Is all of your hard work just lining other people’s pockets?

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,

Tim Lowe
Publisher, Tim’s Business Lowe Down

Tim Lowe