This is one of my favourite expressions when I'm letting someone fabulous know they are keeping their Thing a secret UNTIL clients work with them.
Here's the scenario...
You have something brilliant that you sell—let's call this your 'Thing' :) —but instead of putting it on display in your shop window, you put together a nice enough window display of what you're good at instead. It's not a terrible window but it's no Harrods at Christmas time—more a so-so high street shop. You know you're selling top drawer when you get to work with clients, but you've just gone for the 'safe' window display so as not to offend...
Now when (if) people do come into your shop—and let's be honest some will just walk past with that so-so window display—they might have a browse... but probably leave with nothing.
Or if they ask for help you'll have a chat with them and find out what they are looking for and if you know you have exactly what they need but it's 'under the counter' you might then mention it, but no-one actually knows about it.
I know it makes sense to save your really good stuff (after all, it might sell out!) but how is anyone going to know about it if it's not on show in the window?
I see this happening all the time—when people work with clients, they are brilliant! Doing their Thing like the fabulous business celebrity they are. But that's the thing... they only get to be brilliant when they HAVE a client. What about the getting?
It's going to be a lot easier to GET new clients if they can see your brilliant stuff.
And if it sells out, then be OK with that—it's what I call a 'quality problem' (which can easily be solved by putting up your prices, or having different levels of what you sell, or licensing your Thing, etc.)
Your Thing should not be out in the back room or under the counter; it need to be slap bang in the middle of your shop window so that EVERYONE who walks past and likes the look of it can come in and buy it. Don't save your best stuff for the people that persevered and came in on the off chance, and had the courage to question and ask and maybe (just maybe) got offered the good stuff after a lot of effort.
Your Thing needs to be in its spotlight, centre stage in your shop window and if it sells out it sells out. I am sure you won't really mind if you're so popular you become in demand? Would a waiting list be a bad thing?
Just something to think about when you set up your 'shop'...
PS. If you are going to keep something under the counter, this is where you keep surprise bonuses that add to your already brilliant Thing.
Want to talk more about this?