A New Strategy

As anyone who has visited Twin Rocks Trading Post knows, Barry and I are constantly searching for a better business model. Living in one of the most isolated regions of the United States, in one of the most economically depressed counties in the land presents unusual challenges. We are, therefore, always on the lookout for a new strategy to manage the unusual demands.

Considering how successful New Mexico’s drive-through liquor stores have been, we recently researched the possibility of doing something similar with Southwest art, which as we know can also be intoxicating. After contacting a few paving companies to see if they could lay a strip of asphalt through our showroom and surveying our current customers we decided this particular idea is likely not feasible. Aside from the issue of people speeding through the display area, we feared selling turquoise, silver jewelry, Navajo rugs and baskets while cars idled would leave us exhausted.

In an effort to solve this business puzzle that has bedeviled us almost 25 years, every workday morning I fire up the computer and read the financial news. The other day while checking various sources, I spied an intriguing article entitled, “Rude sales people can boost luxury sales.”

The essay noted that Southern Methodist University had recently concluded a study finding that consumers experience an increased desire to buy luxury goods after being treated rudely. Indeed, the research indicated more rude the salespeople, the higher the customer’s desire to buy posh items.

Now, Momma Rose did not raise her children to treat people badly, and she would certainly be angry if she knew Barry and I were being unkind to our patrons. This is, however, business. With that in mind, I sat down with Barry, Priscilla and Danny to discuss my findings and lay out a plan of action, including short-term and long-term goals. Priscilla and Danny were not convinced the project had merit, but Barry was immediately “on board.”

Steve and Barry trolling for dissension.

In fact, Barry suggested we not only mistreat our visitors, but that we stop bathing, brushing our teeth, shaving and wearing deodorant. He figured that in addition to increased sales, we could save at least five bucks a week in toothpaste, razor blades and soap. While Priscilla was still holding out, after a time Danny seemed ready to sign on to the program. He reckoned he could also save on the water bill. As a young dad with one child on the carpet and another in the oven, any savings is significant. Barry thought this new personal grooming program might also be an effective means of birth control for Danny.

So, the next time you come to Twin Rocks and are disregarded, neglected or mistreated, please know it’s not personal, it’s just business.

With stuck up regards,
Steve and the team; Barry, Priscilla and Danny.