There is always something positive and aspirational that can be shared with your customers.
We need to get past the low bid mentality.
The message ought to remind people that a professional installation is important. That great quality will enhance the overall project with improved appearance and the apparent attention to details. We should drive home the idea that not all installations are equal, and that low price, while desirable for cost control, does not fulfill the client’s requirement for appearance, and for the image that they were initially wishing to convey. A marginal installation nullifies some of that message. Therefore the outcome is a compromise. The client does not achieve their intended goals. Often they give up thinking that it wasn’t possible.
We need to get past the low bid mentality. We need to address the unfulfilled goal mentioned. Our attention should be upon reaching the end user and also the designer. Both are intent upon the outcome and less upon the cost. Cost must be continually addressed, but it ought to maintain its appropriate place in the transaction. Achievement of the design and conceptual goals that first launched the project must supersede that. Only after we have determined that the process will achieve the intended aspirations of the owner can we focus upon the costs. If a cost does not achieve its intended goal, then why bother to expend it?
There are a lot of opportunities to share information with your client base that will help the customer to get to know your organization better. My role is to fulfill that information sharing in some of those instances. My purpose is to bridge indifference and to get the customer thinking positively about you and your firm.
There hasn’t been a ground swell of interest in my writing and photo business so far. That’s okay with me though. I am just trying to find a good way to use my talents without getting into a big commitment of time or structure in my life. I like the idea of writing and helping some smaller companies to achieve their goals – especially profit goals – but I understand that they are not likely to be looking on the internet for solutions. If I’m going to impact their business I’ll have to get out and sell. To a lot of people that might be off-putting, but I like selling and meeting people. What I am not totally sure about is my own commitment to getting that business. How much business do I want to deal with? I am pretty confident that I can sell the concept and am comfortable with the sales effort, but I do tend to sell to much. Once I start I’m afraid that I’ll feel like lightening up. So I need to get my thoughts straight and a strategy in place. As the title here states: “What Do I Want?”
As I suspected, this website is a sort of touchstone. A place were I can explain my thoughts and perhaps demonstrate some proficiency, but by itself it won’t close deals.
I have been contemplating the technical specifications and instructions that come with many product devices. It seems that a high percentage of those documents have been written be someone with intimate knowledge of the product, but with little consideration of the end user- their customer.
Wouldn’t it make sense to have someone write this information in a form that the user can readily understand, while consulting with the technician, so that it is both clear and understandable, while at the same time technically correct?
Also, why not use better paper, large enough to allow the customers to read easily? Not every customer has young eyes.
A highly polished marketing plan is wonderful – if it is affordable. What matters most though is getting the story of your business out there. Tell the customers who you are and what you hope to accomplish. Be sincere and comfortable with those who you hope to reach. Touch their hearts as well as their minds if possible.