McCurry Associates Marketing Idea Exchange Archives

Volume 45 - May 21, 2003

Bill McCurry McCurry Associates wmccurry@mccurryassoc.com (800) 553-1332

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1. Let the customer know your opinion to sell more
Jerry Harmen, Madison Photo Plus, Madison, NJ

   We make up hang tags for tripods and bags calling out "We've Tried This" and listing what we think are the salient sales features, benefits, warranty and price. It becomes the only tag on the display items. This silent salesperson helps turn browsers into prospects We trim these down to about 5x11, and then fold them at the vertical registration mark. Then laminate & punch hole and attach or put next to the proven product.

    
click on image to see a larger version

2. Major sports teams need marketing just like you do
John Moore, Photomagic Professional Imaging, Austin, TX (www.photomagic.com)

   OK - here a marketing idea that's different. My former business partner and friend Aziz Khoja just bought the Austin Rockers NIFL (National Indoor Football League) team. He said the NIFL is on a major kick to promote the game throughout the US and they are trying to get as many people to the games as possible.

   He just gave me 100 box tickets (for free) to the next couple games (valued at $35.00 each retail). We are going to offer them as a promotion - "get two sets of 4x6 with a CD and get two tickets" kind of thing. He said that the other teams in the nation would probably be willing to do the same just to get he word out, so check your area for an NIFL team and partner with them if you can. www.austinrockers.com or http://www.nationalindoorfootballleague.net.

   Each team also needs about 150 3'x5 ft banners, business cards and we are printing 12x18 posters for them by the hundred. Lots of opportunity

3. Question for Bill: Selling More In Uncertain Times
Mike Woodland, Dan's Camera City, Allentown, PA (www.danscamera.com)

Greetings Bill,

   I was hoping you could address a topic in one of your upcoming articles. What are some proven techniques businesses have used to maximize opportunities in tumultuous times in their industry? The picture taking / memory making industry is going through a radical shift which is leaving many consumers confused and uncertain. How do we capitalize on the opportunities?

Thanks, Mike

Bill's response: (comments from list readers are encouraged!)

   Great question Mike. No one answer fits all situations, but let's try for some universal truths. Presently the digital camera phenomenon is pretty much past the "early adopter" stage and becoming a mainstream product. That doesn't mean that everyone understands all the technology. It does mean that most people know the product exists but don't understand the details.

   If we're trying to sell to the mainstream general public we need to focus on their needs, desires and wants. They don't care too much about the whiz bang technology like the early adopters do. The mainstream buyer cares about getting pictures or images for specific purposes. To be successful we need to focus on those needs. (You've heard it before, people don't buy drills, they buy the holes the drill will make.)

   Additionally the average consumer feels overwhelmed with life in general and is intimidated by technology surrounding them at every turn. You are trying to sell digital cameras to people who have a VCR at home that is still flashing 12:00.

   Solution - Listen, focus and simplify. Ask why the customer is interested in a digital camera. Focus your entire presentation on that issue and keep it simple, easily understood.

   Let's say your customer replies they want to take pictures for eBay selling as the motivator for buying their new digital camera. That's all you should talk about until you've made the sale. When the customer is ready to leave you can bring up the fact that once the customer is familiar with the camera they should come back and you can help them get family pictures, web pictures, print at home, print on line and a million other options - - - but let's not talk about it now.

   In short, let the customer take baby steps and get comfortable with the new technology. When the customer says, "I've got to think this over" they are admitting they are confused and uncertain. One probable cause of that confusion is the salesperson that talked too much and talked off the benefits the customer was focused on. In most sales situations, less is more effective.

   If the customer needs accessories, paint a picture of how this accessory will help them get better pictures. Most people will need extra memory and rechargeable batteries with their digital cameras. Paint a picture in the customer's mind what it will be like when the customer sees the dreaded "Card Full" message and doesn't have a spare memory card. Most customers understand memory cards are reusable, but haven't given any thought to the fact they will need to erase/transfer images before they can reuse the card. Your job is to help the customer see themselves in this new environment. You must help them see how the new technology will impact them in simple, clear descriptions.

Summation:

1. listen more, talk less and don't do a "data dump" on your customer.
2. Focus on the benefits the customer has told you are important
3. Paint a picture for the customer how the new product will impact them so they clearly understand the need for the accessories you suggest
4. Leave the door open for the customer to come back to you for more information on how to expand the benefits they can get, but don't overload them with the details when they buy the camera - save something for a return trip.

Bill