zdls halbert index

Whatever. Whatever. Whatever. Where am I going with all this?
Ok, listen: There are two basic types of businesses that do well in an
economic slump. The first type of company would be a well-run giant
conglomerate with monstrous purchasing power enabling it to buy and sell
staples (and other commodities Americans feel they can't do without) at the
lowest possible prices. The best example of this type of business would be
Wal-Mart which, last year, during the most disastrous holiday retail season in
30-years, posted an enormous gain in gross sales and profits. You know,
when a new Wal-Mart comes to town, the other retailers go into a panic. And
rightly so. Because... no local retailer can hope to even come close to
Wal-Mart's prices. Not only that, Wal-Mart is mostly employee-owned and thus
offers superior, courteous and concerned service. Plus, they are hyped
by none other than Paul Harvey who can arguably be considered the most-trusted
product pitchman in America.

Is it any wonder Wal-Mart is the largest retailer in the
world?

All this has created a curious and profitable niche for one
sharp guy who, when Wal-Mart announces it's coming to town, goes around and
counsels the frightened local retailers. Basically, what he tells them is...
don't even think about competing with Wal-Mart on a head-to-head basis founded
on price. Instead, he tells them, they must start offering unique customized
products along with unique customized services. I go along with this
advice. However, for you, dear reader, I want to illuminate another idea that
can make the above advice perhaps 1,000% even more profitable!

What I want to impress upon you is... if possible... you
should endeavor to confine your selling efforts to...

Players With Money!

Why? First of all, it is easier to sell something to someone
with money. It's an obvious fact that person has the money to buy what you're
selling. If you've got a $500,000 house for sale, it doesn't matter how
appealing the house is if the family you're pitching it to has a pitifully low
total income.

But there's another fact you mustn't overlook. People with
money usually means they also have an important character trait most of
the "sheep" out there don't possess. Namely...

They
Have The Ability

To Make A Decision!

And... without talking it over with their spouse, their
lawyer, their CPA, or their mommy. Usually, people with money got their loot
because their lives are filled with independent thought and movement.
These people with a high Halbert Index also possess another rare commodity.
Namely... the ability to recognize true value. In other words, yes, it's true
these people are easier to sell than Joe Average but... only if you offer true value!