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Hey there and welcome to today’s episode of the big business to Retail podcast. I hope you have had a fantastic Christmas with your family and your friends. You’ve got everything that you wanted and the days were enjoyable and relaxing and full of love. 

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Here in Australia it is the. 

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The cicadas are very, very noisy, and as you listen to these I will be on the beach on the South Coast of NSW, enjoying the sun, the quiet and taking a very well deserved break. Just like my team. Yep, we’re taking the. 

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Couple of weeks off over summer while summer here in Australia to rest, recharge and make 2024 the fantastic year that I am planning it on being I’m calling it my Phoenix year. 

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Hey there, if this is the first episode that you have listened to, thank you so much for choosing to let me in to your ears and share with you some of the fantastic. 

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Things that our. 

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Retail and e-commerce store owners inside of our programs have done. And when I first heard this story inside of one of. 

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Our 5X framework. 

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I knew that. 

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I had to. 

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Share it. 

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And I have to say is 1. 

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Of those people. 

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Who just takes all the information and puts it into action and this is what happens when you do. 

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Now, before we jump into today’s episode, I just wanted to say I recorded a free master class. For those of you who are wanting to scale your business in 2024 and in this master class, I will show you how to triple the value of your business without burning yourself out. Now, it doesn’t matter whether you are looking to grow your business. 

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To stay inside the business as a CEO, or whether you want to grow your business and leave a legacy or you know what, you just know that at some point you’re going to want to cash out of this thing and you want to take a good chunk of money into the bank. 

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Whether you are doing any or all of those things in this master class, I’m going to walk you through four key things that you need to do to be able to do that exactly that how? 

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To grow your. 

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Business without earning. 

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You can grab that master class for free. It will take you around 2025 minutes to listen to or over at selenanight.com/triple. 

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Thatsselenite.com/triple, I’ll make sure I put a link. 

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To it in the show notes. 

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And I hope that that really can help you get 2020 get your ideas planned for 2024 and beyond. Alrighty. Let’s jump into today’s most downloaded episode of 2024, Dion Keen from Little Kinfolk boutiques, $30,000 story. Yes, she had people lining up for two hours. 

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To pay in this amazing sale that she did and she’s going to walk you through everything that she put in place to make sure that that promo got her fantastic result. 

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This one today, I knew that it was at the top of our list because nearly everyone I speak to has listened to this podcast at least once. Some people have listened to it multiple times. Yes, I am talking about the spectacular Deon, some Little Kingdom boutique who walks you through exactly. 

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How she made $30,000 and had people lining up to take the money out for two hours to give her money. You can learn so much from today’s episode, and not just the steps that she took to hit those goals. 

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But also the things that she’s implemented in her business as a result of coming and being part of our. 

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5X framework. 

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And I am so pleased to say that a few months on, after listening to this podcast after recording this podcast, Dion is having cracking months. Girl, if you are listening to this. 

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Love you lots and totally respect. 

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Everything that you are doing for your business. 

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You are going. 

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To go far and you make my heart sing. 

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Alrighty. So with that, if you are looking to scale your business in 2024, remember to check out the show notes. I’ll pop a link to my free master class. It will only be free for a short period of time. I’m just getting it giving it the test before I start charging for it. But if you want to. 

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Listen to that click. 

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Through to the show notes and. 

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I’m going to go. Let’s go with Celina. Night. 

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Com forward slash triple. 

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I will make sure that that link works by the time this episode goes live so selenanight.com/triple you can grab that free master class while it is up. It’ll take you 20, maybe 2324 minutes for you to listen to the whole thing even quicker if you make it faster and you. 

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Can put those start you know, start planning to put those things in place in your business for 2024 because as you know, I am calling 2024 the Phoenix year where we all rise up and have spectacular success. 

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Internet.com/triple and let’s jump in to this one from the archives. Just a few months ago. How to have customers lining up to buy? This is Dean King’s $30,000 in a weekend story already have a very, very happy and safe. 

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You guys, I can’t wait to see. 

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Everything that 2020. 

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Four brings alrighty catch you next time. 

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Hey there and welcome to the bringing business to retail podcast. If you’re looking to get more sales, more customers, master your marketing and ultimately take control of your retail or e-commerce business, then you’re in the right place. I’m Celina knight. 

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A retail growth strategist and multi award-winning store. 

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Owner whose superpower? 

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Is uncovering exactly what your business requires. 

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To move to the next level, I’ll provide you with the strategies, the tools and the insight you need to scale your store. All you need to do is take action ready to get started. 

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Hey there, Diane. Welcome to the bringing business to retail podcast. I am so excited to have you here because you are one of those people who, let’s be honest, completely validate me because you do what? 

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I do and. 

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You get great results, so anyone who does that is always going to be one of my favourites, but welcome to. 

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The show and I am. 

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I’m so excited for you to be able to tell everyone how you created more than $30,000 in revenue in one weekend, so. 

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Tell us a little bit about what? What do you do? What what is? 

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Lincoln folk and. 

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Who is Deon? Yeah. Well, thank you so much for having me on the podcast. This is my first note second podcast I’ve ever done, so I am happy to be here. Little Kinfolk is a baby to big kid boutique in the heart of the prairies. 

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In Saskatchewan, Canada. So we’re like kind of smack dab in. 

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The middle and we outfit little babies in clothing from preemie sizes all the way up to a size about 810, so for those. 

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Kids right before they kind of hit those extra small sizes for the men and women, and that’s what we do. And how did you end up being kids land? As I like to call it is it’s a really it’s a really difficult niche. It is highly competitive. There is so much saturation and so much really cheap crap. 

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Out there which I. 

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Know is not what you have. 

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OK. 

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But how did you decide that this was the niche that. 

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You were going to go into. 

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Well, I have two kids myself, one who’s eight and one who’s 2. And when I was pregnant with my now 8 year old, we couldn’t really find the things that we wanted for him in our city and where we live, there’s like 250,000 people. And so we were traveling over 8 hours away to go to baby boutiques. 

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Find the items. 

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That we’ve. Yes, crazy. Hey and ordering online. 

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And sweep the time. I didn’t. 

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Really think much of it, but I went to a couple of boutiques. It was just like, Oh my gosh, it’s so beautiful. And here, like, I could talk about baby stuff all day long. Like I just love it. And I love talking about birth and pregnancy and all that goes into that Fast forward six years later, we have our I’m pregnant with my second boy. 

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And nothing had changed. I was still only able to find the things that I was after really online and wasn’t impressed with what our local boutiques had and. 

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We have about. 

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Three other stores here in our. 

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City so for the amount. 

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Of people who live in our city, that is. 

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Quite a few stores, but I. 

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Still was disappointed with the quality that was out there. The variety that they had, it really played a lot towards girls and I have two boys, so that made shopping. 

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Even more difficult, so instead of complaining about it, I decided to quit my very secure job. My high paying job, and to open my own baby store. And people listening are going. I think that’s my story. OK, definitely before we get into your 30,000. 

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What was the conversation with? 

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Your partner like about that? 

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Because and and can you give us? Are you, are you happy to share? Maybe some information about like, what did you start out with? Did you like how much money did you start out with? Did you take a loan like how much was on the line here? So we. 

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Invested in our business personally out of our own. 

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Market $50,000 and then we have a loan for $150,000 through family member. So it is an actual loan that we have to pay back with interest. 

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And all they, all the kit and kaboodle. But we don’t owe the bank anything. So we decided to do it within the parameters of our family. And then what we wanted to contribute. So when it comes to the success of the business, not that this family member has their hand in the pot and is controlling anything at all. But there is that relationship. 

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The line that this money has to be paid back and this business has to be successful. 

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There’s no way around it. I have to figure this out. I have to make money. I have to give this loan back. When it came down to having this sale or even like this accessible business, these conversations with my husband were. He’s a good cheerleader, but he also. 

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Wants to know what’s going on and what’s up. 

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And mine is the. 

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What is it? 

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Opposite money is the cheerleader and. 

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Just like you’re smart. You’re way you got this. 

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That is not my husband, you know I love him. He is a great supporter, but he’s also like, what’s the plan, baby? 

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And but do you do you? 

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Normally have a plan. 

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Yeah, but that doesn’t mean. 

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That it’s gonna. 

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Work that’s, you know, from a lot of people who have joined your course. We can right like when you. 

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Think ohh the. 

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60% off sale or? Ohh we’ll run whatever type of. 

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A discount just cause you run it doesn’t. 

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Mean it’s gonna. 

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Work. We’ll talk about more that more. 

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About that in a moment. 

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How many years have you been in business? 

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Maybe you should say how many days have I been in business? 

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I don’t, I don’t know the answer to this, so this is so whatever your answer is, is as much a surprise to me as it is to everybody else listening. 

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We launched. 

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Ohh boy so. 

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We launched online November 1st of 2020. 

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One, while we were under construction here, we’re in a / 100 year old building, so we were getting our space all done and we opened our physical doors here at the end of February 2022. So we just celebrated a year at the end of February. 

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Wow. So tell me when you came into this because this is something I find quite fascinating, but because you had. 

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This loan, and it had the proper loan. 

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Doesn’t know where it came from. The fact is, it’s. 

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A loan you have to. 

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Pay it back. You have obligations. 

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Did that change your mindset right from the beginning, like so many people go into business and say ohh, you know, businesses don’t make money for the first two years or three years or five some arbitrary number years and businesses really should be making money like as soon as possible. And you kind of mentioned this just before but. 

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How did you come into the business like was it? We’ve got to be profitable from day one. 

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Pretty much like the eye doctor then that I would take. 

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A wage day one. 

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So there was none of this. 

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I’m not going to be paid. 

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My husband actually works for like, a missionary. 

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Organization. So like there was no there was taking a hit from going to my old job down to this job, but there was no. 

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I don’t know. 

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How people do that, how they open a business and you hear people say they didn’t take a paycheck for the first two or three years and that blows my mind. I’m like, I’m factoring that into my. 

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Basic costs and right off the hop, it’s having somebody come in and work for a little bit. 

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And me full time pay. 

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And I mean, it’s not glamorous pay when you’re getting started. But yeah, I knew right from the beginning, we had to make money and start making money quickly and I had no idea how I was going to do that. I was just you and I joked like, I’m just nice and you’re. 

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Like all the nice. 

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People, sometimes you can get ourselves into the trouble. 

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Was so nice, and I’m gonna. I’m Canadian, so I’m gonna say sorry 100 times. Yeah. While you’re in my store. 

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I went at it with Wild abandoned, but truthfully didn’t know what I was doing. As I spoke to your team when I was joining scarier store like I’m a go getter, but I was going and getting in nine different directions and so I definitely needed some help. 

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So how does how how has? 

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That affected like cause. 

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Where you’re at now. 

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Seems very different just from a few weeks ago. 

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I’ll be honest from the conversations we’ve had. 

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Over those first 12 months. 

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How has that having to do all the things affected? Do you think your business but also your like yourself and? 

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Your family life because. 

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This is the biggest thing that people come to us with is I’m doing all of the things. I’m tired. I’m overwhelmed. I’m burnt out. I have no bandwidth to take anything. 

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OK. 

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Yeah, it’s definitely a hard place to be. I remember doing my call with one of your team partners with joining Scary Store and it was like 4 minutes in. And truthfully, I like broke down and started crying because I was so stressed out. 

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And she was just, like, so comforting. And she was like, I know, like, I could just hear in your heart like you’re doing everything and you’re so tired. And your mother and your. 

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Wife and you’re like juggling all of these balls. 

00:15:20 

So it definitely is exhausting. It’s taxing on your family. It’s taxing on your mental health. But that being said, it is also scary to like, take the next step and bring somebody on as you and I. 

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Have chatted about. 

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But that’s a scary step, but we’ll also provide me with far more freedom in order to like. 

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Work on my business and not be in my business every single day and so just with that and the knowledge. 

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That I’ve gotten over the. 

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For many weeks I’ve been in this now. 

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Wait, wait, wait, wait, wait. Yeah, yeah, you’re outside. You’re in your five. You’re you’re in our 5X framework progress, which is scale your store, plus that additional coaching mentorship or the the the road map, I know. 

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I’ll just say. 

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Yeah, I think 8 weeks. 

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We won’t talk about. 

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The road maps and your plans to deviate from the road map. 

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It’s not uncommon for you to be like, stay on track. Deon. I’m like I’m good at that. You’re like. 

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Then we don’t need to. 

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Focus on that if you’re. 

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Good at it. I’m like, right, but. 

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It’s easier than what I. 

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Have to do. 

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It’s easier, but I mean, don’t open your own business if you’re looking for easy, that’s for sure. Easy as where you’re staying and collecting the paycheck, and you don’t need to think and be creative or anything like that. What were they like? What were you experiencing and doing all of the things like, what were you experiencing? 

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Prior to 8 weeks ago. 

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I thought the business sleeplessness. Ohh. 

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This looks like. 

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Ohh definitely see business. 

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Like anxiety attacks, wondering like. 

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How am I? 

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Going to pay back this money, how am I going to make money? And also when I decided to join the 5X? 

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Framework Group with Scary Store was in notoriously the worst time of the year to be in retail, which is January, February. So it was like low and then I felt low like you come off of Christmas, you know on this big high. And then I was like. 

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Well, where did all? 

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The people go. 

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This is your first Christmas, right? This is an experience Christmas, right? So people warned me. But when you’re living in it every day. 

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So you had. 

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My 3 instead before. 

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It’s a very depressed state to be in, in my opinion. So you’re trying to do everything that you can possibly do, but people aren’t shopping because they’re also just come off of Christmas. Their houses are. 

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They’re with stuff, and then they’re getting all of those bills from Christmas. Yeah. So unless it’s a necessity, buy and, you know, shopping at a boutique. There’s not a lot of things that are driving necessity. It is a slow time of year. And so it was a really tough time and. 

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I’m friends with a lot of other business owners who are not in B tiques or in retail. They have restaurants and coffee shops and stuff like that and they were very encouraging and just. 

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You know, rooting for me. 

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And telling me to hang in there but. 

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It was a really tough place to be. Plus you’re juggling everything on the storefront side and you feel like you’re doing everything that you could possibly do to pay the bills, but that was a really hard place. 

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To be at that time. 

00:18:32 

OK. 

00:18:34 

I really want to dig into you doing everything you possibly could to pay. 

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The bills. 

00:18:40 

What did that look like? Because what you’re saying? 

00:18:44 

Is probably what every other person here is feeling and thinking, or if they’re not doing it right now, they felt that way. Maybe in January, maybe in some other month. Winter here is. Yeah, June, July. So for us, that tends to be pretty quiet depending on which which niche in of course. 

00:19:01 

Because now you just made $32,000 in a weekend, so realistically you hadn’t tried everything. But what did you think? Was everything that you tried at the time? Because we were new. Here’s the dazzling part of. 

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Being new is. 

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We were selling out of things in. 

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Hours when we were new, so we posted something and. 

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It would be. 

00:19:24 

Gone. And because we were the new shiny thing in town. 

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It it was really. 

00:19:31 

Easy to become accustomed to that. So then when you are just posting on Instagram or you’re posting on Facebook. 

00:19:38 

And it’s crickets. 

00:19:41 

That emotionally also doesn’t feel good, doesn’t feel good for your bank account, doesn’t feel good emotionally when you’re not seeing any traction there. I had actually worked with marketing business here in our city who also does radio ads, talk about lighting. 

00:20:00 

Honey on fire. 

00:20:03 

They’re the nicest. 

00:20:04 

People, but I won’t be doing that again. 

00:20:05 

They’re nice. They’re so nice. So nice. I feel like there needs to be. 

00:20:10 

A trigger warning for every if you. 

00:20:12 

Ever say the words? 

00:20:13 

Sure, he says. He’s so nice, I think it. 

00:20:16 

Should say nice. 

00:20:20 

I need to make. 

00:20:21 

Money off it. 

00:20:23 

But this is the thing that’s so easy. Like I’m I’m not immune to this. Trust me, I’m not immune to this at all. But it is so easy to. 

00:20:23 

That’s right. 

00:20:31 

Be attached to the person rather than the outcome, and you’re like, but they are so nice and we see this. We see this a lot inside of supercharge actually. Where what got you here won’t get you there. And the person who was perfect for your business, maybe they were the all rounder and they they had jumped in and did everything. Got you here. But now you’re like what? I need an e-mail marketer. 

00:20:52 

I need a store manager that’s that comes with experience or I need someone who knows Google and Facebook ads and all of a sudden you’re. 

00:20:59 

Like Ohh, I’m kind of at. 

00:21:00 

This tipping point, which is. 

00:21:03 

Uncomfortable. And I’m going to have to be separate. I’m going to have to manage people. I’m going to have to keep your eyes in place. They put. 

00:21:05 

That’s nice. 

00:21:10 

Goals in place. 

00:21:11 

Like all these things and a lot of people just don’t want to go there, they’re just quite happy to just stay. And this is where so many people get stuck where they just stay in comfort. It’s like this is just a job I’ll turn up. I’ll get paid. 

00:21:23 

I got my helpers like I go on holidays and I shop the shop, whatever that looks like. And yeah, if that’s what you want, that’s OK but some. 

00:21:32 

Of us will more than that. 

00:21:34 

Yeah, absolutely. And. 

00:21:36 

I’m the type of person. I can’t just stay. 

00:21:39 

Stagnant. I have to be growing and challenging myself. So yeah, they were very nice people and they even ran a bunch of Instagram and Facebook ads for us. And here’s the hilarious thing is. 

00:21:54 

I can’t remember the amount of money I gave them and. 

00:21:57 

I didn’t see. 

00:21:59 

In three months of single sale come from that not one. 

00:22:04 

So we don’t, we’re discouraging. 

00:22:06 

I’m like, I didn’t even. 

00:22:07 

Get my money back, but wait. 

00:22:09 

OK, so here’s the question. 

00:22:12 

Yeah. You and I have. We’ve been working together then two. 

00:22:15 

Weeks in, I would. 

00:22:16 

Have said to. 

00:22:17 

You OK? So what’s the KPI like? What are they? What? What data are they giving you? Like, what’s the metrics that they’re telling you? Did you manage them at all, or were you just sitting back going? I’ve got my reports. They’ve got all these excuses. 

00:22:31 

Tell me I have to wait. Like I’ve been there. I know these agencies. They’re like it takes us six weeks to get everything sorted out and to understand the market and. 

00:22:39 

Body body ********. 

00:22:40 

********. And then while you’re going and. 

00:22:43 

That’s like another 50. 

00:22:44 

$1000 and nothing’s coming back in. 

00:22:47 

You know, I you don’t know what you don’t know when. 

00:22:50 

You’re in it, so I’m like, OK. 

00:22:51 

I’m seeing these. 

00:22:51 

Reports and then the. 

00:22:53 

Click through rates and how many people are going to. 

00:22:55 

Our website also something that I’m doing right now is. 

00:22:59 

Updating our website. My theory was if they’re coming to the website but they’re not making sales and I liked feedback from people. I’m like what is our website experience? 

00:23:08 

Right. 

00:23:10 

So instead of me throwing more money at this type of marketing, I’m going to upgrade my website through a professional person, not dialing the non website designer to include upselling and bundling and all of that good stuff persus. 

00:23:30 

You know wasting. I can’t even again. I can’t even think of the amount of money it was, but that they had spent just driving people to a website. So I tried to deduce, like, really where the problem was. Like, was it my website? Was it them? 

00:23:45 

Ultimately at the end. 

00:23:46 

Of the day, it wasn’t a positive experience as opposed to. 

00:23:50 

What we’re doing now, OK, so let’s talk about that. You’ve come off the back of a very negative experience working with someone who’s going to help you grow your business. I don’t even know the answer to this. Did you get our nine ways to move stock? How? 

00:24:03 

Did you end? 

00:24:03 

Up in our funnel. 

00:24:07 

We were meant to. 

00:24:07 

Be together. 

00:24:10 

Across the oceans. 

00:24:11 

You and I. 

00:24:12 

Destined to be friends. 

00:24:14 

I think it was through Instagram. 

00:24:18 

An Instagram ad ads or Facebook ad I’ll say Instagram because I’m not on Facebook very much and I was like 9 race, no stock like hello. I’m desperate. You’re gonna tell me 9 three ways to move. Stop. Yes, I think I watched that video. 

00:24:37 

Six times. Pause. Back it up. Write down more notes. Brainstorm the ideas. Write down more notes. And then I think you sent me a follow up e-mail. 

00:24:46 

Asking if I wanted to do. 

00:24:49 

A free call. 

00:24:51 

To talk to somebody and I believe I chatted with Elizabeth. Yeah. Yeah. She’s when I cried to bless her. She, like I did not answer about this. 

00:24:56 

OK. Yes. 

00:25:03 

It happens a lot, don’t you worry. 

00:25:05 

Ohh that makes me feel so much better. I was like older together holding together I couldn’t. 

00:25:09 

You know what happens? No, no, no. It’s because. 

00:25:11 

Hold it together. 

00:25:13 

Someone is listening to you. 

00:25:16 

And you are now. 

00:25:17 

In a position of having someone who is not judging you and you can let all. 

00:25:21 

This stuff out. 

00:25:23 

And we’re going to give you a couple of things that you can before you got on the call to Elizabeth, you must have spoken to somebody else because you have spoken to someone on our sales team. 

00:25:32 

Maybe you cried there too. I don’t know in which case, totally. OK. Held it together together by Paul. But that’s the whole point is we like we listen and we’re like, OK, so here are the big problems. 

00:25:33 

Yes. No. 

00:25:44 

If you could fix them. 

00:25:45 

Thing like here’s. 

00:25:46 

A sales tip guy, this is sales training 101. Here are your problems. If we can fix them, will you buy the thing? Yeah. What will? 

00:25:55 

You do, you’ll. 

00:25:56 

Do your thing. Great. Great. Yeah. Buy it like. 

00:25:59 

On the counter and so definitely. 

00:26:02 

It’s I mean that that’s our sales. 

00:26:04 

Funnel like I I. 

00:26:05 

And don’t try. 

00:26:06 

And hide it. It’s you buy the low ticket thing, we give you a free call call. We’ll give you advice if you want to work with us. Great. If you don’t like all the love in the world, we hope that. 

00:26:09 

OK. 

00:26:16 

It’s helped and then some people move on to the program now. If I remember rightly, you took the nine ways to move stock and you made about $5000, something like that. Let’s start there because we’re gonna moving into the conversation. Everybody’s listening in. How the heck did she make? 

00:26:17 

That’s right. 

00:26:32 

30 grand in a weekend. 

00:26:36 

Sure, the little lady. 

00:26:38 

So from that 9. 

00:26:39 

Way smooth stock I was like. 

00:26:42 

OK, I’m gonna do a buy 2, get an additional one. So see, I will start with that and let’s just see what happens. And in that weekend, I think it’s actually just over one day on a Saturday, I was like $5000. 

00:27:00 

That day and. 

00:27:01 

Only in store because I was like. 

00:27:01 

I just. I got goosebumps. I thought this, but I even know this story. 

00:27:09 

Yeah, it was wild. It was crazy. And we had people. 

00:27:13 

With sweeps on our counter like going back so more people who came in and then their husbands were annoyed that they were shopping, so they took their husbands home and they came back and bought more things. No, that was our. That was. Yes. Yeah, our $1000. 

00:27:24 

Is this the squishy 1? 

00:27:27 

OK, so this was buy 2, get the third free $5000 and then. 

00:27:34 

And then after that I was like, OK and then 90s new stock you talked about like bundling, but I wasn’t. 

00:27:41 

I was like, I came up with a different idea and talked to Elizabeth and I was like in my idea, I want to make pajamas. I got too many pairs of pajamas. You need to get the. 

00:27:50 

Heck out of. 

00:27:51 

My store, so I went to our local Costco and they have squish mellows there and you can get eight of them for. 

00:28:00 

$24.00 or $22.00 it is a low price and so we bought. 

00:28:06 

I think it was. 

00:28:08 

Five or six cases of squish molds. 

00:28:11 

And we did. A bipolar pajamas. Get a squish, mellow. And so the squish mellow is actually only. 

00:28:18 

Can’t even. 

00:28:19 

Dollars. Dollars. But you’re buying a $50 pair of pajamas so. 

00:28:24 

And then any that we I think we had a case. 

00:28:27 

Of eight leftovers at the end, so we just returned them back to Costco. 

00:28:31 

And I get. How? 

00:28:31 

Many how much do? How much did we make on that promotion? 

00:28:35 

Uh, not the motion we made. 

00:28:38 

Just short of $2000. 

00:28:40 

OK. So that’s good and. 

00:28:41 

We moved a lot of pairs of. 

00:28:42 

Pajamas. I am just saying to. 

00:28:44 

You. But what about the time it took to go to Costco? 

00:28:47 

I said I ordered online free shipping. 

00:28:50 

Right to my house. I was like, don’t know. Right, Selena, I did go. 

00:28:54 

To cross, I’d be. 

00:28:55 

Like I got it. Well, I was buying my. 

00:28:57 

Family groceries. I’m. 

00:28:58 

Not going out. 

00:28:59 

Of my way, I’m multitasker. 

00:29:00 

On the. 

00:29:01 

So so I thought we doing that $27.00 investment $7000. 

00:29:05 

That’s right. 

00:29:05 

I think most people are happy with that. 

00:29:07 

I think at this point we’ve kind of convinced you come on into. 

00:29:11 

The 5X framework you’re like. 

00:29:12 

If you can make that much money that. 

00:29:13 

Quickly. Come on. 

00:29:15 

In, alright, definitely. 

00:29:17 

How were you feeling when you handed? 

00:29:23 

Over your credit card details. 

00:29:25 

Because it’s thousands of dollars. Yeah. Like, honestly, I think I said to I think it’s Shelly. Shelly. Yeah. It’s like, yeah, she’s so sweet. I think I was like. 

00:29:35 

She said. 

00:29:37 

She is so nice. 

00:29:39 

I think I was like Shelly, I have to put through a credit card payment. So you have to wait. And then she pulled me back like two or three days. 

00:29:47 

Later, like I was. 

00:29:48 

Like I don’t have room on my credit card for this. 

00:29:51 

So you don’t have time to think about it like you’d sort of said yes, but then you’re like now you got 3. 

00:29:51 

That’s something. 

00:29:56 

Days to back out of it. 

00:29:59 

Definitely, but. 

00:30:00 

What made you go? This is the thing. 

00:30:05 

I think because I had proofs from doing that 2 for one buy 2 get another one for free. Talking to Shelly, you’re also the guarantee that’s in it. I mean you have to put in the work but. 

00:30:17 

If you’re putting in the. 

00:30:18 

Work. You will see a result also I. 

00:30:20 

Talked to my husband and he was like. 

00:30:23 

You gotta do it. 

00:30:24 

Like to be honest, I opened a retail store and I didn’t know anything about retail. I never looked in retail like. 

00:30:33 

What is it? That is you came into? Is that gonna pay myself? I gotta pay myself. 

00:30:37 

Right from the beginning, I gotta pay myself, I. 

00:30:39 

Don’t know what I’m doing, I don’t. 

00:30:41 

Know much, but I know I need to save on my paycheck. That’s what I know. And I talked to my husband. I also talked to some of our other friends who I mentioned are in. 

00:30:49 

Business and I. 

00:30:50 

Was like how much money have you ever spent on like a mastermind? 

00:30:53 

Like an educational program and. 

00:30:56 

She’s like, $10,000 one that she went to is $25,000. So she’s like. 

00:31:02 

Is there a good day? 

00:31:04 

Require an investment. 

00:31:07 

And not only that money, but your mind. Your emotions, like all the things. 

00:31:14 

Your time definitely needs to go into it and I feel because the investment like Canadian dollars wise it was. 

00:31:22 

Because we created an American dollar. But. 

00:31:25 

She knows that. 

00:31:26 

From there. 

00:31:29 

That also is part of the buy in like you know that you put that money on the line, there’s no walking away. You have to get the most out of it. I have to make that money back. 

00:31:39 

Because I can’t tell, you know, the person who is. 

00:31:43 

Giving me this loan for the business. My bookkeeper, my accountant, they’re going to be like, so we just continue to go down here. We. 

00:31:51 

Cut that big check. 

00:31:52 

And we just kept rolling down. 

00:31:55 

I like to tell people when I’ve made a decision because it holds me accountable, and then it also has their. 

00:32:02 

Support in it. 

00:32:03 

So then when I tell my husband no, there’s a 5:00 call. I’m on the Celina tonight. He’s on picking up two kids, getting supper, sorta doing all the things that he knows. This is my time to educate myself on my business in order for us to. 

00:32:18 

Succeed make money. 

00:32:20 

They’re the best. Let him live his missionary. Exactly. Exactly. OK, so we’re now some 8 somewhat weeks in. You got your road map. 

00:32:27 

Job that he has. 

00:32:37 

From memory I can’t remember what number two and three were, but number one was you had a crap. 

00:32:38 

You got all that. 

00:32:43 

Ton of old stock. 

00:32:44 

That we needed all year. You’d already done a good job. You already got rid of the pajamas. You already got rid of a whole bunch of other stuff. 

00:32:51 

Yeah, but it was a 60,000. 

00:32:53 

I can’t remember what the number was. 

00:32:56 

Yeah, it was just shy of 60,000. So I had made some. 

00:33:01 

And my sister doing this again, no idea what I’m doing. Don’t forget that. No idea. I made the fatal error, which as soon as you know what it was you asked like, what was the thing on the nine day smooth stock you. 

00:33:17 

Said like this, every piece of clothing or whatever you have in your store is costing you money. Like it’s paying rent to sit there. Yeah. And like, did you make the fatal mistake of? 

00:33:31 

Holding back things for like another season. 

00:33:34 

And I was. 

00:33:34 

Like, keep talking. 

00:33:36 

To me, I did that. I have a. 

00:33:38 

Lot behind this? Yes, just stressing me out. 

00:33:43 

Every time I go back there. 

00:33:45 

Weighing down on me, and so I remember talking to Elizabeth, being like Elizabeth, I have this great idea. We’re going to do a fill a bag and she’s so nice. 

00:33:54 

Oh, you like? 

00:33:56 

Say more words, Dion, so I like, tell her I’m all excited. I’m like and then. 

00:34:00 

I priced it out and miss. 

00:34:01 

This, and she’s like, OK are. 

00:34:03 

You open to other ideas and like. 

00:34:05 

Definitely. That’s the key. You have to be like. 

00:34:08 

I don’t. It’s. You’re in this group. It’s because you don’t know. 

00:34:11 

What you’re doing, you need help. 

00:34:15 

I would never be so bored as to be like, no, my one and only. I think conversation with Elizabeth. 

00:34:22 

She was like you gotta do a warehouse sale. And so we talked it through for about an hour and brainstormed. And she was like, do it off site. So my first task was to find a place to do the sale. 

00:34:35 

And so that’s what Elizabeth and I came up with. And so I got to work and actually right across the street from. 

00:34:39 

Our building is. 

00:34:40 

Another 100 year olds warehouse building where they have rentable spaces, and so we rented a space over there. 

00:34:48 

Happy, Mr. space. 

00:34:49 

Big size. 

00:34:51 

I always tell you in square. 

00:34:52 

Feet. I know I have the tomato. 

00:34:52 

When you’re like, not if they’re not. 

00:34:55 

And I’m like, you’re in Canada, you. 

00:34:56 

Don’t use feet. 

00:34:59 

I use feet I. 

00:35:00 

Don’t know. Maybe our space was. 

00:35:04 

I can’t even think maybe 300 square feet. Imagine, like a really open area where they just provide tables for vendors. OK? And so we took over about. 

00:35:13 

1/3 of it OK. 

00:35:15 

So not. 

00:35:15 

With all of our stuff. 

00:35:16 

Not the hugest. 

00:35:17 

Of space, but still a big space. Alright, so moving into the sale, how far out this guys this? 

00:35:25 

Is the good stuff. 

00:35:26 

She’s gonna tell you all the things she did to have people lining up around the block and waiting 2 hours to. 

00:35:33 

Pay today this is. 

00:35:35 

Freaking. Maybe this is actually, I didn’t think I told you this. This is actually way more than I thought that you were going to get. Like I have no way dictations. But I was like, yeah, you. 

00:35:44 

That’s right. 

00:35:47 

Just nailed it, OK. 

00:35:49 

So you have. So you’ve been given the task go and find the space how many weeks out are we from the sale for four. OK. So give yourself four weeks to get this done. Then what? 

00:36:02 

So we locked down the rental of the space for a whopping $130.00. I was like, I can handle that rent and the reason why we wanted to have it off site is because. 

00:36:13 

We didn’t want it. 

00:36:14 

First of all, now looking back, I’m like, imagine that craziness in my store like that would have just been absurd. Second of all, we didn’t want it to confuse with. I already have a full store of, yeah, stock 2023 spring stock. I don’t want people being like, is this until it’s this? 

00:36:33 

Until none of that. 

00:36:34 

So we decided to put it off. 

00:36:35 

Right. And so my store was open across the street. We were literally just right across the street from each other. So I walked that down. My next steps were to go through. I chatted with you. 

00:36:47 

And you were. 

00:36:48 

Like anything, Dion is over 90 days old. 

00:36:51 

It’s in the sale and I was like. 

00:36:53 

Good Lord. 

00:36:54 

So I had to like. 

00:36:55 

It’s still, it’s gonna be empty. 

00:36:58 

But I’m not like, that’s what you think. It’s such an emotional battle. And it was very. 

00:37:04 

Emotional going through it because like you paid money for it. You know, it’s a beautiful piece. You know, there’s value to it, but it’s just not moving. So it is suffocating you and. 

00:37:17 

For me, it felt like a chokehold, and so I was like, I I have to do this and they would many times where I had, like, a mental battle about it, where I was like. 

00:37:25 

There’s gotta be. 

00:37:26 

Another way I can’t do this. 

00:37:30 

How will it look for my brand to do this? But that’s why I would say it’s really is important to have supportive people around you. And one of my good friends was like. 

00:37:42 

These people we do in town have a massive furniture store and it’s beautiful, but they also have a warehouse area where like anything that’s cracked they need. 

00:37:52 

Last season, whatever and she’s like. 

00:37:54 

Scratch too. 

00:37:55 

Right. She’s like, do you think less of that furniture store? And I’m like, no. 

00:38:01 

Like so, how is this any different? I’m like, oh, I like it. I don’t know. Because it’s me. Like it just feels. 

00:38:04 

OK. 

00:38:08 

You know, mentally, mentally this is true brand of. 

00:38:11 

Hey did. 

00:38:11 

You to share this because. 

00:38:14 

People think. 

00:38:15 

It’s a. It’s a piece of, it’s a, it’s a. 

00:38:17 

Piece of it’s a shirt. It’s a. 

00:38:18 

Pair of legging like why? 

00:38:19 

Are you so? 

00:38:20 

Damn attached to it. But This is why, like, you’re being very open here. It’s so important because you’re saying to people. 

00:38:29 

Like you are attached, but you need to. You need to have a business mind when you’re doing this and you are going to come up against these feelings, but you just gotta go with it. You got two choices. You either. 

00:38:41 

Face you uncomfortable or? Yeah, you don’t. And you stay safe and you stay stuck. 

00:38:49 

I remember part of the nine ways to move your stock. You make reference to that. 

00:38:55 

In there and I just kept reminding myself of, like. 

00:39:01 

I will have freedom on the other side of this. It’s better for me to even just. 

00:39:05 

Get back my cash. 

00:39:10 

To have $60,000 worth of stuff in the back, like it’s not doing me any good. 

00:39:16 

It is really paralyzing me and. 

00:39:20 

I made a lot of mistakes in my first year. One thing that I was really encouraged by was your your team saying like the deal and you’re coming to us year one, people come to us at. 

00:39:30 

Year 7 and. 

00:39:31 

We’re helping them, but like you’re getting on this quickly, you recognize that there is a problem here. You’ll never make that mistake ever again by holding. 

00:39:39 

Back that stock. 

00:39:40 

So don’t be so hard on yourselves. 

00:39:41 

So think of the money you want, like all. 

00:39:43 

The money you’ve accused not lost, that’s like. 

00:39:46 

A double rate, right? 

00:39:49 

On my future money and your future money. 

00:39:51 

The boss. 

00:39:53 

Definitely and so. 

00:39:55 

Yeah, it all looks like fun and games, and at the end result it was a lot of money and it was really amazing. But it did come with emotional battles that I fought all along the way. 

00:40:08 

In the nine ways smooth stock, I believe it was that video you say like you have to think like a CEO, you cannot make an emotional decision on this. This is business. 

00:40:19 

And so I kept reminding myself this is business. It doesn’t matter that. 

00:40:23 

I like that. 

00:40:24 

Shirt. It’s old. It has to go. 

00:40:27 

The end. 

00:40:28 

And so I kept reminding myself of of that, and if I’m going to be the CEO of this company, I have to think like that. I can’t think. 

00:40:36 

Like a tiny. 

00:40:37 

Shopkeeper but I but I bought this thing and it’s been and I sometimes like going it’s so so so dumb people like it’s why are you not buying like don’t worry I do the same thing like why would you lie it’s like so Mavis. We’ve spoken about Mavis. I went to Mavis. Yeah, to our supercharge program. And you’re going to me, I don’t understand. 

00:40:56 

You can guarantee that you would make me more money. I don’t understand. And then like 2 weeks later, I’m. 

00:41:02 

Like, OK, I get it now. 

00:41:05 

$3000. 

00:41:06 

OK, I get. 

00:41:07 

It now? Yeah. Did she say sorry? I know she’s. 

00:41:10 

Tell me through. 

00:41:12 

Yeah. Sorry, Sal. Yeah, alright. If people have got their pen and paper, if you haven’t, we should have this. We. 

00:41:16 

I’m sorry I doubted. 

00:41:20 

Should do this into a lesson. 

00:41:22 

OK. 

00:41:23 

So we have the space, we’re holding it off site. We have the space, we have around 60,000 retail dollars. 

00:41:30 

Worth of stock. 

00:41:31 

What are we doing that gets people lining up around? 

00:41:35 

The block to come to this sale. 

00:41:39 

OK, so I have weekly calls with. 

00:41:45 

You and the team there. And So what we came up with was that Instagram stories were not enough. So you were like, go watch the video on how to come up with a great Facebook ad and how to market. 

00:42:02 

It and how? 

00:42:02 

To choose who it’s going to go to. 

00:42:05 

And you also challenged me on sending. 

00:42:07 

Emails. And you said she’s searching SMS’s and I’ll get to that. But OK, you kind of ran out of time for it. But you were like, you need to be sending. 

00:42:18 

I want to say that you said you can correct me if I’m wrong 5 or 6 emails a week. 

00:42:24 

I would have. 

00:42:24 

And I was like. 

00:42:24 

Said yeah, in the in the week before 12. 

00:42:28 

Yeah, that was my face. I was. 

00:42:28 

And you’re laid up. 

00:42:30 

Like, are you kidding me? 

00:42:33 

That’s a lot of emails, so. 

00:42:35 

Leading up to this, you guys talk? 

00:42:38 

A lot about Claudio. 

00:42:39 

And so I. 

00:42:41 

Was like, what better time to learn a whole new thing when? 

00:42:45 

You didn’t have a clean deal before this. I don’t. 

00:42:45 

I’m doing this. 

00:42:47 

Know you didn’t tell. 

00:42:48 

Us that I had never paid for it. Facebook, dad. I did not say you. I’m. 

00:42:53 

OK. 

00:42:54 

I’m either Nelson or I’m 1000% so I’m like, I don’t. Clay deal. I gotta get all my subscribers over there, my e-mail subscribers, and then I gotta figure out. 

00:43:06 

Segments the whole thing, many late nights, many late nights. So I started by doing teasers, just saying like something big is coming and like, blurring out pitchers and saying it’s happening this day. Save the day. You’re not going to want to miss this pretty much. We did a whole week. 

00:43:27 

Just like. 

00:43:29 

Type about. 

00:43:31 

The sale that people didn’t know what it was about. So just like teasing people and I had people come into the shop and be like, what are you doing? So I didn’t know it was a style. It was just an event. They didn’t know what this event was because I was going to ask you, did it affect your sales in the leader? 

00:43:47 

Because they didn’t. 

00:43:48 

They didn’t know what was happening, OK? 

00:43:52 

So I did. 

00:43:54 

Really, my e-mail campaign, my e-mail campaign was. 

00:43:58 

Two weeks so. 

00:44:01 

Two weeks before the sale, I did all just hike the boat. 

00:44:07 

Essentially nothing like just saying like. 

00:44:09 

Oh, I really. 

00:44:09 

Did it? Well, what if this is just emails about that like you better tell your friends they’re gonna be mad if you don’t tell them to show up to this event. Like everyone’s gonna be talking about this. I didn’t know. 

00:44:20 

That someone was. 

00:44:21 

Going to be talking, buddy, that was just. 

00:44:24 

I think we need to steal. 

00:44:26 

Dion’s e-mail campaign. 

00:44:29 

It it was fun, but I was just. 

00:44:34 

So you and I talked every week and I just did what you told me to do. So you were like, you gotta be emailing out to your royalty list, which is my top 4%. And you gotta let them know as soon as we announced it was going to be a huge warehouse sale. 

00:44:50 

You got to be saying that they can shop. 

00:44:53 

Early and I was like, OK, so my world, two people can come. 

00:44:57 

In and shop early. 

00:44:58 

Because they’ll feel special, whether that’s. 

00:45:00 

Their thing or not give them the invite, yeah. 

00:45:03 

Because they deserve to feel special. 

00:45:08 

Sending out emails like that and we decided to do door crashes. We decided essentially what price point things were going to be at. So there were different specials. Buy this, get this pajamas, 20 bucks, $10 Tees. 

00:45:24 

Did you know? 

00:45:25 

How many people are going to turn up? 

00:45:27 

Absolutely not. 

00:45:27 

But did. 

00:45:27 

They have to register. 

00:45:30 

They did not. That was something you. 

00:45:31 

And I talked about. 

00:45:33 

But I am. 

00:45:34 

The only person. 

00:45:35 

Who works here? So you were the. 

00:45:37 

Only person who works you will get onto that. 

00:45:37 

I think I was young person. 

00:45:40 

We will get on to that. 

00:45:45 

But we decided we had to sort everything by size. We we had to sort everything by size and we have these plastic crates that we saw in our store. They’re made out of recycled material. They come in many different colors. So very cool. And so we had to sort. 

00:46:00 

Them into every bin. 

00:46:02 

And then we just sorted by size, where we didn’t sort. 

00:46:04 

By gender just to get people. 

00:46:07 

Warns out like rummage sale mentality and with. 

00:46:11 

$60,000 worth of stock that took. 

00:46:14 

A lot of. 

00:46:15 

Time. So you encouraged that and that was one thing that. 

00:46:20 

I still wonder if it would have taken things next level though. Really we could handle that next level is they had to register, it would have been nice for to get them to put their SMS’s in like that’s something that I’m working on in my business and I really want that but. 

00:46:23 

At least they have to register. 

00:46:36 

Managing motherhood, being a wife bookstore, prepping for the sale many late hours I was like. 

00:46:44 

At a certain point, you have to just be like I am going to do my very best. Yes and. 

00:46:51 

Allow yourself to just have peace with that. 

00:46:54 

That was my theory, especially since I was alone quite a bit doing these things here. I did recruit one of my friends to like fold things and put them. 

00:47:03 

Then I’ll pay. 

00:47:04 

You in coffee and lunch for wine. Wine. Yes, please. Wine. Cheese. Help. Help me. And so the week with the royalty. Did you? Were they bringing friends? You gave someone the option to bring friends, right. Are you getting there? Am I just butting into your conversation? That’s OK. So. 

00:47:10 

All the things. 

00:47:24 

We ran so our royalty people. I didn’t say that they could be friends. I was just like you come if they bring people. I wasn’t too picky about it, but then we ran an Instagram contest. 

00:47:38 

Essentially, share this post about the sale. 

00:47:42 

Tag four friends that you want to take to the sale and we’re going to choose ten people. So that’s 30 people coming early, so they will join the royalty members and. 

00:47:53 

That was crazy. 

00:47:55 

So we just bought for free in Instagram. 

00:48:01 

Contest sticker that like picks 10. 

00:48:03 

People. So it was. 

00:48:04 

Just at random, couldn’t pick my favorite people, make it nice and fair and. 

00:48:10 

They got to bring people and people are crazy. They were like, do you need the names of my people? Do you need? I’m like. 

00:48:17 

I mean, sure, I’ll take their. 

00:48:18 

Emails. I don’t need their names. 

00:48:21 

Just you know. 

00:48:22 

Her number business that’s in LA. Just send me their number. That’s it. And then the week leading app, I think I sent out. You scared me with the 12 emails you were like, go hard with the emails. And I was like, I will go halfway. 

00:48:37 

What you’re saying would be with the emails and so I think I did. 

00:48:44 

It started on the Sunday that we announced actually what it was and we were having the sale on the next Saturday. Every day an e-mail went out and then we did 2 emails a day from Wednesday through Saturday and on Saturday. 

00:48:57 

I think 4 emails went out counting down the time, right? The sale is about to start. You better get down here. We’re one hour into the sale. 

00:49:06 

I love you, right? 

00:49:07 

Now we have an. 

00:49:07 

Hour left. We’ve got 30 minutes. 

00:49:11 

And so that was all faced to your genius. That wasn’t me. That was Selena. So. 

00:49:11 

Did you? Did you have any feedback? 

00:49:13 

On that. 

00:49:15 

You good? You did it. 

00:49:16 

You took the advice and you did it. Did you have any feedback on that from the, from the people who were there? Like I saw the emails or? 

00:49:23 

Yeah, like just. 

00:49:25 

People just saying like they were so excited and they were so hyped up and and I think everything just. 

00:49:32 

Piles one on top of the other to create this. 

00:49:36 

Craziness, because that’s what it was. It was crazy. 

00:49:39 

So how are you feeling is? 

00:49:41 

You open at 9:00, is that right? 

00:49:43 

Yes, suitably night. So I came down to my shop at 8:00 and I was like, getting my two tails all ready to take next door and making sure everything is ready to go. And I cross the street headed across to where we’re going to have the sale at 8:15 and there’s 20 people outside. And I’m like ohh like, oh, I’m starting to sweat. 

00:50:06 

And they were like, we’re here for the sale. 

00:50:08 

I’m like the doors, aren’t. 

00:50:10 

Opening so 45 minutes like like there’s only. 

00:50:14 

I mean, your royalty, right? These are the people who the the other people who are here are the competition winners and your top 4% of customers, yeah. 

00:50:14 

Can’t even think. 

00:50:23 

Yeah. So I mean maybe 70 people were invited, that doesn’t. 

00:50:28 

Mean everyone would come. 

00:50:30 

But people were lined up and they were ready to go. So we were inside and just kind of like everything was ready to go. So I kind of felt awkward. I was just like to show these people lining up outside and. 

00:50:41 

Then we kept, like, peeking through the window like. 

00:50:43 

Don’t let them in early. 

00:50:47 

Did you think that like should? 

00:50:48 

We let them in early. 

00:50:50 

No, like they were. 

00:50:53 

I was like. 

00:50:55 

Worried that people would be disappointed? 

00:50:58 

Because you’ve created this hype, I’m. 

00:51:00 

Like what is they think there should be more? 

00:51:02 

Things. What if they don’t like what we’ve thought? What if? 

00:51:06 

It’s just all that negative self doubt that just. 

00:51:08 

Gets in your head. 

00:51:10 

No one said that to us. In fact, like you mentioned earlier, people waited 2 / 2 hours to pay for these items, which no one knows like you’re leaving. 

00:51:22 

That wasn’t happening. 

00:51:24 

It was crazy. So doors open. 

00:51:28 

9:00 door is open and Ian comes. 

00:51:33 

I would probably say 65 people. Wow. And so for the 1st 15 minutes, we just kind of stand. 

00:51:39 

There because no one. 

00:51:40 

‘S ready to pay. They’re going crazy. 

00:51:43 

And there’s this one. 

00:51:46 

Papa, like her grandpa just standing there and there’s his wife and his two daughters, and they’re just throwing things at. 

00:51:52 

Him and I’m like. 

00:51:53 

Ohhh, my gosh, what on Earth is going on? 

00:51:57 

And my worry was that they were going to come up to pay and then start sorting out what they wanted and didn’t want to. And there was none of that. Nobody did that. He just. 

00:52:03 

That we hate that. No. 

00:52:08 

He came in, he was ready to roll. Yeah. 

00:52:08 

Ring me up. 

00:52:11 

No big deal and. 

00:52:13 

Was he the first sale that? 

00:52:14 

You put through. 

00:52:16 

No, they probably shopped for. 

00:52:19 

Ohh my goodness. 35 minutes 45 minutes. 

00:52:23 

Wow, what were you thinking on that first sale because you could see the people coming in? 

00:52:28 

You’ve got this. Oh, my God. What if they don’t like my stuff? But you know. 

00:52:32 

They seem to be having fun. 

00:52:34 

Right. It was like, nervous jitters like I. 

00:52:36 

Was like hell like. 

00:52:38 

I don’t know how to explain it. I’d also only had a banana and a cup of coffee. I was not well prepared for this. I was like Cheerly running on casting an adrenaline like he’s very poor. 

00:52:50 

Day is feeding myself day. 

00:52:55 

Yeah, I was. I was pretty excited and I was just like, OK. And then at one point, because you’re so busy. 

00:53:02 

I was like, well, it’s starting to die down, forgetting that the rest of the population is coming at 10:00 AM I look. 

00:53:09 

Up and there’s. 

00:53:10 

Like the doors across the room and it’s like it’s all glass. And I can see that it’s packed with people. And because it’s so loud and the same, the doors. 

00:53:19 

They’re not about 8:00 to. 

00:53:21 

Are right. 

00:53:21 

Shot at this point. Right and so. 

00:53:26 

A friend of mine went out and videoed it and these people were all in and then like down the street, those bananas. So they all come in and then. 

00:53:36 

For four straight hours. 

00:53:39 

So from 1:50. 

00:53:41 

We just, we’re bringing people in like I would look up and I’d be like because my customer service side is like I don’t want those people to wait so long. I’d be like lying like it was. 

00:53:53 

Just went on forever and my friends like stop looking at the line. Just scan faster. Your head down. Tired. So keeping people too and bringing people through. And it was wild. 

00:54:10 

Out of. 

00:54:12 

All the hours that we were. 

00:54:13 

There we didn’t have one customer who was mad. No one annoyed about the time to wait like they waited an hour to get in to shop. Some people waited over 2 hours to pay. People were just pumped. By the time they made it up to us. We like, we’re quick to apologize. We like, Oh my gosh, thank you so much for waiting. And they’re like. 

00:54:33 

No problem like they were thrilled. 

00:54:37 

To be there. So it was a very cool experience. I definitely needed a chiropractic adjustment. There’s a lot of being bent over like this. And like I said, friends just randomly showing up and just putting coffees in front of us because there was no going to the bathroom. 

00:54:55 

When you have a lineup that is that long, there’s no like time out everybody. 

00:55:00 

It’s gonna bathroom break. Need some? 

00:55:02 

Fresh air. There’s none of. 

00:55:03 

That it’s like they will eat. 

00:55:06 

You alive? If you’re not hustling hard and. 

00:55:08 

So it was. 

00:55:10 

Wild and I remember at about 2:15 it finally, like, died down enough that one of us. 

00:55:15 

Was on the till. 

00:55:16 

And I went to the bathroom and I came back and I was like. 

00:55:19 

OK, I’m gonna check where we’re at sales wise. 

00:55:22 

Hold on. Stop before I get. 

00:55:23 

You to do that before you reveal. 

00:55:26 

How much was we’ve kind of talked about this, but there was actually two parts of this sale. 

00:55:26 

OK. 

00:55:30 

Let’s just rewind to the conversation. You and I had about putting some goals in place for this sale. I I remember having my calculator out and you saying you had $60,000. I’m gonna get my calculator again. And you were like, OK, I’m like, what’s your average order value? And you said $6000 was your first. 

00:55:51 

And you said the average of 80 was 80? 

00:55:52 

And you were so. And I’m like you, Selena, were so nice. 

00:55:59 

You were like, I’m nice jeon. 

00:56:04 

You were like. 

00:56:04 

Uh-huh. So you’re gonna sell approximately 100? 

00:56:07 

12 things or something you know? 

00:56:08 

Pieces I was like. 

00:56:10 

Yeah, as soon as you said that I was like, ohh well, that is a stupid answer then answer. 

00:56:16 

And I think I’m pretty sure I I. 

00:56:18 

Don’t remember exactly. 

00:56:19 

But I’m pretty sure I said 22,000 and you went. 

00:56:25 

Yeah, I think I was. 

00:56:26 

Like, alright, well, take 

00:56:28 

It easy. Why don’t I say 18? Because I wrote down 18 on. 

00:56:32 

My paper I. 

00:56:33 

Was like you can say 22 all. 

00:56:34 

You want. I’m gonna say 18. 

00:56:38 

And so I think you know as well. 

00:56:41 

No, I think you wanted me to. 

00:56:41 

Not just one. That was my strength. 

00:56:44 

Nice straight up from 6000. 

00:56:49 

OK, really pushing myself. Fast forward 2:15 PM. Just come back from the bathroom. I’m like, OK, I’m going to go on my Shopify in my heart based on everyone I’ve rung in, I’m going to say we’re at $7000. I was very tired. 

00:57:06 

And I’m like. 

00:57:07 

3 cups of coffee, so one banana mass mass is not my Forte. 

00:57:12 

So I like reload my Shopify page and it comes up as like 19,800 and some dollars and I was like. 

00:57:23 

Shut up, right that. 

00:57:27 

***** was wrong when people there. 

00:57:29 

Shopping I would have been like screaming. 

00:57:32 

It felt very surreal. 

00:57:35 

Very surreal. We still had another. We were open for the sale until 4:00. So we did another. 

00:57:43 

I think we ended that day just under $22,000, a $100 less. Yeah. And we still have believe it. We still have things left over. So I decided because this sale was only in person and there were a lot of people, we have customers who live at a town. 

00:58:02 

And people who don’t live in our city. 

00:58:05 

I decided that we would run it the remainder online the next day. 

00:58:11 

And so emailed. Everybody knew ahead of time that they would. I’m at e-mail queen now, sent out more e-mail saying this is when it’s gonna happen. People like messaging me on Instagram. They’re so excited. 

00:58:14 

What emails? 

00:58:29 

I we launched it, I want to say at 1:00 on Sunday, I probably could have started earlier, but I was by the time we realized, took down the sale and did everything. I was recovering and like the next day, I had to like mother a little bit and go to church and, like, do the things I was like, I need some, like, regular life. 

00:58:49 

Before we get crazy again. 

00:58:51 

We launched at 1:00 and within 20 minutes we were over $1000 and. 

00:58:59 

Probably to a lot of people wouldn’t be a big deal to have over 100 people. 

00:59:02 

Shopping on their. 

00:59:03 

Site but I never had 100 people shopping on my site. We had people all over the States and. 

00:59:09 

You know. 

00:59:10 

We have people we have a couple of Australians who shop with us and people who are in Ireland and I’m like this is bananas and so I spent a lot of my afternoon just like eating chips, just watching the orders, everything and I were fresh, like looking like this person. And like, you are just like this. 

00:59:24 

Refresh, refresh. 

00:59:30 

Whatever. Uh, yes, just refresh it and just. 

00:59:34 

Watching that money. 

00:59:36 

Mine and and so that day we did. 

00:59:41 

I think it was an additional 150 sales. 

00:59:47 

And so yeah, we ended the end between those two sales between those two sales days. 

00:59:55 

Just under $30,000. 

00:59:57 

You sure it was just under? Are those just over? 

01:00:00 

Just under. OK, alright, maybe it’s my. 

01:00:03 

Wishful thing you trust? 

01:00:04 

Me on my bank account, alright. 

01:00:08 

That you know. 

01:00:09 

How proud I am of you because. 

01:00:12 

The fact is, you did the things you weren’t. You did. You weren’t closed minded. You were open to suggestions. What do you think of your? 

01:00:19 

Old filler bag. 

01:00:20 

Concept right now. 

01:00:24 

I like think back on places that have done it and I’m like, Dang, I’m like, you shouldn’t have done that. 

01:00:31 

It’s better than you, honestly, but I’m like. 

01:00:32 

I see. 

01:00:34 

Oh well, I have a different idea for you. You. 

01:00:37 

Don’t live in. 

01:00:37 

My city, I’ll. 

01:00:39 

You have different ideas. I’ll share with you. Let me help you. 

01:00:45 

Yeah, it you know. 

01:00:46 

In theory, it’s such a great concept, but then when? 

01:00:49 

You talk it out. You’re like. 

01:00:51 

Oh yeah, that’s that’s not a good idea. 

01:00:54 

That won’t make me the most amount of money at the end of the day, it might have new stuff, but I needed back as much cash. 

01:01:03 

As I possibly could have. 

01:01:06 

And so this was the right way to. 

01:01:08 

Do it in. 

01:01:08 

My opinion, and it really is like. 

01:01:12 

My whole philosophy is. 

01:01:15 

Especially for this is be coachable. So if you told me to do something and I mean that doesn’t mean that I just nod and we’ll say I have conversations with you where I’m like, well, what about this? Or what about this or that makes you feel uncomfortable like we. 

01:01:30 

Talk it through but. 

01:01:33 

I have to trust what you’re telling me. 

01:01:36 

And then test it and it obviously tested. 

01:01:39 

Very well. Got. 

01:01:41 

A whole bunch of money back in my bank account. My stockings. 

01:01:45 

Basically clear though. 

01:01:46 

And so how does it make you? 

01:01:47 

Feel because we’re. 

01:01:48 

Not we don’t advocate sales if we can, we will try everything else to get to maximize your profit. 

01:01:57 

But you got. 

01:01:58 

To this point, where it’s like there’s so much, there just isn’t any other option at this point. How do you feel now in retrospect, knowing that you sold those products for? 

01:02:10 

A loss essentially, or for your loss. I say a loss. I don’t mean it like that at all. So less than what you. 

01:02:15 

Probably hope to get for them. 

01:02:17 

Do you even care? 

01:02:19 

Now I don’t care. 

01:02:21 

I cared right up until the sale and what was funny is is like. 

01:02:27 

People would bring things up at the sale. They’d be like. This is so cute. I never saw it in your store and I’d be like. 

01:02:33 

Freaking hung there for a year. Dang it like. 

01:02:37 

You didn’t want to pay full price for it now. Like, seriously, I could tell you every spot it moved to in my store. 

01:02:47 

At the end of the day, the feelings that I feel now, the freedom I feel, the release that I feel. 

01:02:55 

Far outweighs. 

01:02:58 

My carols for those items, they’re just. It’s just closed. 

01:03:02 

It had to go. 

01:03:03 

It was too much of A weight on me to keep it around and so. 

01:03:12 

I kind of have the mindset now that I showed this with customers that I had the mindset of like it’s gotta get the hell out of here. Like by the time the sale came, I was. 

01:03:21 

You got a girlfriend? You can’t live here anymore, right? I remember you saying, like, Deon. You take that 10 bucks like take the 10 bucks and get the thing out of here. If you need to sell. 

01:03:31 

For 10 bucks, you get it out of here. 

01:03:33 

You bought something that you can, OK? 

01:03:36 

That’s right. You take that 10 bucks and you make different decisions going. 

01:03:39 

Forward and I’m. 

01:03:39 

Like, alright, Sal, I’m gonna do it. 

01:03:42 

And so yeah, I feel. 

01:03:43 

Let’s start. Let’s Fast forward. What two it’s been only. 

01:03:44 

Sorry, better now. 

01:03:46 

Like 2 weeks. 

01:03:47 

Now, what has happened in your business? 

01:03:49 

Since then? 

01:03:53 

It’s UMI. 

01:03:54 

Kind of thought that there would be. 

01:03:57 

A ripple effect where people wouldn’t shop with me after because they had been all shopped out. That’s not the case. Yeah, it’s been a great two weeks since then. I’ve definitely stayed on top of sending out emails and being more proactive than that. Definitely learning more and more about that. And I have made the very brave. 

01:04:17 

Decision by. 

01:04:20 

Coaching someone. I hired my very first full time staff and so it’s very thank you. It’s very exciting. Scary. But as some of my friends like to say, the business needs with the business needs and you can’t make it to the next level if you don’t have that person in place. I can’t keep doing what I’m doing. 

01:04:41 

And then expect better results for my store if I keep things as they are. 

01:04:47 

So who did you hire? 

01:04:47 

And so. 

01:04:49 

Her name is coral and I went to a dying mall in our city and I went to go find someone. He was giving me great customer service. So I went shopping and she gave me wonderful customer service and. 

01:05:06 

Essentially, I ended up coaching her and what is her name? She will be working her way to being my store manager. Amazing. I love the way that you see when she outsold me, but she should be like that was. 

01:05:22 

It. Yeah, I was on my team. 

01:05:23 

Like I was like hello. 

01:05:27 

Say more words, tell me more things. 

01:05:31 

I love this that you’re just. 

01:05:32 

Like, I’m just gonna go shopping for a new. 

01:05:33 

Employee like definitely I’m not. 

01:05:36 

Recruiting. I’m just shopping for a new employee. 

01:05:38 

You know, I tried it and I was so annoyed with the people that applied like I tried the old fashioned way. Like you put in. 

01:05:46 

A job app people flashing way. 

01:05:46 

Not not a new fashioned. 

01:05:49 

No, just terrible. Ohh my goodness. 

01:05:53 

It was turning up terrible results with these people. 

01:05:56 

That were coming in and. 

01:05:59 

I was like there has to. 

01:06:00 

Be a better way? 

01:06:01 

I like finding. 

01:06:02 

People in an authentic way, meaning they are in their natural habitat of doing what they’re doing in their job. Yeah. And so how they’re going to treat me, do they even look up? Do they even say hello? Do they even? 

01:06:13 

Are they putting on their phone? 

01:06:13 

Great. What does? 

01:06:15 

Exactly and like, are you trying to help me find something? What does this store look like while you’re working? What is the conversation like that you’re having with me? Are you going to upsell me? How are you talking to me? And. 

01:06:30 

She was amazing and the one of the best parts. 

01:06:34 

For me is in my conversation with her. When I she came in for the interview, I said like what? Ultimately, if you had your dream job like, what would the hours look like? And she almost got emotional. And she’s like, actually what you’re offering is Tuesday to Saturday because my husband works Tuesday to Saturday. And I always work Sunday Mondays. And we haven’t had a day off. 

01:06:55 

Together in like 4 or five months. And she’s like, so to be able to have a Sunday, Monday off with my husband every week would be life changing for our relationship. 

01:07:05 

And I’m like. 

01:07:07 

Meant to be. I like it. It’s meant to be. It’s meant to be. And so that’s also important to me, is just making sure like, not only that they will do a good job here, but that we’re a good fit for them. You know, it was the same in my in my old job it has to go both ways. OK. So we finish. 

01:07:25 

Up, I know. 

01:07:25 

You have a painting paper there. 

01:07:27 

And again, Gold Star for you because you actually filled out a debrief form, which is what we get people to do after you run a promotion. So can you quickly run us through like the things that worked and the things that didn’t or things? 

01:07:41 

That you change. 

01:07:42 

Do you want? 

01:07:42 

To tell everybody why I have the sheet piercing. 

01:07:46 

Why do you? Because I told you. She’s like, yeah, that she knows. Like, I’m gonna feel the she. She’s gonna ask me about it. Did you sign the process of filling it out, though? Like the fact that you can look back and really unbiased way. Did you find it cathartic or enlightening or what? Because I’ve been doing to fill out the they don’t do the work, right. That’s why they’re not. 

01:08:07 

You they’re not getting these results because they don’t want to spend 15 minutes filling out the form. 

01:08:13 

Yeah, I definitely sounded enlightening. I also am a very like, I want to come back to this again. Hopefully never do you know where I say? Let’s be clear. I don’t ever want to have $60,000 worth of stock, but I. 

01:08:25 

Have to do this now. 

01:08:28 

I know myself well enough and I’m aging enough that I know I won’t remember. 

01:08:33 

It doesn’t matter how much I think I’m going to remember every little step I took, so I have to write it down and so I want to, you know, put a file folder in my cabinet to be like. These are the promos we ran. How did it play out? And here are the facts about it versus me just being like, oh I. 

01:08:48 

Think it was. 

01:08:49 

Great. Yeah. And look, sometimes I want your right, like as you know. 

01:08:51 

Going on to bring it up for. 

01:08:53 

Sometimes you run a promotion and you’re. 

01:08:54 

Like my people didn’t want this thing, definitely. 

01:08:56 

Just to give everyone watching or listening, a dose of reality hibana may long weekend promo and it did not go well. But did I talk to slim about? 

01:09:06 

It first no. 

01:09:07 

I did. OK. Bye. Leave it. Learn it. Live it. Learn it. Not everything will be perfect as you go forward. 

01:09:17 

So my ad spend was a whopping 100. 

01:09:19 

And $45. 

01:09:22 

I spent $124.00 on my emails. 

01:09:32 

And then I also calculated in my $130.00 that I have to spend for my space next door. We ran social media stories in posts. 

01:09:44 

We only added 31 new customers to our database by doing this, but it paid off. 

01:09:51 

What are the new customers from the tagging? 

01:09:57 

You know what, dad? 

01:09:58 

We got more followers, but I need to figure that out in the. 

01:10:01 

Future of how to take that like? 

01:10:04 

You and I talked about this and that was something I didn’t. 

01:10:06 

Execute on which is like. 

01:10:08 

Sending people to our website to get them to. 

01:10:12 

Essentially into them by having them put in their e-mail on their phone number. OK, be a little bit more strategic in that area versus like. 

01:10:20 

Instagram followers are great, but that’s not money, and that’s not targeted people. And that’s not, I mean, at the end of the day, the emails are gold. If everything else goes away, you can still sell. 

01:10:30 

To people when you. 

01:10:31 

Have their emails? Yeah. And so. 

01:10:34 

That is something that. 

01:10:36 

I’ll do in my first 90 days and like find it for going ahead. I just don’t have that knowledge right now with Clavier and how to do that. But I do believe in that resource and know that that will be something that helps me grow. 

01:10:54 

One thing I did learn. 

01:10:56 

That I wrote down on my sheet is we need to have more tails running to an event like this. 

01:11:02 

Ever again, you. 

01:11:03 

Need one more tail? 

01:11:05 

Yep, there’s one we actually. So I don’t know if they have this enough. So I just have to tell you this quickly, like when they take kindergartener. 

01:11:13 

Kids out and. 

01:11:14 

They have to, like, hold their rope. 

01:11:16 

Well, we freaking had pregnant women with handfuls of stuff and a friend of mine escorting them. They looked like kindergartners, and they were across the street to be rung in at my store because they were so pregnant. 

01:11:30 

And so much stuff. And they just couldn’t stand in the line for two hours. So my friend will be like, who needs to go to the store and use the bathroom? 

01:11:39 

You want to be checked out at the store across street, so you just see a dozen women like little ants in a row crossing the street. And I’m like, well, I hope they don’t love me. 

01:11:48 

Blinds. You know when run away and fall by. 

01:11:48 

But that’s a great like, who would have thought of that? Right. But the fact, I mean, that’s a great thing that you learned was one that customer experience. 

01:11:56 

Two, like the one freeing up the yeah, the speed, the space. But also just that. Yeah. Oh, my God. These people actually care about the fact, like, what other what other warehouse? Say, am I going to where I’m holding all this stuff and I’m pregnant and they’re just looking at me. 

01:12:12 

Definitely, definitely. I mean, gonna build the loyalty. 

01:12:17 

I hope so, I mean. 

01:12:19 

As you and I have recently talked, we want to be known as friendly kind. Not necessarily nice, but going over and about for our customers, right? That’s what sets. 

01:12:30 

Us apart from. 

01:12:32 

Joe Schmo in our city. 

01:12:33 

So what did it work? 

01:12:36 

I would need to think about that a little bit more. I think. I think I could have gained. 

01:12:42 

Far more e-mail addresses, SMS’s, things like that that I wasn’t able to capture based on time and my inexperience and the fact that I’m a solo person at my store, so I missed out on. 

01:12:56 

I believe tons of data that was there. 

01:13:01 

So looking back, I’m like ohh I. 

01:13:04 

I definitely missed out on that having SMS, but I I wasn’t gathering that information ahead of time. So now it is in place. 

01:13:15 

And I’m not sure what I could have done to gather that at. 

01:13:17 

The time and I don’t know if. 

01:13:20 

There is even an answer to that. 

01:13:22 

Yeah, we can talk. 

01:13:23 

About that later, Dianna, I’ll, I’ll let you go. I’ll let you go, but definitely, I mean, that’s critical information that I need for growing and those people. 

01:13:35 

There. So that was a missed opportunity for me. I got them at the sale, I got their money, they took my stuff. And so all of that was great. But how do I reach them again? Yeah, without it being through Instagram posts and things like that. So I definitely need to be growing in that area. 

01:13:52 

As well, OK. 

01:13:54 

I think it’s time to finish up because. 

01:13:55 

You and I have talked for ages. 

01:13:57 

We’re so chatty. We are so chatty. And you’ve been you’ve been very open and very vulnerable sharing a. 

01:14:05 

Lot of this stuff so thank you. 

01:14:07 

Any words of wisdom to people who are out there? 

01:14:12 

Feeling the way that you did 8 weeks ago. 

01:14:16 

I would say. 

01:14:20 

Don’t be afraid to take that step and commit to yourself and to your store by investing in this program and investing in yourself. That’s really what it is. 

01:14:34 

It is scary and it is a big amount of money and. 

01:14:39 

But if you do feel the fear that I felt and the worry that you have and that you feel like almost suffocated by your store and the decisions that happened. 

01:14:53 

You have to take that investment in yourself. I mean, it was one of the biggest decisions I made and I have no regrets about that. And it’s just so good learning curve and everything is just learning like once you make that decision, you can actually like, breathe a little bit and everyone’s. 

01:15:07 

Here to help you and so don’t. 

01:15:09 

Don’t stay stuck because you’re afraid. 

01:15:12 

It’s like if it’s like a tweet. If I tweeted, that would be a tweet. I gotta make that like a a real. Let’s feel this. I’m not making anything. It’s all it’s all. Yes. Well, thank you so much again for sharing and being so open and and walking everyone through because we see this success. 

01:15:21 

Will Megan. 

01:15:33 

But at the end of the day, we’re like, well, what did they do? And you’re. 

01:15:35 

Like actually I. 

01:15:36 

Just was, you know, Scrappy it was. 

01:15:38 

Messy, but it work. 

01:15:42 

That’s right. And I just think, like I said to you and you’re like, you want to be on the podcast and like, I’m just gonna say, I did what Selena told me to do. 

01:15:51 

Over and over and over again. 

01:15:53 

And they just made. 

01:15:55 

The team? The team. 

01:15:55 

And then. 

01:15:56 

Gave you some some good tips and definitely they did but some. 

01:16:02 

You know, like if if you commit to something, it’s because you have the experience. I I wouldn’t have been in a position with $60,000 worth of stock in my backroom if I knew what the heck I was doing. So. 

01:16:13 

At the end of the day, what do you have to lose? 

01:16:16 

Sorry, the perfect point to wrap this up. So thank you so much again. And if people want to check out your store and maybe even just check out your socials, cause you’re really great at socials. 

01:16:26 

Where can they find? 

01:16:27 

Ohh, thank you. Sure on Instagram we are little dot kinfolk KINSOLK or you can find us on our website triplew.littlekinfolk.ca. 

01:16:41 

Also, but check it out and definitely check out the socials because they’re great at socials and you can see some. 

01:16:47 

Pictures of the. 

01:16:48 

The videos of the event there as well. 

01:16:51 

Awesome. Thank you, Selina. So that’s a wrap. I’d love to hear what insight you’ve gotten from this episode and how you’re going to put it into action if you’re a social kind of person. Follow me at the Celina night and make sure to leave a comment and. 

01:17:08 

Let me know. 

01:17:10 

And if this episode? 

01:17:11 

Made you think a little bit differently or gave you some inspiration, or perhaps gave you the kick that you needed to take action. Then please take a couple of minutes to leave me. 

01:17:22 

View on your platform of choice, because the more reviews the show gets, the more independent retail and e-commerce stores just like yours that we can help to scale. And when that happens, it’s a win for you, a win for your community and a win for your customers. I’ll see you. 

01:17:42 

On the next episode.