Yesterday, while I was walking to the gym by my house, I saw an interesting site. 2 small children (maybe 8 years old) were sitting on my street corner with a lemonade stand.

I found it funny. I remember things like that when I was a kid. Actually, I sold poems that I wrote and printed. You could say that I was an “information marketer” even back then. But this is where this story gets good.

These kids weren’t selling lemonade. I mean, nobody stopped. Cars sped by without even thinking about stopping. To be honest it was very difficult to see these little kids and their little lemonade stand. I feel bad for them.

As I got closer to the children, I heard what sounded like screaming. As I got closer, I could hear it clearly now. Both children were screaming as all the cars went by.

“LEMONADE! 50 CENTS! LEMONADE! 50 CENTS!”

I laughed to myself and kept walking. I found it funny that these little kids were trying so hard to sell lemonade and as a salesperson I couldn’t believe their method. Then again, they’re just kids. 🙂

They were screaming at the top of their lungs when I walked by so of course I had to stop and buy them a cup. I didn’t drink it, but I didn’t let them see that part.

But this is what I found so surprising.

The marketing secret: don’t yell and wait for a customer

These kids were doing what they could to make a sale. They had heart and they really fought. But I can safely say that they MAYBE sold 2-3 glasses that day. $1.50 isn’t a bad day for a kid, is it? But, that’s when it hits me.

Almost all local businesses are doing the exact same thing. Maybe not by yelling at passing cars, but by their marketing. Most business owners don’t even advertise. They are based on word of mouth. They ARE WAITING for someone to see their store and stop by. Those who run ads are doing a little better, but most of the time their ads aren’t effective. What’s worse, they don’t know which ads work and which don’t.

So if you have a local business or an internet business (or are thinking of doing so), then don’t be a kid trying to sell lemonade. Yelling and waiting for someone to stop is fine when you’re 8, but as an adult, you need a lot more than hope.

You need to create an action plan. Don’t be afraid to market to get new customers. And most importantly, continue to market to current customers. Repeat sales are where the profits are. Don’t forget that.

So, get out there and start selling. And if you see a couple of kids selling a glass of lemonade, buy a cup.