In 2008, Donna and I spent a few days in Zambia to check out Victoria Falls (which was pretty dry). After leaving, our driver took us to a grim and disheveled outdoor market where his brother had one of about 30 stalls. Upon arrival, some of the operators hustled out of their small booths – grabbing our hands to shake and our arms trying to usher us to their table. We rejected the invites and simply walked around – with people waving at us to “come in.” On leaving, I suggested to our driver some ideas for improving business. I wrote them down per his request. And I suggested they try these ideas for a few days – to see if there was any difference in sales. The next day – he told us that some of the market folks had adopted the “business plan” which included:

1. Clean up the area – uniform cleanliness and organization
2. Smiles and greetings. No forced handshakes or grabbed arms
3. Refer business to neighbors (“she has the best textiles“) and point to a nearby stall
4. Have an “elevator speech” – 20 seconds – to share with potential customers
5. Have fair pricing and perhaps a discount table for last minute purchases
6. Always say “thank you for coming” when people leave
7. Public relations – update local tour operators and drivers on the market
8. Develop a friendship with neighbors in the market
9. Be prepared to discuss quality
10. Have a good and stable inventory – neatly arranged

I have no idea how that small market is doing today but I hope they are doing well. I am hoping that Warren Buffett will acquire them – thanks to this off the cuff business plan. . . . .