"What do you really sell?" I was thinking about this as I sat in my
barber shop, waiting for a cut and a shave. This place was alive with
banter and chatter on everything from sports to politics. Perfect
strangers and some really close friends just expressing their views out
in the open. No chat rooms, no blogs to hide behind, just good old
human interaction.
As
I sat there, one of the barbers called me out - "what you gonna do
about our lack of customers, advertising man? The economy is killing
us. What do you suggest?" I cringed because I knew I was now exposed
and I had to perform.
"What are you selling?" I replied.
"Haircuts! Of course!" He screamed above the laughter.
Unfazed,
I stood up, smiled back and said in a loud voice, "Are you really? If
all you are selling is haircuts why should I come here?"
Instantly,
the laughter stopped and I continued, "there are plenty of cheaper
place with barbers just as good where I can get my hair cut. Why do we
come here?"
Turning to the rest of the customers, I asked, "why do you come here?"
Before anyone could answer, one of the single mom spoke up, "because I want my baby to see good black men interacting."
You could see the chests just puff up.
"See,
you think you are selling haircuts, we think you are selling something
else. An experience. I come here to talk and laugh and be myself. I
come here for home. Before I create any advertising for you - you have
got to realize why your clients come here. It isn't for just a
haircut," I said.
"I come to torture the San Francisco fans," hollered one Cowboy fan, the rest joined in.
"Don't forget the Steelers fans," another one aimed at me.
"Now,
if I do a flyer or a radio spot that talks about this being a hometown
style barbershop, then we can get some customers that will never go
anywhere else as long as you don't mess up their hair. I work with
clients everyday that thing they are selling some widget when they are
really selling themselves. How many folk in here eat at ABC BBQ?"
No hands go up.
"Why? Is the food bad?"
"No, the service sucks!" someone adds.
"Exactly,
the owner believes that she is selling BBQ but it isn't the food that
keeps you away. Her BBQ is good, but her staff's attitudes are nasty.
She is really selling service. You guys are selling an experience that
comes with a hair cut," I tell the barbers.
So, what are you selling?
There
are exceptions but for many of us in this forum need to be sure of what
we are selling - consultants sell trust or knowledge or expertise;
retailers sell quality or value.
I'm selling insight or at least I hope I am. So, what are you selling?
barber shop, waiting for a cut and a shave. This place was alive with
banter and chatter on everything from sports to politics. Perfect
strangers and some really close friends just expressing their views out
in the open. No chat rooms, no blogs to hide behind, just good old
human interaction.
As
I sat there, one of the barbers called me out - "what you gonna do
about our lack of customers, advertising man? The economy is killing
us. What do you suggest?" I cringed because I knew I was now exposed
and I had to perform.
"What are you selling?" I replied.
"Haircuts! Of course!" He screamed above the laughter.
Unfazed,
I stood up, smiled back and said in a loud voice, "Are you really? If
all you are selling is haircuts why should I come here?"
Instantly,
the laughter stopped and I continued, "there are plenty of cheaper
place with barbers just as good where I can get my hair cut. Why do we
come here?"
Turning to the rest of the customers, I asked, "why do you come here?"
Before anyone could answer, one of the single mom spoke up, "because I want my baby to see good black men interacting."
You could see the chests just puff up.
"See,
you think you are selling haircuts, we think you are selling something
else. An experience. I come here to talk and laugh and be myself. I
come here for home. Before I create any advertising for you - you have
got to realize why your clients come here. It isn't for just a
haircut," I said.
"I come to torture the San Francisco fans," hollered one Cowboy fan, the rest joined in.
"Don't forget the Steelers fans," another one aimed at me.
"Now,
if I do a flyer or a radio spot that talks about this being a hometown
style barbershop, then we can get some customers that will never go
anywhere else as long as you don't mess up their hair. I work with
clients everyday that thing they are selling some widget when they are
really selling themselves. How many folk in here eat at ABC BBQ?"
No hands go up.
"Why? Is the food bad?"
"No, the service sucks!" someone adds.
"Exactly,
the owner believes that she is selling BBQ but it isn't the food that
keeps you away. Her BBQ is good, but her staff's attitudes are nasty.
She is really selling service. You guys are selling an experience that
comes with a hair cut," I tell the barbers.
So, what are you selling?
There
are exceptions but for many of us in this forum need to be sure of what
we are selling - consultants sell trust or knowledge or expertise;
retailers sell quality or value.
I'm selling insight or at least I hope I am. So, what are you selling?
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Not to mention the fact that you got me thinking ... 
