06.30.11
Showing Customers the Money
In the competitive flooring market where there are many options how do you capture the attention of your dealers? Recently, a distributor sales representative was attempting to change the buying habits of a flooring dealer by convincing them to change their rubber wall base supplier. In an effort to show the savings, he taped a dollar bill and his business card to the rubber wall base and left the dealer with this message, “With every four foot piece you purchase, you will save one dollar per piece compared to the competition.” In the days to come, as sales people passed the wall base sitting silently on the shelf, they all had the same question, “What is the meaning of the dollar bill?” The other salespeople then shared the message of the dollar-a-piece savings. Half the battle had been won. Next stop, securing an order.
Is creativity part of your company’s and employee’s normal routine? Some discount such creativity as simply gimmicks. Yet, if the goal is to increase the exposure of our products and services, perhaps we should consider ideas that grab the attention of customers and make them want to learn more and eventually buy. Whether it is a dollar bill on a piece of wall base, a promotion or give away, motivating the customer to make a decision must always be kept in mind. In other words, show them the money!
Regards,
Brian Boek
