Are you willing to say, “Don’t buy that from me.”?

A customer walks in the door of your boutique pet store. Even though there are four national brand "big box" pet product retailers in your vicinity, this customer chose to come to YOUR store. Cool.

She’s looking for a dog toy to keep her dog occupied during the day while she’s at work. She strolls down an aisle, picks up a pricey stuffed animal dog toy, steps up to the cash register, and pulls her wallet out of her purse.

She’s ready to make a purchase.

You, the owner, know that the stuffed animal dog toy typically gets shredded within the first half hour of playtime. Not a lot of bang for the buck.

What’s your next move? Take her money? Or advise her not to buy the product?

If you’ve read our book, you know what Mike Palmer has done many times over. And his business is growing more profitable year over year.

Whether or not you’ve read the book, we’d love to hear your strategies for this kind of scenario. Let’s hear it, entrepreneurs!!!

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