Every business is selling something – products or services, or both.
If you believe that the product or service is all that matters, then all of the businesses that invest in clean and bright showrooms, nice furnishings, and that sort of thing are wasting their resources. Really, I can’t imagine that many would think that.
The things mentioned, like a clean and bright showroom, are meant to convey an image to the potential customers. Design details like color and open spaces is used similarly. These are background for the sale, but they obviously matter.
If these things are so obviously important, think about how you are conveying information to the customers. Does word of mouth leave the customer with enough? Is the sales person covering the concerns of the customer related to your product or service in a way that the customer can relate to and draw comfort from? Is the customer even engaging a sales person when they come to your place of business?
In a large way you are probably missing the opportunity to engage with some, or many, of your customers. Some are interested in buying, but they don’t want to get involved with businesses that don’t care about them. Some just need better information to move them to buy.
There needs to be a smattering of details about your business that lets them know your values and lets them know about the specifics of products. Let them leave with something in their hand. Something to read and contemplate over coffee the next morning. Close the sale quickly if that’s possible, but also give the customer something to learn about you and your team, something to make them feel like they’ve made the right decision to buy from you. Something that will make them come back again and again.
Some of this can be done with paper based information, but more effective will be a digital presentation either from the web, or even on a thumbdrive. Giving the customers more than expected is just plain smart. How can you use these thoughts in your own business?
Just two years ago we were living in Indiana and I was shopping for a new camping trailer. One of the RV dealers caught my attention with their use of YouTube to show the units that they have on hand. They dealt with used RV’s primarily at that time, so there was a need to showcase each unit specifically, in order to demonstrate its condition, cleanliness, and unique aspects like low mileage etc.
I thought that they did a great job. Today that business has greatly expanded. They are now promoting several new lines of RV’s. And they still use YouTube to market their inventory.
Here are a few things that I like about this approach.
The videos are short, but through. Each one uses a similar format so the viewer can develop an expectation of what will be shown and talked about. The person shooting the video also does the narration, and importantly does not get into the video except for the voice. The product is the focus, not the salesperson. I think that that is key!
The dealer used the YouTube text box to give details about the sale price contrasting it against market value, about financing, and how to make contact with them.
I think that they did an incredibly good job in each seven minute video.
If you sell products that have a high unit value, would this work for you?
I’ve become a little more fired up about this part of my business lately. I seem to go in waves. Until recent I’ve been writing in my two books that are in progress and that ought to be published yet this year. I think that I get a little burned out on any one subject after thinking about it for too long. Sometimes the subjects need to simmer in my subconscious for a while, then I’m ready to get back to them and move the story along. For that reason I need a few things going at the same time when they involve multi-week commitments of my time.
Working on this website and the ideas that I postulate here is a little different. The ideas are more succinct and the businesses involved don’t have stories that go on for hundreds of pages. So focusing on these considerations can be intense and through without wearing a hole in my mind.
I particularly like to postulate a thought and then to explore it. To meditate about the various ways that a method can be used to move the business forward in term of communications with the customer base. And better, to introduce thinking to that group of people about an improvement in their way of life or a way to think about aspirations and how those aspirations can be addressed through doing business.
Whatever is postulated for the customer to reflect upon, it brings them closer to you, and that’s what you want. That tends to close out other businesses and create a closed loop for your own business to thrive within. It’s good stuff to think about over a cup of coffee.