Marketing Without Advertising - business Turnaround

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Shakespeare was right. The world is a stage and if you're in buyer Service, you are the one performing.

So you think buyer aid is strictly business.

Think again!

Your buyer already knows your price. It's on the Internet. She expects capability to be included at no extra charge. She knows splendid buyer aid when she sees it and frankly, she thinks yours will fall somewhere in the middle of "mediocre and atrocious."

Today's buyer demands quality, aid and price to be already in place. That's the benchmark, the bare minimum, the entry level and if you don't meet that accepted from the very beginning, you will enduringly be struggling to keep up with those who are perceptive enough to embrace this fact.

Showing Your Ace

An auto dealer took out a full-page advertisement and printed the testimonial of a satisfied buyer as the headline for the ad. It simply read, "It was the best buying touch I ever had." That was it. She didn't say, "It was the cheapest deal in town." Nor, did she give praises about the splendid features of the new vehicle. She didn't even mention the model she purchased. She simply said it was the best buying touch she ever had.

Most customers are exactly like her. They are grading the Personal touch Factor (Pef) when they conduct business with you. Today's buyer is accustomed to being entertained and they are seeing to you to furnish an splendid buyer touch (Ace).

It'S Not The Big Mac ®
You've probably seen the McDonalds' commercials that play to our focus on house values. The camera drops in on an midpoint family, Mom and Dad with their young children, gathered around red plastic tables for some good old-fashioned house fun. They are all laughing and enjoying their "Happy Meals." If you blink, you might miss the five-seconds of footage highlighting the burgers and fries.

Of course, in the "real world," if the camera dropped in on my family, the kids wouldn't even be at the table. They'd be in Play Land and their mom would be shouting, "Get over here and eat your chicken nuggets before they get cold!" And if the children did happen to be sitting at the table, they would be yelling stuff like, "Mom, he's touching my fries," or "Ooh, yuck, it has onions on it!"

But, the point is, it's not the Big Mac® bringing them in; it's capability of the uncut Pef. The message is, if you want to have a fun night with the family, take them to McDonalds. The food is secondary.

The restaurant and automobile industry aren't the only ones enhancing the Pef to sell their product. While Amazon may be the world's largest online bookstore - and by the way, Amazon excels at buyer aid - the brick and mortar bookstores continue to grow. They offer expound settings reminiscent of popular ,favorite libraries of the rich and famous. Their interiors, filled with overstuffed chairs and the smell of freshly brewed coffee, ask customers to relax and browse before production their purchase. The bookstores offer something the Internet hasn't yet mastered - an splendid buyer Experience.

If you want to remain relevant in the twenty-first century, you too, need to show your customers an Ace.

Turnaround Tip: Your goal is to make your buyer happier after doing business with you than before. Get together with all of your associates and brainstorm some ideas you can use at your business to turn a transaction with your business into an splendid buyer Experience. Below are some suggestions for jump-starting your brainstorming session.
Engage your customer's senses. What's the first thing a buyer sees upon entering your store? What's the first scent a buyer experiences when walking into your business? Is it the smell of burnt coffee, mildew, or an overflowing trash container?

Pay attentiveness to appearances, fragrances and sounds. I know a realtor who lights a vanilla candle in the kitchen of the house she's about to show, twenty minutes before her appointment arrives. She says it creates an arresting scent that engages the customer's imagination by suggesting the aroma of home-cooking and fresh baked goods.

There are any simple things you can do to improve your environment. Buy an self-operating air-freshener. Brew fresh coffee. Light a candle. Take out the trash.

Offer an interactive experience. Rei, a retailer who specializes in recreation gear, has simulated outdoor settings - such as a "Rain Room," a climbing rock and bike trail - that are testing stations where members can try out gear before they buy. Golfsmith superstores have practice ranges, classes in practice clubmaking, putting courses and computer determination of your golf swing. Think of some industry-related interactive ideas for your business and customers will think of you first, when it's time to buy the aid or stock you sell.

Provide entertainment. Do-It-Yourself centers hold "How-to" demonstrations on everything from how to hang wallpaper to proper paint selection. Barnes and Noble and Borders bookstores furnish musical events and highlight best-selling authors who lecture and sign books. Here's an reasonable way you can furnish entertainment at your business. Buy a combination Tv/Vcr and play stock videos or other programs your customers would enjoy.

Create your own splendid buyer Experience. Be open to new ideas and evaluate the Pef at other businesses face of your industry.

Remember to look at your business from the customer's point of view. It's still a personal business. People buy from People they like who work at places they enjoy going. Create an splendid buyer touch at your business and soon your customers will tell others, "It was the best buying touch I ever had!"

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