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What is Your Market?
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Daniel
Wadleigh M 1. It’s as effective as
it can be the way it is, or 2. I don’t know how to
improve it, or 3.
I don’t want to bother to improve it. Scenarios
2 and 3 are not in the best interest of the merchant, and therefore put
them at risk of losing of business to someone who will help to maximize
the communication. Wouldn’t you pay more to improve the status quo? When
you have a heating or cooling problem, what you want is comfort delivery.
You assume that these “experts” are advising you and providing you
with maximum comfort and economy. What you want is minimum breakdowns,
minimum cost, and maximum
comfort. If your contractor is not advising ways to maximize comfort
(digital thermostat, solar screens, sealing leaky ductwork) he’s at risk
of loss of business to someone else who will address these issues! When
you go to the grocery store, you are looking for food. What you want is
that which makes for good nutrition, fills the stomach, is easy to
prepare, tastes good, and is economically priced. If they don’t identify
those hot
buttons, you are not being advised to the level of content of all of these
desirable qualities, and they are subject to losing business to someone
who does make an issue out of what people want in that product. If they
don’t provide information, then they are saying 1) What we have is good
enough for all customers, 2) We don’t know how to
make it better, 3) We don’t know how to
adapt to special needs or wants, or 4) We don’t want to
bother to make it in your best interest. Define
what business you are in, develop added values that give your customers
what they really want, and from you only! In
my next article I will discuss “Marketing Overview.” Daniel Wadleigh is President of Profit Experts
of Austin, Texas. They offer a turnkey Internet package and have a Web
site available for ISOs for retail and Internet. He can be reached at
(888) 379-0659 or the Web site sample can be seen at http://www.profitexperts.com/iso/.
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