[2] Increasing Your Profit Potential

If you own or manage a business, your primary objective is to make a profit. The survival and growth of any business depends on it. America's economy and our free enterprise system are depending on the success of your business.

As a demographic group, "disabled consumers" are America's largest minority population segment, and have substantial clout in today's marketplace.

If your retail business can accommodate the needs of the disabled community, we're going to show you how to increase your sales — and bottom line profits — substantially, and at a very small cost.

Retailers often ask: "Why is the 'disabled access' issue so important to my business?"

It's as simple as A-B-C:

A. Slightly over half of retail businesses in America (about 53% in 2009) are reasonably accessible for most of their customers with disabilities. The rest are NOT. Obviously, disabled consumers prefer to shop with businesses that can accommodate their needs.

B. If your store is barrier-free — but nobody knows about it — you are LOSING at least 22 PERCENT of your potential TARGET MARKET ... and maybe even as much as 45 PERCENT or more, including the families and friends of those who are disabled.

C. If you're actively involved with the day-to-day management of a retail business, you already KNOW that keeping a business profitable requires sustained and consistent effort. To survive, you need to keep prospecting new markets to generate new business because your "old" customers will not last forever.

And if you stop and think about all this for a moment, you will KNOW that some people whom you used to regard as "good regular customers" (maybe just a few months ago) haven't been in recently.

Have you thought about where they went, and why?

Please continue ...
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