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InthecaseotheVallejuelosthecustomerslovedthemandsohebroughtthemintothestoreanditsapracticeherepeatstimeandtimeagain.Healsoocusesonkeepingpricepointslow.Youcansellalotogoodcigarsinthe5-to-6rangehesays.Iits8to9youmightnotgetpeopletotryitletalonesellit.Itsuptothecigartobedecentorthemoneybutpeoplearemoreinclinedtotrycigarsinthelessexpensiverange.WhileNicolettiisabigbelieverinthei-you-build-it-they-will-comeaesthetichehasemployedsometraditionaladvertisingintheyellowpagesandinonlineandcableTVcommercialsshownaroundmale-orientedshowstomakesurepeopleknowaboutthestorethehumidorandthesmokinglounge.Peoplecallbecauseotheadstheydefnitelybringinbusinesshereports.AlthoughhesensesthatthepaidadvertisingpaysoNicolettisaysitseectivenessishardtotrack.Youhaveanadvantageinthetobaccobusinessinthattherewontbesixstoreslikeyoursoneveryblockhesays.Iyouwantacigaryougoonlineandfndthestoreclosesttoyou.Youraddoesntneedtoproveyourethebestdrycleanerorthebestplumber.Youjusthavetoadvertiseyourpresencesopeoplewhoarelookingcanfndyou.Hisapproachtoin-storeeventsissimilarthereturnontheinvestmentisntentirelycleartohimandhethinkswordomouthisequallyinotmoreeective.CustomerswillcomeinortheSuperBowlandMarchMadnessbecausetheywanttobutplanningspecialdinnerswhichwestilldooccasionallyistoughbecausehalthepeoplewhosaytheyllcomedontshowupandthenyourestucksoItendnottomakeitormalhesays.Nicolettiprideshimselonbeingabletoknowhisclienteleaswellasheknowshisinventorybutsometimeseventhishunch-mastersmojorunsaoul.IvetriedtosellsomethingsthathaventdoneaswellasIdthoughtheadmits.Glasswareknivestheybothellat.Maybetheredbeatinybitointerestbutoverwhelminglyithastobecigar-related.TheyoungercrowddoeslikeglassandmetalpipesIdoanicechunkobusinessonthembutthatstheonlythingthatseverworkedthatsnotrelatedtocigars.Old-ashionedsignsshavingkitsgamblingstunonedoeswellenoughormetowanttokeeptryingtosellit.Whatheknowsworksistreatingthecustomerright.Andorasmallshopthatdoesnthavethemarketingoradvertisingbudgettocompetetoe-to-toewithlargechainsNicolettireliesonapersonaltouchtomakehiscustomershappyandencouragesthemtospreadhisgospel.Andithatdoesntworktheresalwaysthehumidor.Customersliketobeupcloseandpersonaltotheproductinsteadodealingwithslidingcasestheylovetobeinsidetheroom.Themorecigarsyoucancarrythebetteroyoullbe.Thesedayspeoplearetryingnewcigarsitshaltheun.Itsnotlikecigaretteswherepeoplesmokethesameproductallthetime.Peoplehaveavoritesbuttheylltrysomethingnew.Whentheyseeahighlyratedcigartheywanttotryit.Itdoesnthurttohavemostothebrandspeopleaskyouor.Iyoucanopenyourstoreanywherefndaplacethatswarminthewintermonths.JanuarythroughMarcharebrutalinthecold-weatherstateswhichmeansyoulldoonlyone-thirdtoone-halyournormalbusinessduringthattime.WhenIfrststartedoutImadecontactsatthemajormanuacturerslikeGeneralCigarandAltadis.Youcouldfllupmosthumidorswiththeirproductsalonebecausebetweenthemtheyhavejustabouteverything....IyouthrowinArturoFuenteyoucouldstartashopwiththosethree.Astheboomdieddownandeveryonehadtheirowncigarssomesmallernewercompanieshadgoodreputations.Idreadaboutthemandeitherpickuptheoneswiththehigherratingsandgivethemashotormycustomerswouldaskorthem.AnexamplewouldbetheAcidcigarsromDrewEstate.IoriginallywonderedtomyselWhodsmokethatbutnowIcarry15dierentonesandtheyallsell.TOB68ThBnfiTsofdrTisinglssonslrndlisTnToyourguTndyourCusTomrssomTipsfornwCigrshopshaveaa-.Teeteee.lcatcat.howTosToCkmonsTrhumidorweettatTOBACCOOUTLETBUSINESSMAYJUNE2011