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Marketing Quick Tips
So You Want To Be An Expert Marketer?
Part 2
Trait #3: Be Specific: Your prospects fully expect you to claim that you're great. They expect you to say 'Highest Quality, Biggest Selection, Best Service, and Lowest Price.' Think about it, who ever heard of a promotion that said, "Our prices are high, our service is terrible, and our quality is marginal at best!" To set yourself apart from the competition, you must quantify all claims made into specific, compelling terms.
Instead of saying 'Largest Selection', say, "15,400 square feet divided into 5 showrooms, with over 5,220 items from 327 manufacturers, in 2,022 styles and 460 colors, in price ranges from $.99 to $27,000." Which do you believe more?
Instead of saying 'Qualified Mechanics', say "Most auto repair facilities have 1 or 2 certified mechanics. We have 11 ASE certified mechanics on staff with an average of 16 years experience - including 4 mechanics who have passed the coveted "L-1" test, and 2 who are double master certified." Where would you rather take your car?
Trait #4: See From The Customer's Perspective: If you've ever bought a diamond, you know how confusing that process can be. The problem is most people rarely buy a diamond, therefore most people have no clue how to judge a diamond's worth. They have to rely on the guy at the jewelry store to tell them. Don't worry that he'll say anything to make a sale because he's going to starve if you don't buy. He'll probably be perfectly honest with you.
A man that sold diamonds out of his home at wholesale prices straight to the public understood his customers' perspective ... which was "HELP! We know nothing and we're afraid we're going to get a raw deal!" He would sit perspective customers down in a nice, leather chair and explain to them the history of diamonds, from volcanoes, to mines, to cutting, to polishing, to wholesale buying and selling. He used a myriad of books, charts, and pictures. He explained exactly what someone needed to know about diamonds before making a decision. And oh, by the way, if they wanted to look at some diamonds, he had some of those, too.
His process was so disarming, and so educational, that he sold 80% of the people that sat in the nice, leather chair. Compare that to the usual jewelry store: where they shove 63 rings on you finger in 12 minutes and try to pressure you into buying the big, ugly, yellow one that has a huge commission because it's been in their inventory too long. The average jewelry store sells less than 10% of the people that sit in their cheesy, velvety chairs.
How could you incorporate this sales method to your businesses? Hint: it has nothing to do with a nice, leather chair.
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