ForumsAdvertising, Sales and Marketing

val_cards,

May I call you "card?" Joke.

I am not that different. We all have something that we feel is worth the price we pay and are willing to pay that price. I did not say I don't get a discount at the clothing store, I said I didn't want this store to use it. The owner gives me a nice discount because of the volume and the amount of time I have been a customer. Would I prefer to have him give me your card and get the same discount as everyone else? No.

I like the exclusivity of this store. I love the service and I think the clothes look good on me. I feel that if he was to accept the card it would diminish the value I place on the store. And remember, he does give me a nice discount.

Now, to the owner of the store, the question is - do you risk devaluing how I see his store to attract a couple more folks who may or may not like what he carries and the prices he is charging? I don't know. I am only one customer but he has been in business for over 10 years with a very loyal group of customers.

The same is true for the fine dining places I like. I think it would do something to the experience if they took a discount card. I know I am not using it on my anniversary.

Advertising should build and strengthen your image. All I was saying is that to me, the card is not right for every business. Nothing is. And I would say something to the owner of the clothing store if he does.

This is of course how things are currently.

A few weeks ago, I was upset at the lack of business I was recieving.

A few weeks in the future, it will probably be the other way again.

I guess it really is about trial and error, and trying to implement new ways of already established results that have worked in the past.

With the state of current business, it is best to stay focused and clear about what your business goals truly are, and try and stay the path, yet searching other ways to acheive the same results.

And that is a decision ever business owners have to make. And I admire and respect that.

The things I said in my response to you are the insights we as business people tend to over look or discount. But why not accept them, and find a way to use them? How would you approach a high-end shop about your product, knowing there are customers like me out here? If you can't overcome the objection, move on. Some folks will not be sold. But knowing that there are people out here that are driven by more than a discount gives you a better picture of why things work or don't. It is part of the shaping of your message.

I saw a commercial for one of those rent to own places today and it got me to thinking - what if they changed their message to stress that in the absence of layaway in retail, use rent to own as a form of layaway? Think about how that changes the perception of the company?

I think one of the things that we are missing is that not everyone is looking for the same customer. I have competitors in my field that stress price and that theirs is lower than mine. I feel the people looking for a lower price are price sensitive.

I am looking for the people that are more aware of quality and service and don't mind if the price is a few dollars higher. Many times I have my customers say that even though my prices are a little higher, they are glad they bought mine due to the quality and customer service to back up the product.

It is also my feeling that most people want something special and exclusive. I try to provide that product in my category. I also feel that if by selling a few less items at a higher price, I make more profit per unit. I still have to move a lot of units but not as many to stay afloat as my competition.

As far as selling goes, I do not like the in your face selling tactics like the above person. Nor do I like the hit and run sales person. I want to know the story, why do you do what you do, what got you motivated to do it on your own. I like to have a relationship with whoever is trying to sell me, not feel like I am just another number on their spreadsheet.

Jim

Really for a business to be successful it must be pro-active in its marketing approach.

A business without a well thought out and planned marketing strategy is sure to fail.

So when it comes to business, if you do not market correctly, your business will not survive.

So I guess the "advertise or die" is quite an accurate analogy.

Great topic and great reply's on this subject, we do advertise with direct mail, and have a e-mailing campaign for our website. but what do say to a potential customer, and I quote (Even though you promote yourself as a way to grow the business, we don't want any form of advertisement whatsoever. My company is looking for additional work, not for others to try to suck up money we haven't even earned yet.) any advise on this.

David C. Lopez
DCL Graphics

dclgraphics,

Great question. Some clients are not ready mentally or financially to row their business. It is important to recognize which prospects are viable or not.

But if you want to address that comment, I would actually say:

" We are a small business also, and I understand the challenges. I'm not trying to sell you something you do not want but how are you going to grow your business without attracting new customers? Word of Mouth will take you so far and having a website helps but you are going to have to find a way to get your name out there. Here are some things that you can do for yourself that might help you grow your business (and give them a short list of things they can do). If you have any questions or concerns feel free to give me a call - I am happy to provide information at no charge. Hey, we are all in the same position."

And every two weeks or so I would call to check on them to make sure they don't have any questions, but you have to let them come to understand why they need to advertise on their own. You cannot force people to buy or use a product or service - you can present the information and what they do with it is up to them.

Learn to sell better. Add information to your website addressing the potential hurdles your customer may have. Write a blog or column on your site that educates and informs. You can even do an electronic newsletter or a direct mail newsletter. The better educated prospects are the less selling you have to do.

Thank you for asking this. I don't give up on potential clients that I believe I can truly help, I just try to find new ways to do it. I hope that helps.

Thanks again.