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Need More Sales? It's about the value!
by Ron Tanner
Hurry, send out another email blast!
Let's have a sale, that'll bring them in!
Run more ads, bigger ads, LOUDER COMMERCIALS!
"HELP, I NEED MORE BUSINESS!"
Wow, enough already! I don't know about you, but I love it when advertisers scream at me to buy stuff. I immediately jump up and run out to buy from them, especially the big 3 auto makers. (More on that in a moment.) All of these methods have their place and can generate short-term results. Each one also has a significant down side.
Take this quick assessment of your marketing:
~Does your marketing serve more than a sales pitch?
~Have you taken a moment to think about, or ask just one of your customers how they feel about you and their experiences?
~Do your customers send in their friends?
~When was the last time a customer sent you a note of thanks for the great service and fast response to their needs?
If these things happen to you regularly, stop reading and go to the bank. Make another deposit. If not, read more...
The Email Blast- This is a wonderful concept, but it's over used and generally short on value. Even those who are supposed to be the experts, send too many, too often, with too little value. The design, topic, and timing are vital. Submit one or two items with real value and there's a chance for a take-away. If there's too much, I just delete it. (So do many others.) Too many items cause me to miss, or overlook, or avoid the value of a good idea.
Customer advice will help you create simple, easy-to-read, useful information. Links (Red Cross) to more useful information will add value. (Send me an email with your critique.) Yes, those of us who send you newsletters want you to contact us, visit our websites, or buy something. However, I will not wade through a bunch of crap to find one useful piece of info or a good value.
Having a SALE?- Now, this is not a bad idea. It can even be a great idea! But...not week in and week out. The auto maker's "limited-time-only Emloyee Discount Sale", which ended after a mere 3.5 months, is a great example of what not to do.
Here's the thing about reducing your prices in an extreme manner. What does it say about the value of your products, your service, and your company. It speaks to every aspect of the business? It reduces the value, attracts the price-driven buyer for this purchase only, and they wait for the next sale before they buy again. Now, that's a loyal customer!?!. Come on! You just lost your margin, spent money marketing the SALE, and were left with little or nothing to show for it.
Answer this; when will you ever pay full price for a new car from the "Big 3" again? They have spent 3 months reducing what little value they had left to expose their "look-how-low-we-can-go" marketing approach. Why not give me some gas money? I'll be right over!
Finally...more...BIGGER...LOUDER...SPAM! Yikes! There is absolutely no value in that! As a customer, I don't like you or your approach. I don't believe or trust you. And, I tell all of my friends.
Always give value first! It has a pleasant lasting impact with your customers. They will tell others, and you can't buy that. You earn it! The value keeps the margins up and the customers coming back.
If you have questions about your marketing, sales, or website; call me for a free idea or two. I'd love to help you with honest, no strings advice!
Slower, softer, simpler messages deliver value too.
Thanks for taking a moment.
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