Don Kermath

“You’ve got to be crazy.”

That’s what I said to my business partner and now ex-wife 25 years ago when she suggested we open an indoor tanning salon. “Don’t you know the sun is bad for you?” I explained.

Additionally, neither of us knew anything about retail or indoor tanning.

After extensive research trying to…

This secret is adapted from the webinar The Psychology of Free: Using Beauty Product Sampling to Convert Lookers into Buyers by David McFarland of SunEvolutions January 20, 2021 (McFarland, 2021)

I just spent a chapter convincing you not to sell a packette. It’s like kissing your sister (or brother). …

Illustration courtesy of the author.

Word of mouth is the main reason behind 20 to 50 percent of all purchasing decisions

WOM, as it is sometimes called, is most influential with new customers. Its influence is expected to increase as more people rely on online reviews to pick products and services.

Caution: Low Flying Fish”…

“New part-time hires are onboard in 5 days or they are overboard.”

Big companies use sophisticated software, cute onboarding gifts, and boring orientation sessions to onboard their employees. Small business does not have the luxury to be so wasteful and that’s a good thing.

Productive onboarding is important, however. Part-time…

Don Kermath

Don Kermath transforms your workforce into productive, cohesive, team-players who stay for the long haul and contribute to innovation and excellence on the job.

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