DELIVER AN EXPERIENCE
Most small businesses have a common goal, “How do I get my business name out there”? For most, that is an expensive process as well as a major use of time.
As an example, most small business owners have some type of brochure or flyer that they use in their marketing efforts. Stop and think, when is the last time you saw someone moved to “tears” by a flyer or brochure? I am not saying that a hand out is useless, but it only conveys your own thoughts, as to how good your service or product is.
Most marketing material be it a brochure, a CD, a Video or an e-mail, all claim something about you; they convey a message, about something that you say “we are good at”. To be a winner, you have to deliver an experience. I believe that the people that don’t do business with you have not had an experience that shows them who you are and what benefits your products or services provide.
There are countless ways to deliver an experience to a prospect. It all starts with a willingness to give, to be generous with your time and perhaps some of your talent (service/product). It may take a little work to determine what the best way to deliver a meaningful experience.
I want to share several of the methods that I use for myself and have used with my clients.
- Bringing potential customers to your office and showing how your operation works. In my case, I invite prospects to my office and ask them what is the single biggest problem they have in growing their business. We then spend an hour looking at possible solutions.
- Another method is to offer free, beneficial, educational sessions to prospects.
- By showing prospects what you do and how you do it allows you to build a personal relationship.
- A free trial use of a product or service also goes a long way in providing “the experience”.
- Money back guarantees are another way of conveying an “experience.’
An effective marketing program should be based around delivering an experience to prospects and also an ongoing experience to your customers.
Perhaps a small group session on how to deliver an experience for your company may help you implement such a process. Your thoughts and comments are always welcome at BizQuack.
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