When you tell more, you sell more
Up to now my photographic needs have been adequately met by combining the
strengths of an old reliable film camera with the simplicity and flexibility of
a very compact three mega-pixel “point and shoot.”
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When it comes to making purchases, I buy lots of stuff online, but certain
things I won’t.
For example, I like to try on clothes just to make sure they look and fit right.
Can’t do that online. And when it comes to buying an expensive camera, I have to
feel it, play with the buttons, look through the viewfinder, explore the menu
and then compare it with others on the shelf before I buy.
Most important, though, is my need to ask questions and get straight answers
from a knowledgeable and informed source… someone I trust.
Online electronics stores are famous for bait and switch tactics and will
quickly take advantage of both the unsuspecting and naïve. For this reason, I sought the help of my friend, Bob, who owns a photo shop
close by.
I began by telling him which models I was interested in, how I intended to use
the equipment and what I wanted to spend. An hour later, I left the store after
paying about $2,500 more than I had planned to.
Was it a case of bait and switch?
No, because I left both happy and confident. During my one-hour session with
Bob, I became well informed. I learned how to match the right tool to a task in
order to gain the most favorable results and frankly, most of what I learned
had to do with lenses, not cameras.
So what does my trip to the camera shop have to do with the promotion and growth
of a drycleaning business?
Simply this. An informed customer, in any industry, is likely to spend far more
for goods and services than a customer who is not educated and perhaps even
unaware of what they are buying. To bring it all into focus, the more you tell
your customers about your cleaning business, the better your chances will be to
sell them.
Marketing guru Jay Abraham constantly stresses the importance of gaining
extensive knowledge about one’s product or service. It’s the key to growth. In fact, he ranks an ongoing education as one of the top
marketing tools available to any business owner or manager.
Years ago, we equipped each of our 23 cleaning plants with a loose-leaf binder
of fabric swatches. Every page had a different swatch of material attached to
it so that anyone could actually see it, feel it and more easily recognize that
particular fabric at the front counter.
Alongside each swatch was a detailed description of the fabric, including its
origin, how it was made and what types of garments it was most commonly used
for. In addition, there was an extensive tips column on the cleaning, spotting
and finishing of each type of cloth.
Periodically, we were sent new swatch sheets to insert into our three-ring
books. The personnel at each of our plants loved to read and study the books
and were often heard sharing tips on wardrobe care with customers at the
counter.
Once again, tell more and sell more. After all, who better to take your favorite
silk dress to than someone with the know-how to handle it properly?
Of course, being educated works both ways. The customer isn’t the only one who benefits.
For example, once I became better educated in the field of digital photography,
I was then able to make a more informed buying decision… one that just happened to pay off nicely for my educator.
I took home the capability to do a far wider range of jobs while Bob,
deservedly, made more profit.
Syms’ clothing stores slogan has been “an educated customer is our best customer.” For nearly 50 years the company has been committed to giving their “educated consumers” real bargains on real designer clothes. They work hard to educate their
customers, especially when it comes to promotions. Their emphasis is to give
their customers more value for their dollar.
Let’s face it. Times are tough now. Hardly a day goes by at my office that a cleaner
doesn’t call and ask for an inexpensive but effective way to keep in touch with his
customers. Communication is vital. It’s the one budget you can’t cut back on. Unfortunately, many cleaners have.
Lately, my answer to callers has been one word — “piggybacking.” Piggybacking is an easy way to stay in touch with the lifeblood of your
business… your customers. It’s simple.
Just attach your message (whatever it may be) to every outgoing order of retail
and route service. You can even piggyback messages with your regular company
correspondence. There’s nothing wrong with that.
You can promote a special or simply write a message to keep in touch with
customers. Never stop telling someone about the many benefits of your business.
Remind them that you’re there and that you care about them.
If the idea of piggybacking sounds interesting, please refer to page 40 of this
issue for more information.
