Give to Get Marketing PowerTips Newsletter
Today's PowerTips Article:
Surprisingly Simple Marketing Concepts That Can Make You Money
Part 2
by Joe Gracia
www.givetogetmarketing.com
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Hello Fellows
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If you missed Part 1, you can read it here:
Continued from Part 1...
2) People Have an Insatiable Desire to Buy Things
Look around you and you'll see people buying, buying, buying. They love to buy. They buy every kind of product or service imaginable. There's no stopping them. And they are willing to pay incredible prices for things they want. Remember--I said they are willing to pay incredible prices for 'things they want.' Not just things you want to sell.
I recently read that someone paid $10,000 to buy a piece of used gum...chewed by Luis Gonzalez of the Arizona Diamondbacks baseball team. It's amazing what people will buy and what they are willing to pay.
Why shouldn't they be buying from you? They will if you learn what they want and then simply give it to them.
Which brings us to the next concept;
3) Most Businesses Put Obstacles in Front of Their Potential Customers
Customers want the buying process to be easy for them, but many businesses put obstacles in front of their potential customers.
For instance, can you imagine a service business that charges you for an estimate on their services? It happens. The business owner's thinking is, 'My time is valuable, and since many of those people never buy from me, I will charge them for my estimating time.'
Talk about a system that drives customers away.
Here's an example:
It's a common practice among landscaping companies in our area in Wisconsin, to charge you $300 for a rough sketch of a landscaping design for your home. They will then apply that charge to the total fee if you choose their firm.
That's not what prospects and customers want.
If I owned a landscaping business, I would find a way to generate those sketches on a computer so they could be made very quickly and very inexpensively. Then I would give my prospects a $300 Gift Certificate to cover the cost of our Design Sketch.
Can you imagine a home owner paying $300 to one landscaping company, and then paying another $300 to a second company, and perhaps another $300 to a third?
It doesn't happen. They will almost always go with the first company they deal with, since they have already invested $300 in that company.
But with the marketing approach I just described--a Give to Get approach--my landscaping company would get the majority of prospects and business, because it's a much, much more appealing offer from their perspective.
This is what I mean when I say that many business owners design their business around what they want, not what their prospects and customers want. These business owners want a $300 fee up front just for you to see what they can do.
My approach gives them what they want--a look at what we could do for them without costing them a penny. The Gift Certificate makes the offer very tangible. It tells them that we are actually 'giving them' $300 just for allowing us to bid on their job.
Which approach is designed to help prospects and customers get what they want? I hope you can see how our approach would be irresistible to any prospect who is in the process of researching their landscaping options.
Is there any doubt that we would attract landscaping customers like a magnet. Our competitors heads would be spinning.
I have actually helped my past small business clients double, triple and even quadruple their sales with simple Give to Get ideas like this one.
This is the kind of Give to Get thinking that makes huge breakthroughs for small businesses.
Prospects and customers often want information before they buy
Then there are businesses that don't have a description of their products or services in a brochure, info-pak, catalog, or web page format. When prospective customers call, they can't provide them with the information they are looking for.
Very often prospects want information before they can decide who they will buy from. Businesses that can't provide that information to their prospects are putting obstacles in front of them. They will go to a business that does provide them with the information they want.
Removing obstacles is a huge concept that most business owners ignore. When we were consulting with business owners, we literally increased our clients sales by thousands, sometimes hundreds of thousands of dollars by simply helping them remove some of the obstacles that they had put between them and their customers.
One of our fast food clients had their menu boards on the wall 'behind' their customers. So as they placed their orders they had to try to remember what they wanted. Imagine how much fun that was with a family of four.
The business owners said that was the most convenient space for the menus, and they had been in that position for nearly 60 years.
Once we convinced them to place their menu boards in 'front' of their customers so they could look at their choices as they ordered, their sales increased dramatically.
We simply helped them remove an obstacle, and their customers responded by buying more. They had just never thought about it. They didn't realize how many thousands of dollars these misplaced signs were costing them each year.
Marketing doesn't have to be complicated -- it just has to be effective.
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If you have any comments you'd like to share about this article, just hit reply and send me an email.
Until next time, we wish you the very best marketing success.
Joe Gracia
Give to Get Marketing
http://www.givetogetmarketing.com
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About the Author:
Copyright 2000-2011 Joe Gracia. All rights reserved.
Joe Gracia is small business marketing expert with over 30-years of hands-on experience. You can get hundreds of marketing tips at his www.givetogetmarketing.com web site, or sign up for this Give to Get PowerTips Newsletter at www.givetogetmarketing.com/free-ezine.html
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