HMA University – Wal-Mart Gold

Wal-Mart Gold is by far the most comprehensive training system ever created about getting your product into Wal-Mart and other giant retailers – including non-mass market stores such as grocery and gift stores.

We cover every aspect of getting in Wal-Mart and other mass retailers from “A to Z”. You will learn many years of insider and the sometimes secretive world of mass-market retailing.

  1. Scroll down and you’ll see the “Wal-Mart Gold System Audios”.
  2. Start with section one and work through each section, one at a time, in order. Before you know it, you’ll know more about getting in Wal-Mart and other mass retailers than 99% of all businesses in the world.
  3. Then, below the main system, you will see a section titled “Wal-Mart Millionaires Bonus Interviews”. These are the bonus interviews I did with other experts at getting in Wal-Mart and monster retailers — including consultants, vendors, and even a former Wal-Mart human resources director who knows the “inner” workings of Wal-Mart inside out.
  4. Click on the topic you are interested and enjoy!
  5. Finally, you will find the “Wal-Mart Secrets Resource” list, a PDF file below. This is a long list of websites, publications, and resources Joe talks about in the main system. It took Joe over 15 years to find and test all these different resources.

Audio Recordings…


Wal-Mart Millionaires Bonus Interviews.

I’ve been busy interviewing giants who have been able to get their products into mass retailers like Wal-Mart, Home Depot, Lowes, and more. I’ve captured their full story from the humble beginnings to success.

Listen as I dig out every step-by-step secret and method so you can get the blueprint to do it on your own. This is some of the most powerful information ever. Enjoy!

1. “How I Personally Sold 45 Million Dollars Worth Of Products To Wal-Mart and Other Major Retail Giants”.

Every product inventor, developer, and manufacturer dream of landing their product into retail giants like Home Depot, Wal-Mart and Target Stores. You have truly hit the big time when one of these stores takes on and succeeds selling your product.

But most believe this is a pipe dream only available for someone luckier than them. But not for my friend Joe. Joe has done it and you can learn how to do it too. So who’s Joe?

Joe has had many years of experience in the product development and marketing of consumer products to mass merchants like Wal-Mart & Target as well as with selling to independent retailers in many different distribution channels.

25 years ago he learned the inside workings of one of the world’s largest consumer products company as a product manager for Kimberly-Clark (the manufacturer of Kleenex, Huggies diapers, and other familiar products). After leaving Kimberly-Clark, Joe found his first company to manufacture and sell children’s products to retailers.

Over the last 25 years, Joe has founded and grown 4 companies. Two of them sold over $45 Million of products that he invented to chains like Wal-Mart, Target, and other retailers. He developed and sold 3 complete product lines consisting of hundreds of products to both Wal-Mart & Target and one year received the “Best New Vendor” award from Target’s Stationery and School Supply Department.

Within the children’s products company he set up a kids club promotion that got 900 stores and 900,000 kids to participate. The promotion resulted in an additional $145 Million is sales for the participating stores in just one year.

Joe also built and sold a mail order catalog company and a promotional products company. Joe also has extensive experience in other distribution channels besides retail.

You are about to hear Joe’s story and how he did it. It’s a wild ride so hang on tight. Look out Wal-Mart, your next big product may be supplied by the person listening to this interview now. Let’s do it!

Audio Recordings…


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2. “I Came To America At Age 15 And Now My Company Employs More Than 1,000 Associates With 5 Distribution Centers Around the Country Importing Flowers From Colombia And Selling Huge Volumes To Wal-Mart And Most Of America’s Largest Mass Retailers. Learn How I Did It”.

This is an interview that I did with a gentleman named Edgar who has been dubbed “The Latin King of Flowers.” Although he seems a bit embarrassed by his nickname, the success story that he tells will prove that it is quite justified and well-earned.

Born in Bogotá, Columbia, Edgar came to the United States as an exchange student when he was 15 years old. He was looking for good opportunities and wanted to live in the United States. He eventually settled in Miami to attend college and graduated with a degree in International Business and Management.

While he was in college, he started toying with flowers. A friend of his father’s in Columbia was a grower and exporter of flowers. Edgar began his career by importing small amounts of flowers from this farm. He would then go around and sell the flowers, mainly roses, to local flower shops.

His business really started to take off in 1985 when he hired an expert in the flower export business. His goal at this point was to really understand the business. He learned that, instead of selling small amounts of flowers to local florists, by importing large amounts of flowers and then selling them to large wholesalers, he could make more money. You’ll hear Edgar explain the step-by-step daily routine for importing and selling his flowers during this time. You’ll also hear some horror stories about how a good number of flower shipments were totally lost.

Throughout the interview, Edgar discusses the evolution of the flower industry and the many innovative steps that he took in his own business to have the best quality products and the most satisfied customers.

You’ll be especially interested to hear about Edgar’s successful partnership with Wal-Mart. You see, he bypassed dealing with Bentonville by partnering with a company that sold potted plants and that was already in Wal-Mart and several large supermarket chains. The floral programs he helped develop in conjunction with the Wal-Mart team were an immediate success for the large retailers.

Later Edgar sold his company to US Floral Products. However, he was given the opportunity to buy back the Bouquet Division when USA Floral Products went into Chapter 11 in 2001.

Listen as I probe for Edgar’s experiences and success with Wal-Mart:

  • He has set up an experienced and knowledgeable group of associates to specifically cater to Wal-Mart on a day-to-day basis.
  • He gives advice on how companies should work with Wal-Mart – what Wal-Mart expects and what you must deliver.
  • Why Wal-Mart is an excellent company to deal with.
  • How Edgar takes advantage of technology such as EDI with Wal-Mart to invoice and get paid.
  • What his philosophies are when dealing with Wal-Mart and other large retailers.
  • How his company participates in Wal-Mart’s commerce program, where orders are placed on Wal-Mart’s website and how deliveries are made directly to the end customer by Edgar’s company.
  • Edgar currently services approximately 900 Wal-Mart stores east of the Rocky Mountains and would like to reach out to the West Coast by opening a strategic regional facility.

This entire interview is packed with great information on topics such as import/export, innovations to the flower industry, business strategies, and how to be successful at operating a business dealing with perishable products.

It’s an enjoyable interview that I encourage you to take the time to listen to. Not only will you learn a great deal about getting your product into Wal-Mart and working with Wal-Mart, but you’ll hear the story of how a young man from a third-world country came to America and, with hard work and ingenuity, turned his passion for flowers into a multi-million dollar business.

Audio Recordings…


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3. “C’mon! It Can’t Be THIS EASY To Get Your Product Into Wal-Mart (And Become A Millionaire)… Can It?” (Ultimate Wal-Mart Selling Secrets).

Here’s an interview I did with a man named Lanny who is an expert on the topic of getting products into large retailers – especially Wal-Mart. During this discussion, you’ll hear the realities of getting a product into Wal-Mart based on Lanny’s experiences which span 15 years. Lanny’s education began as a sales rep for Proctor and Gamble. At the time, there were still many independent grocers that he dealt with directly. This was the best education Lanny could have received because, with the independent grocers, he was able to learn all areas of retail businesses.

You learn the two critical types of distribution methods for packaged goods: Warehouse and Direct Store Delivery (DSD).

The definitions of these distribution methods are important when Lanny explains why some companies prefer (or demand) DSD over Warehouse. The next definition, “Category,” is integral to the interview. Listen as Lanny explains what a category is in retailing and why good category management is essential to maintain good revenues. Additionally, Category Management is what enables small manufacturers to compete with large manufacturers in retailers such as Wal-Mart.

If you have a product that you would like to get into Wal-Mart or some other major retail outlets, you must do the following:

  • Have the manufacturing capabilities to supply your product to the major retail outlet.
  • Determine how your product can help the overall category.
  • You must know everything about the store you wish to approach and about that category.
  • Be able to prove that there is a glaring need in that category that is not being met.
  • Be able to give the buyer a compelling reason to buy your product (the product’s USP).

After leaving Proctor & Gamble, Lanny worked for Frito Lay and subsequently became a consultant to help retailers become more profitable by integrating more efficient systems in place. You can get your product into Wal-Mart. It’s not true that only major companies get into Wal-Mart. Wal-Mart has put processes in place to ensure that smaller companies can get into Wal-Mart.

However, every company must follow the business process. You’ll learn the seven best ways for people to get their products into Wal-Mart. You’ll hear about why it’s easier to get a food item into Wal-Mart than, say, an electronic item. Learn about Wal-Mart’s “Store the Community” program where Wal-Mart supports local vendors whose product have community appeal and exposure.

Hear how to get your product into Wal-Mart by presenting your product to the buyer as a potential Value Producing Item (VPI). You’ll learn what the VPI program is and how every buyer must participate in it.

Learn why the best and fastest way to get a product into Wal-Mart is if the product is environmentally friendly. Learn why Wal-Mart is concerned with the environment.


Audio Recordings…


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4. How I Got My Product Into Home Depot.

Here is a recording that will excite both investors as well as anyone who likes a good story. Get ready for an education in invention and marketing that you cannot get anywhere else!

John has been the inventor of many successful products. One, in particular, is a product named EasyGlide, which is basically a polymer that John had packaged into an aerosol can. When sprayed onto drapery or sliding door tracks, it facilitates the movement of the draperies or sliding doors by more than 50%.

He worked very hard and actually got his product into the giant Home Depot chain of stores, where his product’s price undercut all of the competition. It was and still is, a very successful product.

John explains to me that a large company that had almost two hundred products in Home Depot, had approached him to not only buy the rights to EasyGlide but to hire him at a handsome salary plus royalties to operate that division as well. John accepted their offer and, although his current salary is lucrative and his job is enjoyable, John wants to do something new and different.

You see, John not only loves inventions – he also loves to help people. For years, he has been approached by people who have invented products and want to know how to get that product into Home Depot or its largest competitor, Lowe’s. If John believes the product is right for the market, he becomes a consultant to the inventor, giving the inventor all of the tips and secrets that he knows to get the product into the desired marketplace.

The problem was that John always gives his information away for free!

One of his good friends and trusted advisors kept telling him that he had to stop giving this information away for free. In calling around for advice, he ended up calling me. John tells how his EasyGlide product came to fruition and new plans for the polymer in other industries. You will also hear about some of the other products invented and sold by John – and you’ve most likely heard of all of them.

In this recording you will hear me do a consultation with John, asking him what ideas he has about what he wanted to do with all of his experience.

As I ask John what specific questions people have asked him (it is mainly, “How do I get my product into Home Depot?”), it occurs to me that the answers to all of these questions would make a GREAT information product!

Listen as I give John some ideas about what his information product could consist of and how he could generate leads and market it. We also discuss how I could help him to actually develop his information product with audio interviews and perhaps copywriting for sales letters and written content. I also give him some ideas about pricing the product.

John digresses to an incident experienced by one of his mentors, the actual inventor of the vice grips sold by Sears/Craftsman and several other stores. Listen to how this unfortunate gentleman actually lost the rights to this now popular product and only received a pittance for all of his hard work.

Even though John was aware of what had happened to his mentor, John actually got into a similar situation with a key-based product that he had invented and produced. He got involved with another company who contracted with John to sell them millions of this product. Listen as John explains that he now believes that they had absolutely no intention of paying for the products. Instead, they offered to buy his company. John refused and the result was that they went to court. You’ll hear how this large company tried to settle with John and how John refused. John’s story is a lesson in itself in what to look out for when doing business with big, ruthless companies.

Going back to an information product for investors, you will hear me explain how this type of product could be immensely successful because of all of the people who have patented inventions and would give an arm and a leg to know how to market their product to giants like Home Depot.

You’ll hear my best advice about how John might market his information product, including conducting seminars versus other types of lead generation techniques without having to travel constantly.

As John tells me of some of his recent experiences helping other inventors package and market their products, another idea comes to mind. Perhaps instead of creating an information product, John should become a consultant as an expert in the field of successfully marketing new products. You will hear my ideas and advice about how John could have a fun and lucrative business as a consultant. How about combining consulting with an information product? With all of the high-powered contacts that John has in several industries, what a perfect business this would be!

At first, John is doubtful that his knowledge is worth anything. But as we talk, John starts to realize that he is undervaluing his services and needs to start charging for his work and advice. John definitely sounds excited, wants to think about it and promises to call me back about where he wants to go from here. John needed to go over his contract with his employer with a fine-tooth comb to make sure that being a consultant or developing an information product would not go against any provisions in the contract.

Unfortunately, I never did hear from John again. My educated guess is that, after looking into his contract, John probably found that anything he develops would be owned by his employer.

Although the outcome of my interview with John is unfortunate, I must say that the interview, itself, will make you realize many things about inventing, marketing your invention to large companies, selling the rights to your product to large companies, and I hope that the mistakes made by John as well as his fellow inventors will help you to be aware of the good and the bad things to look for on your road to success. Enjoy!

Audio Recordings…


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5. Discover The Amazing Winning Secret To Selling To Wal-Mart Many Will Try And Most Will Fail. Why? Because To Sell To Wal-Mart You Must Have The One Ingredient That Most Manufactures Are Missing…A Buyer On Your Side!

Here’s an exclusive interview with a Wal-Mart consultant named Richard G. With over 35 years of experience, Richard and his team provide business development consulting services to international manufacturers who want to enter the US market.

Richard also works with domestic manufacturers to enhance their business either by finding new channels of trade or finding better ways to communicate their company’s message.

Richard has helped his clients sell their products to America’s mega-retailers such as Wal-Mart, Kmart, Toys-R-US, Kroger, Safeway, and CVS.

You’ll learn the best ways to work with the buyers at Wal-Mart and about one little-known pricing strategy that will help you get your product in before your competition.

Hear the dirty little secret why Wal-Mart buyers only work with companies who already have successful, proven products.

If you’re a manufacturer and you’re worried about damaging existing sales with your other customers, don’t worry too much. Richard will show you how to keep these customers and still be able to sell to Wal-Mart.

You’ll hear Richard explain why distributing your product to Wal-Mart is a smart way to build brand equity in your product, even if you make very little profits.

Richard gives other important advice like:

  • How to understanding both the potential supplier’s corporate culture and the retailer’s corporate culture and how it will let you know what to expect before a sale is made.
  • What the true role of the ambassador is and how to ensure that there will be no surprises during final negotiations.
  • How to get the attention of a buyer by quoting revenues rather than unit profits.
  • How to learn what motivates buyers to accept or reject products.
  • How use licensing to increase the sell-through for your products.
  • What an importer should keep in mind with regard to ports of entry in the United States.
  • Learn ways to ensure that the retailer will receive your products in a timely manner.

This interview with Richard is packed with valuable information. It contains years of trial and error and a wealth of understanding for anyone who is considering getting their product into Wal-Mart or any of the other large mega-retailers. Listen and Enjoy!

Audio Recordings…

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6. Free Recording Reveal 11-New Ways To Make Huge Amounts Of Cash Selling To Wal-Mart… Even During A Recession!

Wal-Mart is the world’s largest retailer and I’ve secured an exclusive interview with one of the foremost experts on Wal-Mart. His name is Michael. Michael is an international speaker, author, and writer. He’s worked in Bentonville, Arkansas for Wal-Mart as the director of people for the headquarters office where he worked daily with Sam Walton.

Previously to Wal-Mart, he worked for PepsiCo’s Frito-Lay division in the sales organization and headquarters staff assignments. He has experience as a turnaround specialist who’s participated in several business turnarounds. He has appeared on CCN, CNBC, FN, CBS, National Radio, Bloomberg’s TV. He is considered the authority on Wal-Mart. The giant retailer’s own public relation department has referred Bird Dog to interviewers who are interested in gaining insight into this massive company. He recently completed his second book entitled, The Ten Rules Of Sam Walton: Success Secrets From Remarkable Results.

This two-hour interview is going to give you an edge over your competition to show you ways to understand Wal-Mart, to give you a competitive advantage on pricing strategies and marketing strategies in selling your product into Wal-Mart. I hope you enjoy it. We’ve got a lot to listen to. Let’s get going.

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7. The Only Web Site And Resource You’ll Need To Get Your Products Into America’s Largest Retail Stores

Barney and I discuss many other topics, such as outsourcing and how it can be dangerous to US companies. You’ll want to listen to the entire interview so as not to miss any crucial details.

The bottom line is that, in our growing Global Economy, US manufacturers cannot afford to only sell their products in the US. Exporting products to other countries will soon be a necessity.

Everything you need to do importing and exporting can be found on It could be time for you to investigate what other companies are doing in the way of trade and how you, too, can get involved.

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8. How To Use Master Brokers To Get Your Product Into Wal-Mart And Other Large Mass Retailers.

In this interview with Bill, you’ll hear about an alternative tactic to get your product into Wal-Mart, Costco, Kroger, or any of the other mass merchandisers in the US. Bill refers to himself as a “scout” but his expertise is in dealing with Master Brokers. He scouts for product opportunities. When he finds a good product, he contacts and hires a Master Broker to try to get the Master Broker to pick up the product as a project.

A Master Broker represents you and your product and lobbies mass merchandiser purchasing agents to get your product into their stores. Bill explains that there are less than one hundred Master Brokers in the US at this time and that each Master Broker specializes in one category, such as dietary supplements, produce, etc.

Bill explains that a common misconception of manufacturers is that they believe that their own product will, indeed, sell. The truth is that, when approaching a single mass merchandiser, the supplier has a 1% chance to get their product into the store! Bill goes on to explain that if your product already has to advertise AND you are being represented by a Master Broker, that you have a 90% chance of that initial 1% chance to get your product into the store. Further, if your product does not already have to advertise and you do not have a Master Broker, you only have a 1% chance of that initial 1% chance to get your product into the store. Yes, it’s a bit confusing but suffice to say that the chances are slim that your product will be picked up by any mass retailer.

So what does a Master Broker do once he accepts a product? Master Brokers have sub-brokers all across the US in different regions. These sub-brokers specialize in lobbying purchasing agents of mass retailers. If a product is approved by a retailer’s purchasing agent, the Master Broker makes a commission and pays each of his sub-brokers a commission.

The advantages of using a Master Broker are many:

  • The Master Broker and his sub-brokers do research and develop a marketing plan for your product.
  • Since multiple sub-brokers under a single Master Broker are working on your behalf, the marketing plan is easier to maintain than if you hired many different brokers.
  • Once a Master Broker approves a project, your product gets immediate exposure to every mass retail chain in the US.
  • When a sub-broker deal with a purchasing agent, most often, the purchasing agent is already familiar with the sub-broker. Thus, appointments to present products occur more quickly and are more organized because the purchasing agent knows that the sub-broker has done his homework and is ready to do business.

To give a complete picture of the process, Bill gives us a case study of a product that he was able to get into the mass retailers – an energy bar. It already had to advertise but the manufacturer was having trouble selling them. The manufacturer approached Bill and asked if he would pick up this line of energy bars. They had an expiration date that was approaching and they needed to be sold. Bill obtained samples and determined the margins on the product because the product must meet the pricing points.

Bill goes on to give an example of what would happen next. Bill would find a Master Broker to take on the product. So, if the sales price is $1.99 and the wholesale price is $1.20, the Master Broker would buy the energy bars for 25% less than the wholesale price of $1.20. Then the Master Broker would go to a mass retailer to sell each energy bat for $1.20 and tell the retailer that the sales price is $1.99. Without the right pricing, the Master Broker and his sub-brokers don’t make anything and the product cannot be sold.

Mass merchandisers such as Wal-Mart want your product to already have to advertise because it will have product recognition. As Bill says, they don’t want your product to get lost on the shelf. Additionally, Wal-Mart gets free advertising when you are advertising on TV. All Wal-Mart has to do is provide a tag to buy this product at Wal-Mart. Bill refers to new products (new to the marketplace and not yet advertised) as “pioneers.” He prefers to deal with established products and finds it very difficult and time-consuming to represent pioneer products. Of course, Wal-Mart’s buyers consider any product an opportunity so they will listen.

Once your product is in just one of the major mass merchandisers stores, an Information Resources, Inc. (IRIS) report will exist for it. An IRI report tracks your product’s sales and other retailers will look at your product’s IRI report. The advantage of having a product with a good IRI report is that you can show that IRI report to purchasing agents of other mass merchandisers when trying to get your product into their stores.

We go on to discuss how much capital is necessary to deal with one of these mass merchandisers. Listen as Bill gives advice about going to a bank to finance the production of the large quantities of your product that you will be expected to produce for a mass merchandiser and how a purchase order from Wal-Mart, Target or any mass merchandiser is as good as gold by the bank Bill recommends.

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