From the Desk of John Kumpunen

What’s the Wal-Mart Secret?

They are a hugely successful company. The biggest company in sales in the world (Forbes says they passed Exxon). What gives?

A good portion of their success may come from the ruthless buying they do. When you get a chance to sell to Wal-Mart, not only will you set up the display, pay for it, provide the goods to sell, promote it, and if there are any unsolds, you have them picked up at your expense from Wal-Mart. It’s all up to you buddy — they just provide the people.

What about the Wal-Mart people? Is that their secret — Wal-Mart didn’t get rich ($348.65 Billion) by selling to millionaires. No Gucci, Mercedes, Lexus, Armani there. Why? It’s tough to sell to millionaires. Millionaires are smart. Millionaires are also very tight with their money.

No, Wal-Mart sells to the regular guy. With a family and little or no money management skills. The value-hunter. Impulsive buying. With kids that have trained buying impulses (Anything above a dollar burn a hole in my 9-year olds pocket — we put her through the Harv Eker money management thinking and she is now spending only her “fun” money).

The Wal-Mart lesson is that when you think of the internet market, think of 2 billion people out there who are ready with $2 in their hand. Don’t go after the millionaires; they’re tough. Sell to the regular guys with families.

It ain’t pretty. Out of 6.6 billion people, 4 billion make less than $2 a day.

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