Whilst at HQ, I’ll spend several hours each day in the office occupied by my ‘Minions’ talking through various ideas and plans. It’s an interesting place to be … at times a scene of industry and flashes of brilliance … and at others a scene of abandoned coffee mugs and biscuit crumbs.
On one recent trip downstairs, I saw my Head Minion sitting there looking slightly bewildered … and while this, to be fair, might not be considered an isolated incident … seeing him also looking concerned at the same time was a bit of a first.
It was when he shook his head and sighed ‘Don’t these people know they’re just lining somebody else’s pockets?’ that I decided to investigate further. I first negotiated my way around the rather interesting décor in his office (more on that another time) and then looked at his screen … and saw exactly what he meant.
It was an email from a very well known DIY chain – you may well get them yourselves. It consisted mainly of a big picture of one of those cordless drill/screwdrivers, a price … and that was about it.
The intention being, of course, that the reader would click through and buy … and in a small minority of cases, this may well have worked. However, in the majority of cases, I strongly suspect the reader would have done exactly what my Head Minion did and immediately checked to see how much it was on Amazon … then bought one from them instead.
The thing is the email looked really good – the image would have certainly ticked all the boxes for any prospective drill/screwdriver owner to want to buy. Yet, by simply showing that picture a price and very little else, all that ‘well known DIY chain’ had managed to do was trigger the desire to buy that particular drill … not the desire to buy the drill from them.
You’ll agree, It’s not enough (if you choose to sell a product your customer could buy anywhere) to simply quote a price, or in fact, compete on price alone. You need to give them a compelling reason to buy from you.
This could be to base it on the relationship you’ve already built with them, by providing a greater level of service or even by adding a ‘bonus’ if they buy from you.
For instance, if you were selling a cocktail shaker you could offer the bonus of a free downloadable ebook of cocktail recipes which would cost you next to nothing, but has a real value to the customer.
The only way to stop absolutely everyone from looking elsewhere is to offer a product that is unique to you … but if that is not possible, you need to do something more than present your customer with just a pretty picture and a price…
Until Next Time,
Publisher, Tim’s Business Lowe Down