Well there's only 2 days to go before I set off for a week in the sun, and I'm as excited as a Labour MP with a second mortgage. None the less, there's still time to chime in with this week's words of wisdom. There won't be any next week, as I have learned that wisdom counts as excess baggage, and I'm trying to keep costs down.
A lot of companies like to think about their USP, or Unique Selling Point. It's an important thing to consider, because a lot of your potential customers will want to know what makes you so special. If they've been happy with their existing supplier for any period of time, you have to ask yourself why they would switch over to you.
The problem, in many cases, is that people don't give this question enough thought. Where they fall down is on the first word - UNIQUE.
"We've got great customer service". Wow! Really? That's amazing, because just last week one of your competitors called to tell me that they hate all their customers and regularly spit in their onion rings.
"We always return phone calls." Fantastic. I can't remember the last time someone called me back, especially when I left a message telling them I had a massive order for them.
"We've been in business for nearly eight years." What do you give on an eighth year anniversary? I just looked it up - it's pottery. I suppose it's a good excuse to send out a mug but seriously, SO WHAT?!?!?!?
These things are not unique. Certainly they have a place in a sales pitch. If you're proud of your customer service then you certainly should share that with people. Better yet, get the customers themselves to share it with people for you, and you get to expand your sales force for free.
What makes your company unique? YOU. Your's is the only company that employs you. No other firm can offer your committment and creativity. No other firm can be as excited to work for that new client as you can. Now you might say that it's a little arrogant to think that it's you that makes your company special, but I don't agree. There's nothing wrong with being both confident in and proud of your ability. It's how you got the job in the first place, and in the current climate, it's how you're keeping it as well.
I enjoy what I do here. I get to work with companies within a multitude of industries and on a daily basis, I get challenged to come up with a new idea. My clients are paying for MY skills - not Merchandise Mania's, but MINE.
So the next time a potential client challenges you with "So what is it that makes you lot so special?", you'll know what to say - "Mine is the only company to have the foresight to employ me, so shouldn't you do the same?"
Arrogant? Perhaps. Confident? Defintely. Effective? Absolutely.
Have a good couple of weeks in business and enjoy the Bank Holiday too.
Thursday 21 May 2009
Thursday 14 May 2009
You Can't Put a Price on Happiness
Actually you can. In fact, armed with nothing more than a calculator and a twisted sense of morality, you can put a price on just about anything.
It may seem somewhat harsh to suggest that you can put a price on someone’s emotional state but what marketeers are most interested are people’s feelings. That flashy new sports car will make you feel good. That new aftershave will make you feel sexy. Red Bull never actually gave me wings, but on many occasions it did make me feel energized. Unless I drank three in a row, in which case it made me feel dizzy.
Now what inspired this blog was something that happened here in the office a couple of days ago. Recently we sent out a selection of gifts to some new potential customers. One of those gifts was a mobile phone stand that you put on your desk. It’s quite a snazzy design that really needs to be seen in the flesh to be appreciated. If you’d like a sample – just ask.
So someone receives this sample and is very excited about it. She instantly loves this product. Now that first part is important – we’ve created an emotional response – we have someone who loves the product and is excited by it. Now we move on to phase two:
“We’re delighted about how you feel about that product. Just imagine if you could provoke the same reaction in your own customers, how would that be for your business?”
Now we all know what her answer is don’t we? It’s a loaded question. We don’t just send out random gifts to people because we’re all such lovely people. I mean we are lovely people, but that’s not the point here.
So then comes the burning question – how much? The good news is that this particular item is on special offer for the month of May and the price is now just a little over £3.
And that’s when it all goes South.
She’s planning on buying 1000 of these and £3 is just far too expensive for her. STOP!!!! Back up a few paces here. You’ve got the opportunity to get 1000 of your customers feeling good about you. You’ll either open new doors of communication or at the very least you’ll maintain those which are already open. You’ll be in the strongest position to introduce new products and new services. Your customers will be ready, willing and able to spend money with you……..and all of this will cost you only £3 per head.
And yet £3 is too expensive?
I’ve preached on and on about the power of focussed, targeted marketing campaigns which will do more for you than any random advert in a newspaper or magazine. It costs less and makes more – what more do you need to know?
So can you put a price on happiness? Yes you can – right now it’s about £3.
It may seem somewhat harsh to suggest that you can put a price on someone’s emotional state but what marketeers are most interested are people’s feelings. That flashy new sports car will make you feel good. That new aftershave will make you feel sexy. Red Bull never actually gave me wings, but on many occasions it did make me feel energized. Unless I drank three in a row, in which case it made me feel dizzy.
Now what inspired this blog was something that happened here in the office a couple of days ago. Recently we sent out a selection of gifts to some new potential customers. One of those gifts was a mobile phone stand that you put on your desk. It’s quite a snazzy design that really needs to be seen in the flesh to be appreciated. If you’d like a sample – just ask.
So someone receives this sample and is very excited about it. She instantly loves this product. Now that first part is important – we’ve created an emotional response – we have someone who loves the product and is excited by it. Now we move on to phase two:
“We’re delighted about how you feel about that product. Just imagine if you could provoke the same reaction in your own customers, how would that be for your business?”
Now we all know what her answer is don’t we? It’s a loaded question. We don’t just send out random gifts to people because we’re all such lovely people. I mean we are lovely people, but that’s not the point here.
So then comes the burning question – how much? The good news is that this particular item is on special offer for the month of May and the price is now just a little over £3.
And that’s when it all goes South.
She’s planning on buying 1000 of these and £3 is just far too expensive for her. STOP!!!! Back up a few paces here. You’ve got the opportunity to get 1000 of your customers feeling good about you. You’ll either open new doors of communication or at the very least you’ll maintain those which are already open. You’ll be in the strongest position to introduce new products and new services. Your customers will be ready, willing and able to spend money with you……..and all of this will cost you only £3 per head.
And yet £3 is too expensive?
I’ve preached on and on about the power of focussed, targeted marketing campaigns which will do more for you than any random advert in a newspaper or magazine. It costs less and makes more – what more do you need to know?
So can you put a price on happiness? Yes you can – right now it’s about £3.
Thursday 7 May 2009
Do You Believe in Yes or No
Well, it looks like Spring has come and gone. In case any of you missed it, it was last Sunday and Monday. The weather does little to lift people's spirits and coupled with how generally quiet things are in the business world, I'd like to congratulate you on finding the courage to get out of bed and face the day.
The trouble is that those people who carry on preaching doom and gloom seem to be oblivious to the fact that they are actually adding to it. Having a positive mental attitude is not a cliche - I just took a sales call from a young lady who was upbeat and ready to answer my questions. She is someone who essentially believes in YES.
It's easy to spot these people - they're the ones to whom you actually do say YES. Conversely, it's not difficult to work out those people who believe in NO.
So how do you shift your beliefs? It's really very easy. The next time you're about to ask someone for something, be it a favour, a sale or even a raise, tell yourself that the person you are asking is going to say YES. Remove any doubt from your mind. No matter what you already know about this person or their situation, fix it firmly in your mind that this person is going to say YES to you. Better yet, make the prospect of them saying NO inconceivable.
If you're someone that forms an opinion on the outcome of a conversation before you have even had it, then it might be a good idea to practice first. Think of a small favour that you could ask of a friend and as you ask them, make a note of your tone and your body language. Pay attention to the words that you use and how much time you give to your friend to ask you questions. Remember, before you even start you have to believe with all your heart that this person will say YES.
For an added bit of fun, try doing the opposite as well. Try approaching someone whom you know will say NO to you and observe the changes - you'll be pleasantly surprised.
Marketing works in very much the same way. If you don't truly believe that your product is the best thing since sliced bread, your message will reflect your beliefs. The true measure of your product is the value that you can add to it. There's no point competing on price alone - someone out there will be cheaper than you and if the client is hell bent on finding the cheapest price, he or she will shop around until he or she has found it. Then you're left with the agonising choice of lowering your prices or walking away, which for most of us is a no win situation.
Customers are really not interested in what your product can do. They want to know what it can do for them. Do you really want to go to the market believing that the only benefit of your product is that it is cheaper than everyone else's? Sure, the economy is tight and people are looking for a bargain, but noone walks into Harrods and then moans that Lidl is cheaper - they know what they want. More importantly, Harrods firmly believes in YES. YES we are an elite store. YES our prices are high. YES we know why you shop here.
Your marketing must reflect your beliefs, and offering a gift to your customers shows them that you're in a position to go the extra mile to make them feel good. If they feel good about you and your products, they're so much more likely to buy.
As I have said many times before, the gift in question doesn't need to be anything too extravagant, but it does need to reflect what it is you're trying to say. You really don't need to thumb through endless catalogues and websites - a good consultant will do all of that work for you.
So what are you looking to achieve with your latest products and how can Merchandise Mania help you? Are you interested? I believe that your answer is YES.
The trouble is that those people who carry on preaching doom and gloom seem to be oblivious to the fact that they are actually adding to it. Having a positive mental attitude is not a cliche - I just took a sales call from a young lady who was upbeat and ready to answer my questions. She is someone who essentially believes in YES.
It's easy to spot these people - they're the ones to whom you actually do say YES. Conversely, it's not difficult to work out those people who believe in NO.
So how do you shift your beliefs? It's really very easy. The next time you're about to ask someone for something, be it a favour, a sale or even a raise, tell yourself that the person you are asking is going to say YES. Remove any doubt from your mind. No matter what you already know about this person or their situation, fix it firmly in your mind that this person is going to say YES to you. Better yet, make the prospect of them saying NO inconceivable.
If you're someone that forms an opinion on the outcome of a conversation before you have even had it, then it might be a good idea to practice first. Think of a small favour that you could ask of a friend and as you ask them, make a note of your tone and your body language. Pay attention to the words that you use and how much time you give to your friend to ask you questions. Remember, before you even start you have to believe with all your heart that this person will say YES.
For an added bit of fun, try doing the opposite as well. Try approaching someone whom you know will say NO to you and observe the changes - you'll be pleasantly surprised.
Marketing works in very much the same way. If you don't truly believe that your product is the best thing since sliced bread, your message will reflect your beliefs. The true measure of your product is the value that you can add to it. There's no point competing on price alone - someone out there will be cheaper than you and if the client is hell bent on finding the cheapest price, he or she will shop around until he or she has found it. Then you're left with the agonising choice of lowering your prices or walking away, which for most of us is a no win situation.
Customers are really not interested in what your product can do. They want to know what it can do for them. Do you really want to go to the market believing that the only benefit of your product is that it is cheaper than everyone else's? Sure, the economy is tight and people are looking for a bargain, but noone walks into Harrods and then moans that Lidl is cheaper - they know what they want. More importantly, Harrods firmly believes in YES. YES we are an elite store. YES our prices are high. YES we know why you shop here.
Your marketing must reflect your beliefs, and offering a gift to your customers shows them that you're in a position to go the extra mile to make them feel good. If they feel good about you and your products, they're so much more likely to buy.
As I have said many times before, the gift in question doesn't need to be anything too extravagant, but it does need to reflect what it is you're trying to say. You really don't need to thumb through endless catalogues and websites - a good consultant will do all of that work for you.
So what are you looking to achieve with your latest products and how can Merchandise Mania help you? Are you interested? I believe that your answer is YES.
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