases) and applied them directly to my young company. That's why I decided to get my MBA.

Should you get an MBA? seems like a simple and straight forward question, but it's not. Getting an MBA might be completely right for you, but at the wrong time could be basically worthless. An MBA, or school in general, might be completely wrong for you, but done at the right time in a career could make all the difference in the world.

First, every MBA program is different and it's important to remember that you can get a great education from just about any school (online programs exempt) if you put the work in. Doesn't matter if it's Berkeley or a little private school, you'll get out what you put in and you will develop great connections and a new and complete understanding of the intricacies of business. Make sure the school is accredited and requires that you take the GMAT!

Second, there are students who go straight from college to an MBA program, and in some cases were able to contribute a great deal. But as a rule, if you want to get the most out of an MBA and give the most back to your fellow students, you should have 5 years of real world experience or more. This is very important, and you need to consider what you really have to offer, because if you have little to offer you will also gain little; so go back to work, get some experience, and then see if an MBA is still right for you.

Third, One of the best parts about an MBA is that you are able to work with people from all different backgrounds. Whether you specialty is in a little family owned restaurant or multi-national corporations, you will still have a great deal to add to and take away from the program. Just be sure you have significant experience in your field or in a wide variety of fields.

Some MBA's get out of school and immediately experience a salary increase, others go back to their family business with the same pay and often some debt. Some schools are over $150,000 and others under $40,000. Don't judge based by cost, judge by the way you feel on campus, the way you connect with your peers, and the relevancy of your professors experiences (they should still be actively working in the field they are teaching). Trust your instinct as to how much you can learn from your peers and professors and be honest about how much you feel you can give back to them.

Ask yourself these questions:

How relevant is getting an MBA to my specific goals? How relevant will my experiences, thoughts, ideas and input be to my fellow classmates and professors who likely have 5-15 years experience, much of it managerial experience? What do I really want out of an MBA knowing that I may not make any more money? What do I want out of an MBA knowing that I will forget most of what I learn if I don't apply it fairly quickly? What are the real world applications of an MBA for me or my company? What do I really want out of this experience?

As you answer these questions, be sure to remember that you will only get out what you put in and getting an MBA will not necessarily make you any smarter, any better at business, or increase your salary. The only guarantee is that it will be a lot of work and cost you or your company a lot of money. However, if you are in the right place in your life and you are going for the right reasons an MBA is an amazing and extroridnarly valubable experience and I highly recommend it!

If you have any specific questions about getting an MBA or St. Mary's College of California, I'm here to help.

Until next time,
I

A quick re-cap and I'm back!

ian@getpawpets.com (Paw Pets) — Mon, 28 Jun 2010 18:35:00 +0000

Dear readers,

It's been quite some time since last I wrote and for that you have my most humble apologies. Rather than give you a detailed update of everything that's been going on since my last post on April 16th, I'm just going to give you a few broad highlights in my personal and professional life now that will be discussed later in relevant business related topics:

-Ariana and I picked a wedding date: February 19th

-We're remodeling our house (yes, while planning a wedding!)

-I created a mutually beneficial and potentially very profitable partnership between the keiretsu Forum and the 15 Next Generation wineries, including Peju.

-Butter is now working with wine.woot to create a partnership with many of our local clients and things are moving as smooth as butter.

-I have completed all of my courses and have an MBA!

-Paw Pets are on sale in Canada and we are working on our biggest sale ever and trying to order enough inventory for the Backer show in October because we are dropping our prices, releasing new toys and sales are going to go crazy!

I've learned a lot creating these partnerships, at Yappy Hours, on business trips and in school and look forward to sharing my experiences with you so that you can learn from them too. I hope that you will comment on my upcoming blogs and agree with me or challenge me or share your own experiences so that we can gain from them as well.

The next blog will not be up for a week or two because I"ve got some traveling to do but the title will be: Should you get an MBA?

Thanks for reading!
Ian

Planning a Sales Trip? Rules to Live by.

ian@getpawpets.com (Paw Pets) — Fri, 16 Apr 2010 18:11:00 +0000

Check out Sharkiana! Animal Wellness picked her as their favorite Eco-friendly plush toy!

Now to the sales advice:

Many aspects of a sales trip seem like common sense and I know "common sense is not common", but so many reps are missing the most important points! Before I get into these points and tell you what to do, I think it's a good idea to walk you through my latest experience.

I headed to Marin to see three pet boutiques last week. One had done well with Paw Pets in the past, one had done "OK", and the other had struggled to sell the toys and ended up discounting them and using them for display purposes. Hey, you can't win them all and not every toy is right for every demographic so don't let it get you down. I had new toys to show them, all of which are on the website and could easily have been ordered online, but showing up at their boutique in person, showing I care, and delivering toys went a long way, and not just because they save on shipping. However, showing up at a boutique can do more damage than good.

Generally sales reps are not met with thanks for our troubles and time; as a matter of fact all three stores in Marin let me know that I was at least the 4th sales rep that had come in before noon. These words were not communicated with excitement or happiness but were expressed with tones of annoyance and exasperation.

Why is it that making a trip to push our products on boutiques and take up their valuable time and make them feel awkward about saying "no" would be annoying? Er... um... wait... question answered! Boutiques can order just about anything they want online and know exactly how do to it and probably get a discount by doing so. But here we are, products in hand, taking up their time and putting them in an awkward position over and over and over and over again...

But it doesn't have to be that way. I made sure that I was not just another annoying sales rep; I was the sales rep that took the time to CALL AHEAD, briefly tell them what I had to offer, asked them about their day without sharing about my own unless asked, and then asked when would be a good time for me to QUICKLY stop by and show them my Paw Pets. They checked their schedules, gave me a time, and I showed up right on time; not early, not late, but right on time and prepared to wait happily and out of the way.

I was the only sales rep, at all three stores, who had taken the time to schedule an appointment. I was the only sales rep who even gave himself a chance to show up on time... In a world full of sales reps constantly bombarding stores with products here are some rules to live by:

1) Call first!
2) Take up as little time as possible but make a personal connection and take notes.
3) Care about the products and make sure the buyer can hear that over the phone.
4) Smile on the phone.
5) Dress appropriately for your clientele. In the pet boutique world if you wear a suit you're done before you get started.
6) Be prepared to wait when you get there and do so graciously and out of the way.
7) Make a personal connection with the buyer and try to bring up specifics from your phone conversation that make them feel like you listened and like they know you.
8) Do everything you can to make the buyer feel special. Offer a special deal, remember the name of their pet or their personal circumstances etc.
9) Call back to check in (make sure you give them plenty of time to gather feedback and call around the time they originally scheduled you to stop by or at a time that they will likely be less busy).

There are many other ways to be a better sales person in a world where stores have window stickers that say: "I shoot the 4th sales rep and I just saw the 3rd," but this advice should give you a good start and feel free to ask me any specific questions; I'm ready!

By the way, all three stores made large orders!
Happy Friday,
Ian

Donations and Events

ian@getpawpets.com (Paw Pets) — Mon, 15 Feb 2010 19:02:00 +0000

Hello all,
I know it's been a while since I last wrote but it's for a very good reason; I've been busy donating tons of time and Paw Pets to good causes! My most recent donation of time and toys went to Paws For Love in Santa Rosa. The event was very well attended and raised a bunch of money for homeless pets and found homes for many pups as well. I met some great new friends, sold some Paw Pets and was very excited to see the enthusiasm of bidders during the silent auction; some of whom had seen Paw Pets before and had great things to say and others who had never seen a Paw Pet but excitedly exclaimed things like "I want to play with one of these with Bruno... can you imagine how much fun?!?!"

It was a great experience to meet all of the dog lovers and enthusiastic members and volunteers for Paws for Love and was quite a nice feeling to know that my Paw Pets and I were helping raise money and find homes for pups in need.

It was also extremely beneficial to go to the silent auctions because although I frequently donate Paw Pets for auction, this was only the 2nd one that I have attended. I was shocked to see how different the two silent auctions were and learned a great deal about what questions to ask when considering making a donation. Both silent auctions were very successful and I'm definitely going to continue to donate to silent auctions but things like whether or not the toys were bid on separately or bundled together with other products makes a big difference; especially in terms of marketing research and figuring out how much people are willing to bid on a product (it's almost always the case that people are willing to pay less at auctions than they would in a store... it's part of the fun of getting a killer deal and doing a good thing).

If you are considering donating to an auction, please contact me as I have some advice that I think could help you a lot and lead vastly improved benefits for you or your company if and when you participate. One piece of advice: See if you can control or have some say as to what your donation is bundled with and try to go to the event (be a fly on the wall) and see what people have to say about your products when they don't think you are connected to them at all!

2010

ian@getpawpets.com (Paw Pets) — Tue, 12 Jan 2010 16:36:00 +0000

Hello and Happy New Year!

My last post was December 7th and much has happened since then. Paw Pets recorded our first profitable months (Nov/Dec) and we've had a major increase in online sales (and boutique sales; especially in certain locations where we sold out once or TWICE between December and January 1st).

In addition, we've begun to successfully reach out and develop friendships and partnerships with pet organizations, large and small, local and national, who need donations, are looking for event sponsors, volunteers, participants and supporters. Please contact us with any such organizations that you know of, pet related or not, who could use Paw Pets to raise money for a good cause or make the world a better place for pets and their people. On that note, please contact us and let us know where you do your pet shopping so that we can make sure that Paw Pets are on the shelves.

Special thanks to: The Bark Magazine for their holiday product recommendation, Animal Wellness Magazine for their holiday product recommendation, and to Dogtime Media's secret shopper for trying Paw Pets and telling his/her readers how great he/she thinks they are!

We had our most successful events ever at the end of last year; thanks in part to Paws With A Cause, who set up a present wrapping for donation booth next to ours and whom we donated 10% of proceeds back to in support of their mission to train dogs for the disabled. Other thanks to Bobby of George and Len and Leslie of Nitro Dog for allowing me to set up my booth in front of their stores and talk (and sell) to customers about Paw Pets; it was quite profitable for all parties involved!

There were other wonderful moments for me personally and for Paw Pets but now it's January and it's time to learn from our successes and failures in 2009, focus on the present (today's sales and partnerships), and begin to plan for the future. It is my goal this year to make sure that everyone in the country with a pet has heard of Paw Pets and that every boutique, whether they carry Paw Pets or not, knows that those who have Paw Pets love them! We also expect the launch of the 8th Paw Pet as well as the return of Bamboo Sharkiana (which sold out in 2 months!).

I have other goals related more closely to revenue, brand building, and the future of Paw Pets but right now my head is in the moment and the steps that I must take to reach my lofty goals must be taken one at a time.

On a personal and Napa related note, I would also like to announce that we officially launched the new logo for the Napa Valley Men's Luncheon Club (NVMLC), which I am proud to be a part of and is a group comprised of 250 of the most influential men in Napa. We are bringing the club into the new decade with a snazzy new logo, which I had the honor of designing (below), e-newsletters, and an eye towards bringing more youth and more members into the club without outgrowing the banquet halls in which we meet.

Again, happy new year to everyone and if you have any ideas for Paw Pets, are looking to exchange links, want to make some money by helping us sell toys, or don't have a Paw Pet yet please contact us through our website at http://www.getpawpets.com or ian@getpawpets.com and we'll make it happen!

May 2010 grant you love, health and happiness.
I

Paw Pets: Event at Geoge Berkeley

ian@getpawpets.com (Paw Pets) — Mon, 07 Dec 2009 18:45:00 +0000

I hope you all had a great weekend! I worked most of the day on Saturday but that was actually one of the best parts of a superb weekend. The rest of this blog is designed specifically as a website optimization test, no need to read further.

I showed up at George, a wonderful pioneer pet boutique on 4th street in Berkeley, and spent the day selling Paw Pets, chatting with locals about pets, pet toys, dog toys, cat toys, and of course, all the "cute" things that pets do. Many brought their dogs out with them and it's always great to meet people and pups who love Paw Pets and/or interact together in fun ways like trips to the local pet boutique.

I was also lucky enough to spend a bit of time with the Dunbars of Dog Star Daily, who are some of the most influential trainers, dog lovers, and activists in the area. They were kind enough to support me by buying a Paw Pet from George and in return I gave them one to try with their pups. I hope that they will write an article or post a video on their website but even knowing that they are about to have a ton of fun with their new Paw Pets is enough to make it all worthwhile.

As a matter of fact, knowing in general that Paw Pets are making so many people and their pups happier and healthier is all I need to know to make all of my efforts worth while. Don't get me wrong, revenue is what allows me to create toys that lead to smiles and laughter.

Thank you, Bobby, for you kindness, support and for having me at your boutique for such a fun and successful Saturday! I look forward to my upcoming event at Nitro Dog in Lafayette (a benefit for Paws With A Cause) next weekend and many more (including our next event at George on or around Valentine's Day).

Please let me know if you would like to have an event at your store or know any organizations looking for holiday donations!?!?

I hope everyone out there has a GREAT week ahead of them.
I

Incentives and the "Free" Culture

ian@getpawpets.com (Paw Pets) — Wed, 02 Dec 2009 19:16:00 +0000

Happy holidays from Paw Pets!

This year each large Paw Pet (Crocobob, Hippolynne and Sharkiana) comes with a free purple, pink, or green Santa hat as long as supplies last. The hats are not only cute on Paw Pets but are pet-safe and fit comfortably on pups!

It's interesting trying to figure out what kind of incentives really drive customers to your product. Last year I had a few great events at local boutiques with good sales but always had leftover toys at the end of the day... Then on December 22nd of last year my mom bought some small santa hats that fit nicely on the toys to add a little cheer to my holiday display. To our surprise, not only did we get more attention, but people rushed to buy the toys expecting to get that hat too. When I informed them that the hats were just display items excited shoppers began bargaining with me: "what if I bought 2"? or "Throw in a hat and I'll send everyone I know to your website"? Eureka, I thought, we have to make and sell these hats next year! It's also nice for consumers because they don't have to buy a cheap "holiday toy" but rather can buy a great that can be used all year with a re-usable holiday hat.

Shortly thereafter I visited one of the wonderful boutiques that carry Paw Pets and found a PILE of little Santa Hats for pups (or children, I imagine) discounted at 75% off... they weren't selling or didn't sell nearly as well as the boutiques expected... And yet, I was up-selling from $25.00 to $50.00 simply by including a hat similar to these $5.00 hats that were now piled in the discount bin. What was the difference? Why were people willing to buy an extra Paw Pet just to get a hat that they could buy for $5.00 or less from pet boutiques or other retailers?

Although I have developed many theories and intend to test them this year, I believe what it really comes down to in the end is the idea of "free". People didn't mind buying an extra toy, spending more than they thought they would as long as they got something "extra" or "free". They were making a large purchase decision or bargaining excitedly just to get the little hats based on the idea that they were getting something for free... The idea of our new "free" culture and how to make money on "free" is discussed at length by Chris Andersen in his book "FREE". If you are in an industry where you can add value with something free, provide a free service and charge for the upgraded service, or if you are in sales at all, I highly recommend reading this book. I would suggest, however, sticking to the chapters that most relate to you and your industry.

I'll let you know how my Santa hat experiments go this year.
I hope you all had a happy Thanksgiving!
I

Forcing VS Allowing: A Winning Mindset

ian@getpawpets.com (Paw Pets) — Wed, 11 Nov 2009 17:25:00 +0000

Check it out, Paw Pets got an amazing review in Bark Magazine! I'd like to say that it was purely due to the quality of the toys but it took a lot of hard work to get this review.

Most great things require a lot of hard work but recently I've been working on "allowing" things to happen instead of "forcing" them. I am preparing to leave for a week and I have a list of more things to get done than I can possibly do. I could easily turn into a tornado flying through tasks with reckless abandon and an eye only on getting things done. But today I am staying calm, relaxed, and focused.

I try to remind myself that I am at my best when I move deliberately rather than trying to multitask a million things at once and "make" things happen. Rather, everything works better if I move in a calculated way through logical thought processes, identify the problems or solutions, think how best to begin or make changes, and then take action. Sometimes it's hard to stop the brain from running at a million miles an hour and controlling you and it's hard to relax our bodies while we move through the tasks and related stresses of the day. But it is counterproductive to panic or operate without focus. I pride myself on my ability to do many things at once and work my way through almost any situation but today I am allowing myself the space to move at a slower productive pace, knowing that everything will work out as it should.

I must also note that I am awaiting a shipment of Paw Pets from my puppet maker, Moe, so that we can distribute them to stores for their holiday purchases. I WANT to make sure that all of the stores get their Paw Pets as soon as possible for holiday sales and I WANT to get this done before I leave on my trip. But there is nothing I can do at this point to expedite the process or FORCE the Paw Pets to arrive. So instead of fighting, stressing, tensing and forcing my way through the day and through this issue, I am going to work hard all day, get done what I can get done, and allow myself the peace of knowing that the Paw Pets will arrive when they do and that they will sell like crazy as soon as they hit the stores (especially since we just got two HUGE features in the holiday issues of THE BARK, pictured above, and Animal Wellness Magazine)!

Layers of Brand Identification and Equity

ian@getpawpets.com (Paw Pets) — Mon, 02 Nov 2009 18:23:00 +0000

Crocobob is one of our first two Paw Pets, which you probably already know but a re-introduction is always better than none at all. We created cartoons in order to increase the level of product identification for children and adults who care that Paw Pets are more than just a toy. But what is that really worth? How does one judge the value of having a cartoon, or company that goes beyond the obvious to create layers of brand equity? It's tough because you can't track sales or quantify results... so what do you do?

I'm sitting in a coffee shop working on Advanced Financial Management (a class for my MBA) and I can't help but think about my real company and if I'll actually use the formulas... I am now memorizing how to find over and under-applied overhead costs, overhead rates, weighted average process costing method and direct material and labor variances etc. and I CAN actually see the real world connection to my business.

These are things I WILL be calculating when my business grows, these are things I could be quantifying but will not. Why you ask? My answer is clear and it's because I am in charge of marketing and sales. Once we have figured out that our margin is good enough to keep us in business then making predictions as a young company isn't worth the time; things just change too quickly. Please don't tell my partner I said this because he lives for these things and is constantly reminding me that we aren't out of the red yet. We've been in business just over a year so this situation is not only common but if your business is doing well you are probably deeper in debt because you have placed re-orders and are spending on advertising etc. for the next big push.

Although it's difficult to see the value of "qualifyable" things, such as a logo or name and the associations attached to them, they are the soul of your business. If a company goes public you can immediately see what this soul is worth because the value of the company must now be judged as a whole, not just as a reflection or balance of assets, sales and the quantifiable. Think of Coca Cola and ask yourself if you think that their logo is worth more than all of their other assets? (I would argue it is, and so much so that it's actually a silly question)

Crocobob now has a story, written by a high school student in a contest that I set up. Her whole family went out and bought a Crocobob and so did her friends and their friends. Now, Crocobob isn't just a toy named after my business partner (which is already one layer beyond just being a product) he is a vegetarian crocodile that hangs out with a dancing pink hippo and a lost purple shark. This identity came from a young mind and now when she, her family, her friends or anyone who knows the story sees that little green toy, they will be filled with excitement and have a story to tell their friends and others that I will soon call "customers".

So always make sure that your are weighing in more than just the quantifiable and constantly think about the intangible aspects of business. If you are a chart person, make a 3 dimensional chart with 3 axis and plot points for your sales and growth but also plot the value of your brand equity, relationships and the rest of the intangibles that make businesses successful.

Events and Customer Support

ian@getpawpets.com (Paw Pets) — Mon, 19 Oct 2009 16:12:00 +0000

What better way to support your sales and local stores than getting out and being part of the community!

I heard a stranger talking about a great new pet toy... an interactive toy... a... Paw Pet! It was the first time I'd just randomly overheard someone talking about the toys that I make and how much she and her pup loved them. Let me tell you, that is a great feeling.

Paw Pets is a brand that people know, respect, and believe in and we are spreading across the states quickly. But even now, with the best pet reps in the business out there making some great sales and customers frequently telling me that Paw Pets are by far their favorite pet toys, I must still be aware of the pulse of the pet community. I must be at ground level, talking to stores, talking to customers and showing people that I care and that I want, need, respect and will act upon their input.

I walked in the St. Helena Pet Parade this weekend as a Jedi and my pup, Leo, was dressed as Yoda. We had a great time, I met a bunch of lovely pups and their people and I gave Paw Pets away as prizes to happy adults and children who eagerly awaited their turn to walk in the pet parade. I also carried a sign that had the Paw Pets logo and the names of the local pet toy boutiques in which pets are on sale. I got some great feedback and met some new people and pups (hopefully they will go out and buy Paw Pets) but most of all I was at ground level with my finger directly on the pulse of the local pet community.

What I've learned is that unless you are blessed with the kind of luck that leads you to win a huge lottery jackpot, starting a new company, no matter how great your idea may be, is going to take hard work, dedication and the ability to become a part of the community that you hope will buy your product or service. And once you are a part of this community there is no sitting back and relaxing, you must continuously grow with the community, keep an eye out for changes and adapt your product and your message to their needs before your competitor beats you to it.

Happy rainy Monday everyone.

St. Helena Pet Parade Invite

ian@getpawpets.com (Paw Pets) — Fri, 16 Oct 2009 18:40:00 +0000

This is an official invite for all of you to come see tons of pups, dogs, cats, dog toys, cat toys, dog costumes, and interactive pet toys at the Saint Helena Pet Parade tomorrow morning at 10:00 AM. There will be every kind of dog toy, cat toy and pet toy that you could possibly imagine and I will be there, embarrassed but having fun, dressed as a Jedi and giving away Paw Pets to trivia winners. It should be a ton of fun and it's always entertaining to see all of the different costumes that people put on their pets. There will be tons of other fun pet related stuff going on as well as harvest related activities such as wine tasting.

I'll make sure to post some photos of the parade next week. Have a Happy Friday!
Wondering where to buy Paw Pets? Click here!

Noe Valley Pets and Sales Events

ian@getpawpets.com (Paw Pets) — Mon, 12 Oct 2009 16:41:00 +0000

Hello and a happy Monday!

Sometimes I'm not so happy to be wished a happy Monday, especially when I have a case of the "Mondays"; so I apologize to all of you out there who had a great weekend and quietly went "pffff" when you read that. I worked this weekend. But don't feel bad for me, I had a great time working and am only working a half day today.

Work on a weekend was a "great time", you ask? Seems like a paradox, I know, but it's true. I spent most of the day hanging out at Noe Valley Pets 1451 Church St. SF on Saturday selling Paw Pets, meeting customers and hanging out with the lovely and knowledgeable owner, Paula. I set up a table covered with Paw Pets and talked with customers and passersby about quirky pets, the benefits of interactive play and how to train pups not to destroy their pet toys. We sold a ton of toys, which is always nice, but mostly it was just great to connect with other pet lovers, talk about Paw Pets, dog toys, cat toys and meet get great feedback on Paw Pets and the future of pet toys.

Great future sales often come from making these connections and showing people that Paw Pets is more than just another company or foreign manufacturer. These events give me the opportunity to show the pet loving public who I am and show them that we are not some huge company making a million random products for profit without thought, nor a company that just makes pet toys. Rather, we are a small, local, American company built on the foundations of interactive play and love of pets.

Sunday was also a day of work but I'll save that story for another time and just say: Thank you Paula, thank you Noe Valley Pets, and thank you to all of you who bought Paw Pets, who will buy Paw Pets, or who took the time to chat with me and make working on a Saturday fun!

Interested in professional training techniques using Paw Pets? Click Here!

Paw Pets: It's Friday

ian@getpawpets.com (Paw Pets) — Fri, 02 Oct 2009 19:31:00 +0000

Happy Friday!

Note: this is one of the blogs designed specifically for website optimization, no need to read further.

It's a very happy Friday for Paw Pets because we just received the first prototype of a brand new pet toy that we are hoping to have on the shelves in early 2010. It is quite different from the other dog toys, dog puppets and cat puppets that we make but it is still an interactive pet toy. I am not going to divulge any specific information about this revolutionary new, extremely durable, and cute pet toy (just in case my competitors are reading...). But I will tell you that it is a pet toy, perfect for dogs of all sizes and cats of all sizes. It is different from any of the current Paw Pets and also quite different from any of the dog toys or cat toys that you see on the market right now. I will give you one hint... This pet toy will still stick to our theme of animals that love the water. You are welcome to guess what animal this pet toy will be and if you guess correctly we'll give you a free one when they come out. So let the guessing begin!

I'd also just like to say that this Paw Pet is going to be just as durable as the rest of the dog toys and cat toys that we make but we are keeping kids in mind when we make this toy too. We've have heard from friends, customers and pet stores that Paw Pets are not just great dog toys and cat toys but are also great for playing with kids! We even have one customer who wrote to me and told me that she doesn't use it as a dog toy or a cat toy but rather uses her Crocobob to play with her bird!

We're just happy to be making durable dog toys and cat toys that make pets and their people happy!

Don't forget, Play With Your Pet!

Notice: Occasional web optimization posts to come

ian@getpawpets.com (Paw Pets) — Wed, 30 Sep 2009 22:21:00 +0000

Dear readers,
I will be writing occasional blogs that are specifically designed to test/optimize my website. I will always begin these blogs with "Paw Pets:" followed by a notice that they are for optimization purposes; these posts will be few and far between. If you don't understand how search engine optimization (SEO)and linking works please feel free to contact me to discuss steps that can be taken to improve your website. Understanding and using these techniques are very important for all businesses but especially for small businesses and businesses with limited budgets.

Read not further, this is an optimization test.

Paw Pets Paw Pets are pet toys, more specifically, puppets for dogs and puppets for cats designed for interactive play with pets. There are so many dog toys and cat toys out there that are designed to keep pets busy by themselves, but Paw Pets are all about interactive play, training and relationship building with pets. I am not suggesting that there is anything wrong with pet toys that are not puppets for dogs, puppets for cats or interactive pet toys, but interactive pet toys offer so much more.

So today I will keep this short, as most of these direct Paw Pets posts will be, but future posts will be more in depth about specific issues rather than just talk about dog toys, cat toys, dog puppets, and cat puppets, or interactive pet toys in general. So if you have any questions about different pet toys please just go ahead and ask!

And if you have any questions about why this seems repetitive then you should definitely keep an eye out for my upcoming blog about website optimization. Which will not be about, dog toys, cat toys, pet toys or interactive pet toys but it certainly will be about Paw Pets.

Monday Salute

ian@getpawpets.com (Paw Pets) — Mon, 28 Sep 2009 17:03:00 +0000

I had an amazing weekend with my fiance in Half Moon Bay and a perfect dinner with my best friend and his new wife, who just returned from their honeymoon in Thailand. And then, just before bed, I received an e-mail that relayed a ton of different things, all of which were deflating, depressing or just generally bad news.

When I first opened my eyes this morning I was consumed by the impending nightmare that today was promising to be. But as I slowly and thoughtfully went through my morning routine, careful not to focus on anything but the warmth of my morning shower, homey flavors of my breakfast and all of the simple but fine things you experience if you focus on the moment (the "Now", thank you Eckart Tolle) and the depressing fog began to lift. I got all of my things together, after taking a moment to admire the communal comfort one gets as everyone pulls out of their garages and heads to work at the same time, and drove to the coffee shop for week 3 of teaching myself advanced accounting.

Rather than anxiously diving into my problems, I started to write this 'Monday Salute.' I refused to jump straight into all of the pressing issues that could easily have turned my morning into a nightmare of tension, anxiety and stress and am now relaxed and doing what feels right and what I want to do. I am confident that I will solve all of the day's problems that I can, and no matter what happens I will end the day by going to the gym and making dinner with the love of my life... Now, as I write this, my problems and issues, serious as they are, seem to be folding themselves neatly into smaller problems, things I can handle and always have. It's just another day of work and another day I am lucky to be alive. So here is my 'Monday Solute':

Here is to Mondays.
Here is to the woman I love more every day of my life.
Here is to the money that helps but that we really don't need to survive.
Here is to having the things that matter: family, friends, love and health.
And here is to knowing and caring that this morning was worse for someone else.

Here is to Mondays.
Here is to pumpkin patches, football, winter, celebrations and change.
Here is to really living and trying to appreciate each and every moment of each and every day.
Here is to all of those who are sick or hurt or sad or dying today
And here is to Mondays because, if you are here, then real problems are still far, far away.

Sustainable Business Models

ian@getpawpets.com (Paw Pets) — Sat, 26 Sep 2009 22:02:00 +0000

I love the fall because it is the gateway to the holidays and I love punkin' pie! Aside from my love of all thinks punkin', I think my infatuation with the fall is rooted in my childhood love of family, Halloween, Thanksgiving, Christmas, New Years and the school breaks associated with them.

It has always amazed me that world around us knows to prepare for seasonal changes... Trees shed their leaves as there is not enough sunlight for photosynthesis to occur, making leaves a waste of energy. People pull out warm clothes, forget about tans and get used to shorter days, longer nights, snowboarding and fireplaces (and indoor play with our pets!). The earth and most or all of it's creatures know what is to come and we prepare and adapt or do our best to guess what is to come based on previous years and intuition.

It is important to note how closely the business cycle or product cycle mirrors this ecological and social cycle, as discussed in my previous blog "The Cycle of Inventory and Sales". But what's more amazing is that businesses cling to the same models, policies, rules and regulations rather than using the environment as an organic model; always growing, changing and adapting to the seasons. We are always growing at Paw Pets, constantly re-thinking our rules and procedures, revising our products and questioning our assumptions and common sense.

Trees don't just drop their leaves on the same day, or even same month, each year because that's the way it's always been. They loose their leaves when it's not worth the energy to keep them anymore. Then, when summer comes some of the old branches will continue to grow while new branches reach out in different directions to capture new rays. So then, why would a business apply a rule written last year, or many years ago, to a new situation and a new year? Allow me to make this question even more clear: Why in the world do businesses not use the ecological and social environment around them to help create dynamic business models?

What I am describing is called a sustainable business model because it is a living, adapting, changing model that is used to survive in an ever changing and evolving world. Your business can either follow this model, one that has been tested by evolution and sustained life since before humans or business existed, or use a rigid business model. I'm not saying that we should not learn from the past and use prior successes as foundations or guides but adhering strictly to any one plan or model is much like being a stubborn child at the beach in August, shivering dumbfounded as a summer storm approaches, expecting it will get warm any minute just because it was warm in August last year and the year before.

Applying this principal to Paw Pets:
There are millions of different pet toys out there: Cat toys, dog toys, interactive pet toys, pet toys that pets play with by themselves, pet toys that pets learn from or with, and pet toys that are simply to be destroyed. Paw Pets makes interactive toys because we believe in interactive play and training with pets. But this does not mean that we are going to only make interactive pet toys, nor does it mean that we are only going to make one kind of interactive pet toy. Right now people seem to love Paw Pets and interacting with their pets. Hopefully we will get a lot of sales in Christmas gifts for pups or holiday gifts for dogs and family members. The beauty of Paw Pets is that they are great for the whole family so aren't just gifts for dogs, gifts for cats or gifts for pets, but are gifts for the whole family! Next year, we will have new toys and right now we plan to make them interactive toys. But if the market changes we will not be afraid to change our focus or our business model to make sure we are providing pups and their people with exactly what makes them happy!

Quantification and Qualification of ROI

ian@getpawpets.com (Paw Pets) — Thu, 24 Sep 2009 16:21:00 +0000

It is very important to measure your business success and expenditures based on qualify-able and quantifiable indicators. So many businesses only look at what they are worth based on balances, inventory and other accounting terms. But take Coca Cola for example, their name and brand is worth more than all of their inventory, cash, employees, factories etc.. But how do you quantify the brand "Coca Cola", the most recognized brand in the world? The answer is that you can't quantify it until someone makes an offer to buy it or a decent estimate is made through thoughtful, thorough and professional analysis.

My partner often talks about ROI (return on investments) regarding how many direct sales we make when we advertise or have an event. My answer to his questions vary but I always remind him that there are more benefits to these investments than direct sales, such as the qualities that one must qualify and not quantify: how much have we spent on our branding and how much is it worth to us that countless magazines and trainers now publicly support our brand and mission? How much is it worth to the boutique that I stood in front of in the cold selling toys? Answer: a lot!

How do you quantify things like brand equity that are only based on quality or qualify-able? Until someone makes a cash offer, the worth of these things is technically $0 but in reality, aside from the toys themselves, and possibly including them, our brand, supported and fortified is the most valuable part of our company.

When you are thinking about an investment, always make sure that your are weighing in more than just the quantifiable and always think about the intangible aspects of business. If you are a chart person, make a 3 dimensional chart with 3 axis and plot points for your sales and growth but also plot the value of your brand equity, relationships and the rest of the intangibles that make a businesses successful.

Get the Facts or Forget Common Sense

ian@getpawpets.com (Paw Pets) — Wed, 23 Sep 2009 21:58:00 +0000

This is me with the first Paw Pets prototype taken over 1 year ago. Today we are in 8 states and make 7 toys and I'm still learning every single day.

I had a bit of a Paw Pets disappointment the other day and I immediately (and wrongly) became defensive and angry. I pride myself on my ability to use logic and common sense and here I was quite confused because we didn't get any sales from this easy formula: Great Pet Toys + well respected sales reps + big pet expo = big sales! Makes sense, right? As it turns out, no, it does not. Although that logic makes sense the problem was that I didn't get all of the right facts. Therefore, the common sense and logic that followed were worthless. Totally my fault and actually good news in the long run.

In a previous blog titled "Family, Business and the Root of the Problem" I discussed knowing what the real problem is or what the ROOT of the problem is before addressing (attacking) it based on emotion or situation. Similarly, this blog is about getting the facts before making other decisions or creating expectations. We must keep our common sense in check because even infallible common sense is worthless without the facts. And it is your responsibility to get the facts and get them in the right context and order.

I thought reps at these big pet expos were there to take orders but it's companies like me who pay for booths at these shows who get the orders. Reps, like mine, are there to get new clients (stores or chains of stores who later buy our toys). Of course they are not walking around with Paw Pets and every other toy showing every store or buyer. Many of them represent hundreds of different lines and they are thinking long term. Yes, they makes some sales, but it is the heavily discounted toys that get sold and it is better that our reps build long term relationships than sell then and there at the expos.

We could not afford a booth at any of the big conventions this year and if we discount any more, we won't make any money (a separate issue I'm writing about soon: quantification of brand equity). So why did I expect big sales? Why did I expect that my toys would stand out amongst the millions of other toys on other booths? I can tell you: I did not have the right facts so my equation, although set up logically, led me to a fatally flawed conclusion.

Ultimately, how do you get the right answer from _ + _ = _ without the right numbers (facts) to plug into this equation. Even if you have the answer _+_ = 10 there are a million options to fill in the blanks ranging from negative numbers to decimals and even equations within the equation. What if the real equation above is 5(10) + 4(-10) = 10. It's still correct but there was more to it than initially met the eye. What I did and what I urge you to avoid doing is just plugging in things that make sense like 5+5 =10 and thinking that you have the right or only possible equation or answer.

The correct equation for my situation is: Great Pet Toys + well respected sales reps + big pet expo = great long term sales. I just hadn't factored in the "long term" part of the solution so the rest of the equation was wrong.

Just like when you saw _+_=10, you probably didn't think that (4 X-10) would be part of the equation.

*Side note: another correct equation would be: Great Pet Toys + industry leading discounts and incentives + well respected sales reps who make direct sales an expo priority + big pet expo = decent sales but no promises and likely overall quantifiable losses..
Or
Great Pet Toys + industry leading discounts and incentives + a well designed booth + big pet expo + a good salesperson = great sales and great future sales.

My sales reps are the best in the industry and they know what they are doing. I'm just happy that I didn't allow my misunderstanding of the facts and immediate disappointment to color my understanding of my reps or expos. THANK YOU REPS!!!!

Family, Business and the Root of the Problem

ian@getpawpets.com (Paw Pets) — Sun, 20 Sep 2009 05:16:00 +0000

Butter Communications is the first company I started and a service based company, which is very different from Paw Pets, a product based company. I started Butter with my mom and we support artisan cheesemakers, winemakers and all others in the delicious world of flavors and food consumption. We also throw California's Artisan Cheese Festival every year in March, which if you have not attended, is the best 4 days of food, wine, cooking and food education (especially cheese) in the country. My mom is also the publicist for Paw Pets. The reason I am writing about Butter is because it can be very difficult to separate family and business when you have a family business and/or work with family . Even in emergency situations it can be impossible to separate the two and that has serious implications.

After a random and not-too serious accident this weekend I found myself sitting in the ER thinking about my future with my fiance, Ariana, and other family members like my dear aunt Esther (my most loyal reader and unofficial editor, Hi Esther!) and my mom (co-founder of Butter and PR director for Paw Pets). In thinking about my mom, my mind jumped from love and family into realm of businesses. So even when confronted with a serious situation, I connected my mom with our businesses and what this injury might mean to our family because of our business... This was not a life and death situation but I spent 6 hours in the ER so it was serious enough to bring up the things in life that mean the most. During this time I listened to a patient beside me prepare for emergency surgery on his liver. Through his narcotic daze he talked about what would happen to his family if he died, what to do if he fell into a coma, and what his immediate wishes were for the rest of his life or death. And there I was thinking about my mom and my business... whats wrong with me that I can't separate the two or that business would be a part of my thinking at a time like this? A problem, I thought.Even in the hospital listening to what might be the last wishes of a dying man I was unable to separate my thoughts of family and business... something must be wrong, right?

Often I've heard people talk about the importance of separating business and family, or work and pleasure, but I love working with my mom; so I decided to take it upon myself to deal with this problem.

I've come to the conclusion that the answer is no. These things are all interconnected parts of life, why spend the energy trying to separate them rather than create harmony between them? Sure I work with my mom, sure it's a relationship of both love and work (supposedly risky and to be avoided). But I would argue that there is nothing wrong with that and focusing on this issue as a problem in itself will only lead you to one of two inevitable answers: Fix problem by ending business relationship or fix problem by ending family relationship.

Neither of these is actually the goal, I simply identified the wrong problem. Rather, the goal is to make both work in harmony and therefore, our problem is how do you work harmoniously with those we love, not how do you separate family or loved ones from business?

Ultimately the world would be a better place if we could call those we worked with, probably those with whom we spend most of our time, loved ones, friends, and family as they are the people we love, trust, care about and value most in our lives. How nice would it be to spend more time with and enjoy business success with those you love instead of strangers connected only by a common business or pay check? After all, pain shared is halved and joy shared is doubled, business or not). Extending your business circle to new friends, new colleagues and new family members, it seems to me, would cause business growth and increase general happiness if done harmoniously.

So how do we learn to work harmoniously with those we love and trust and truly make the most of the opportunity to spend more time and enjoy success with them? I don't know the answer to that question but suggest beginning with the art of positive manipulation and dealing with each person in a special and individual way. However, there is a more important point here. It is one of the most important points I've learned in business school:

Take the time to identify the REAL problem, the heart of the issue, the ROOT, the past that has led you to your current anger, frustration (or happiness) before you try to solve or understand it! Otherwise you are just cutting away the surface of a weed, which will surely grow back bigger and stronger from the roots you left behind. It may feel good to yell or cry or be angry about a situation but it's likely you are just pulling at branches and leaves.

Intro to the Art of Positive Manipulation

ian@getpawpets.com (Paw Pets) — Wed, 16 Sep 2009 16:16:00 +0000

We all want things around us that make us feel good or special, even if they are bad for us... But if things that make us feel good or special are good for us then we are likely to make them a consistent part of our lives, share them with others, and advocate them in other ways.

There are fewer examples of the things that make us feel good and are good for us than there are things like an ice cream sundae that are soooo good and yet soooo bad. Thus, when we find these rare "good and good" treasures, we love them! But even the good and good must be taken in the correct dosage or we tire of them or tend to take them for granted.

Am I just stating the obvious here? Maybe. But what I want to point out is that YOU can be the good and good thing for your loved ones, your friends, your customers, your clients, and even your enemies. Knowing how to do this is what I like to call The Art of Positive Manipulation.

The Art of Positive Manipulation is consciously making people happy, feel special, or feel good about themselves when you are around. If you can do this then they will want you around, will seek your business or service at the first possible opportunity, will tell others about you and your company or product and will seek to do things that make you feel good, like large orders.

There are lots of ways to use this technique and you must adapt and personalize this approach for yourself in order for it to be truly genuine and work properly. I am only going to get into the first step in this blog but will be writing more about it in the future, so stay tuned or please ask questions.

The first step is MEETING SOMEONE:

1) Names are important. If you can't remember names skip ahead and if not, it's time to come up with a way to help such as saying the name back to them, writing it down as soon as they walk away or make some kind of immediate associatio. People love it when you remember their names and although they won't blame you for forgetting, in most cases you definitely will get points for remembering. Also, you can't exactly call them on the phone or send them a letter without a name so you are limiting your avenues of connection.

2) What's more important is how observant you are of their body language, their dress, their attitude, and all of the intricacies that make them who they are at a glance. If they are really well dressed, in the first 10 seconds of meeting them you can make or destroy their day with a simple comment (girls: shoes, toe nail color...), (boys: general comment about look or newish item... sunglasses?). Try to find something unconventional (do not comment on a girls eye's or smile but rather her hair, shoes or belt). Take note: are they in gym clothes, look tired, etc. and try to think "when this person got dressed, which part of their outfit was the most important?" or if they look disheveled or sleepy think about what you can say to make them feel better since everyone else is going to ask "Oh, you look tired, you OK?". Instead, find something to say that ignores or counteracts or something nice that doesn't relate to this problem rather to the person overall. Remember, think about what you are about to say, how to say it and what effect it will have on the person you are saying it to; you are also about to make a first impression.

3) Picking your statement. If you are in their store or at their company then this should be very easy to find an unusual but important thing to make them feel good. Most offices, businesses or even meeting places really say a lot about a person so be conscious of this choice and conscious that everything that has led the two of you or the group of you together are choices. Think about how you can use these choices and the information you now have to begin being good and good for this person or group. See "using the dating game in business", a previous blog for hints on how to use silence as a method of being good and good.

NEVER LIE or you are falling prey to the dark side of manipulation. You've noticed what this person, client, or group is wearing; now, the extras: the hair, the coffee, the toenail polish, a pin, heels or comfortable shoes, glasses or contacts or neither? (if neither, then they are likely quite proud of their vision, if glasses then they chose them very carefully and want to know they look good etc.). The key is to hone in on an aspect or aspects of this person that are clearly important simply based on appearance or what you can take in immediately. Appearance is our first layer and the way we often make our first impression. Let people know their first impression is good, I'm sure you can find something that you like. Find some way to make them feel special or good about themselves. Again, NEVER LIE, just look for the positive and find a brief and genuine way to show you've noticed. Don't harp on it, don't allow time for them to repay the compliment, just say it and make them feel good.

OK, we've scratched the surface. Use these honest compliments to make your clients want to be around you. Next time we'll get a little deeper.

Using the Dating Game in Business

ian@getpawpets.com (Paw Pets) — Tue, 15 Sep 2009 22:56:00 +0000

Happy Friday Everyone!

Wondering what the Shire Partners are and why this logo is in my blog? The Shire Partners is my S Corporation and it's differentiated from the toys we make (Paw Pets) because we intend to make many different products and it also helps avoid liability issues. I'm happy to answer any questions you have regarding starting a company but this blog will be focused on how you can use your social skills or the "dating game" in business.

A study once showed that those who say the least at a party are considered by the vast majority of people in attendance to be the most "interesting". So what is it about silence that adds intrigue? How can this intrigue be turned into desire or value? And most importantly, how can you use this seemingly backwards logic of saying nothing to actually promote your business?

1) The first lesson, before listening, is to be at the party. If you don't go then you have no chance at all of meeting anyone. This is true in business as well: go to the stores, make a polite call to introduce yourself and your product but don't launch into your whole sales pitch unless asked (just what they need to know for you to send more info or open the door for discussion) and be as brief as possible; they will ask for more information if they want it and you can happily send it over for them to review at their convenience. But just get to the party and start listening.

2) Now that you are at the party, the next step is to display quiet confidence: if you are confident in yourself and your product then you won't have to push anything on anyone, they will come to you. Walk around the store and look at products related and unrelated to your own. Buy something that won't last long like an organic treat (specific to my business), be extra nice and then come back another day to replace the treat and then hint at your actual goal. Be the first to get off of the phone in a sales call; don't keep selling once you've been asked for product info etc. Everyone leads busy lives filled with spam and interruptions so don't be a part of that, be part of the solution to it. Also, don't be afraid to ask how someone is doing, really listen, and then move on without talking about yourself.

3) Let others do the talking: the more they say or divulge to you before you open your trap, the more likely it is they will actually want to know about you. Also, when they start asking questions you will already be in a good position because you've listened to what they said, hopefully done a little analysis without letting your eyes dart from place to place, and are ready to answer in a brief but thoughtful way. Them: "We don't really carry pet toys; we are just a pet daycare center with a few little things here and there." This should not seem like a "no", it's an amazing opportunity to a) compliment this person on their daycare or how happy the pets seem and b) offer her a free toy for the pets to play with while they hang out all day. She thinks it's free but you just bought some amazing advertising and possibly a chance to be a part of their expansion into another segment of their business.

5) The element of surprise: This is similar to the last point but has one very important difference. This requires letting the person you are talking or selling to speak about your product or your specialty and letting them be the expert. When they have clearly finished, briefly support their opinions and then surprise them with a related insight that is supportive or just adds a little. And don't go on and on and repeat yourself just because they respond well to what you are saying (I am working hard on this!)

7) Were you listening? Prove it but don't be obnoxious. Don't repeat what has been said or reiterate their points beyond a simple agreement. You don't want to be seen ass a kiss-ass and your ultimate goal is to make them feel knowledgeable, listened to, and above all "special".

My next blog will be focused on making people feel special and a quick look at the art of positive manipulation.

The Cycle of Inventory and Sales

ian@getpawpets.com (Paw Pets) — Mon, 14 Sep 2009 22:38:00 +0000

I started today at a funeral, later heard that my sister in law-to be was almost hit by a drunk driver (so close she was spattered by motor oil before the car took flight and flipped over!), and then I drove through Napa where the smells of harvest fill the air in a fermenting cloud of pungent odors and memories of seasons past. Such clear cycles, obvious patterns and what symmetry: life and death, dormancy and re-birth, day and night...

It has always struck me that everything in Napa is so symmetrical, everything in a row, straight down the line, seasons always bringing the same celebrations of planting and harvest... a perfect cycle. It would be nice if more things in life were this straight forward or at least this symmetrical and semi-predictable, wouldn't it? Who knows, maybe we would all just get bored if things were...

But business is very much this way and many of us just aren't paying close enough attention.

If you look closely you'll see that business is part of this cycle and symmetry and the better you can predict what's coming next and REALLY listen to what the seasons (or customers) are telling you, the more profitable your company will be in the seasons to come.

It was about two weeks ago that the Paw Pet Babies arrived, brand new and basically untested on the market. But I was confident they would sell because I listened to my customers, looked at their spending habits, asked stores, asked friends, dogs (no, no I didn't ask dogs but I did test the new toys with countless pups). I asked and I got answers and I qualified and quantified and I predicted and now we are sold out and ordering more.

A grape farmer can only look to past seasons to try to predict rainfall or heat in any given year, keep his fingers crossed that some movie or fad like Sideways doesn't kill an entire varietal once it has grown and do his best given Mother Nature's turbulent moods. But most industries only require the second half of this guessing game... we don't require Mother Nature's kindness, just some educated predictions and actions.

We are preparing for a change in the weather; a change in consumer behavior that in my opinion is going to eliminate many brands and leave a few with great power (this is also widely hypothesized by other leaders I have spoken to and professors at Saint Mary's College of CA). We have begun work on the 8th Paw Pet, I'm not telling the animal or name but if you guess it, you get a free one, and we are making big changes to our successful line of Paw Pets because we are looking at the past (briefly), looking at what's happening NOW (at length), and seeing an equation that requires altering something that is not broken. Just because it isn't broken doesn't mean you can't improve it.

We don't have to hold a finger to the sky and guess what Mother Nature has in store so why is it that we so often just go with our unchecked gut instinct? Why do we just follow what others have done in the past or seasons past when we can so easily figure out what is coming next and bring our rain coats or bathing suits?

My guess is laziness and too much unchecked faith in our "common sense"... what's yours?

Following up on Sales Trips

ian@getpawpets.com (Paw Pets) — Fri, 11 Sep 2009 18:39:00 +0000

A question that I often ask myself is: "When do I call and check in on a new account?" or more generally "When do I check in on an account in general?" Every market is different and it is always important to realize what sector of the market you are working with and what the special needs of that market or segment are.

As I sell only to boutiques, which often have one very busy owner and a small but knowledgeable staff, I realize that checking in can be a total annoyance and can even bog them down as they add "call Ian back" to the endless list of things that a business owner must do. Nonetheless, it is VERY important that they feel you care and that you check in to make sure that if you can find a way to assist them if sales are slow or make sure they are re-stocked asap if sales are going well (Oh, how I love these calls when things are going well!).

It's not so much that I intend to answer the question as to when to call, but rather that I propose an ideology: Pay close attention to each individual store, or each individual category of stores, and respond to them as it fits their needs. Don't call because of any reason that starts with "I" or "I want" or "I need" but rather call for reasons that start with "They" "He or She wants" etc. and when you fill in the blanks at the end of that statement, you have opened the door to understanding how to focus your energy in a way that benefits your customers.

I will give more specific details on how to make each store or category of stores feel special and how and when to make these calls. But for now, I'll leave you with the thought that it's about them, not about you.

I

Planning Successful Sales Adventures

ian@getpawpets.com (Paw Pets) — Thu, 10 Sep 2009 15:31:00 +0000

It took me a while to learn the rules of being a good salesman and after a very successful sales trip today, I'd like to share a few of these rules with you.

Visits from sales reps are not always the most welcome part of a boutique or store owner's day. That is why it is SO important to call ahead, be respectful and do your best to briefly develop some sort of preliminary relationship. You arrive and think: "Ok, what am I doing in this store? Why do they need my toys? Am I in the way of their customers? Are there better stores near here that won't carry my toys because I sold here first?" Be calm as these questions swirl around in your head, questions for which you should already know the answers, and be open to possible changes and additions to what you know about the stores and area.

If this whirlwind of questions is not enough, the moment you greet the store owner or buyer you will be bombarded with their questions and even unsolicited advice: "Is this really good for dogs? This is clearly a quality toy, but is it selling well in similar demographics? What do you mean you use this for training? How? Wait, hold on, I need to talk to this customer. Now, what's this about training? Why don't you have a sales rep? Let me give you some advice..."

Keep your head on straight, be patient and LISTEN. As long as you do these things and respond slowly, with confidence in yourself and your product and are sure not to become defensive, you'll do just fine. Don't ever feel like you are being attacked. These are just questions, for which you surely have intelligent answers and if you don't, it's OK, don't lie, just be calm, honest and confident that even though you don't know everything, you know enough to close this sale. Just answer the questions the best you can with confidence and know that whatever they ask, in the end, you are selling a great product and that there is no one thing that is right for everyone!

I used these techniques and I sold to exactly the stores I wanted to and developed relationships that will surely lead to re-orders and/or invaluable information about the product.

check out my new stores!

Paving the Way to Sales

ian@getpawpets.com (Paw Pets) — Wed, 09 Sep 2009 14:35:00 +0000

Good day to you, my valued readers.

I started Paw Pets almost a year ago and am now in over 50 boutiques and working with 9 seasoned sales reps. The journey is far from over, I know far more today than I did one year ago, and I am excited about what I will learn in the coming years. You often hear people make the comment: "If only I had known then what I know now". Now, more than ever, I hear that statement echo in my head. For this reason, I hope that you will be able to learn from this blog and share with others the things that I have had to learn the hard way.

Today I leave for a sales trip to Petaluma, CA. I'm especially excited because I started donating my time, marketing and graphic design abilities to the Boys and Girls Club of Petaluma/Marin/Sanoma counties and when I show up for my sales appointments, I will not be a stranger. Rather, I am an active part of the community and have negotiated a deal to add the logos of the stores that carry my toys to the mailers that I design. Mailers that reach thousands of people all over the bay area. My activity in the community and the value that is added with the free advertising for participating boutiques will provide me with an edge that I may not need but will certainly help to define who I am and give stores an extra reason to carry Paw Pets. These extras make all the difference in the world so remember to take a look at the area to which you intend to sell and think to yourself: "What can I do to pave my way to a sale ahead of time and add value for those who carry my products?"

Also, I am VERY happy to announce the first cat video on the Paw Pets video page, check it out!
Until Tomorrow,
I