McCurry Associates Marketing Idea Exchange Archives

Newsletter 6

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

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Observation from Issue #3 - From Chris Lydle, CPC - Chris' Camera Center South (www.chriscamera.com) Aiken, SC - (803) 641-0501 -
Did you note Chromatics' name for their online processing services? "The Internet Drop Box"! Doesn't that sound a lot friendlier than "use our FTP digital order system?" They don't have it up and running yet, but have to deserve kudos for concept.

Note: this issue will vary from our standard format to bring to you a critical issue that is burning Bill McCurry's notebook. We'll go back to our standard format next week.

"Neat camera Uncle Larry, Thank you." The proud uncle, a leader in the imaging industry smiled at the nephew he'd just given the digital camera to. The party continued when the nephew returned crestfallen, "I've only taken eight pictures and it says "card full" and won't take any more pictures. Now what?"

True story. The uncle is a name you would probably know. The "salesperson" that helped "Uncle Larry" had 25+ years of "experience". Both failed their responsibilities.

This issue of McCurry's Marketing Idea Exchange is an impassioned plea . . . go back to the basics. . . . Think for your customers! Envision how they will use the product/service you sell. Truly help your customers and the sales will follow.

In the last 3 months I've visited close to 100 retailers and observed perhaps 500 sales presentations. Rarely did the salesperson envision with the customer how the decisions the customer made would impact their use of the product.

More than 2/3 of the time, I didn't hear any suggestions from the salesperson to the customer about what they needed. (Other than extended warranty at some stores). When a suggestion was offered, it went like this:
SALESPERON: Need more memory with your new digital camera?
CUSTOMER: No, not right now.

Afterward the salesperson and the boss griped about how bad business was. This was repeated all over the country. Is it happening in your store? Are you sure?

What if? How about changing the script and having the salesperson help the customer envision how the product or service they are buying will change their perceptions and change their usage.

SALESPERSON: I understood you to say you have used 35mm cameras before. Digital is different in that the "film" is really this little card. After you take the picture, you'll want to print out the ones you want to keep. We can do that for you for best results, it's cheaper, less hassle and better quality than most people can do at home. Once you've gotten the prints, and put the images you want to keep forever on a CD, then you can erase the pictures from the card and reuse the card. So, memory is just like film except that once you've processed the pictures off of it, you can reuse it. And, you can't overbuy because memory cards aren't perishable like film is. Based on how many rolls of film you took on your last vacation, how many memory cards do you think you want to start with?
CUSTOMER: What if I just take 3 or 4 to start with, is that enough?

You can replay this scenario with the person who buys their first large format ink jet print . . . what are they going to do with it? Put it in their wallet? Not hardly. They are going to display it somehow, somewhere. Did they clearly understand why it should be delivered mounted? Or, laminated with grommets in it?

Most customers today have enough knowledge to be dangerous. You can save them from themselves by making sure they know how the service/product you sell can give them maximum enjoyment and utility. This isn't "loading" the customer, it's making sure the customer is satisfied.

Take the challenge - look at your sales slips. If your digital cameras aren't being sold with extra batteries and extra memories, your customers don't understand how the camera is going to be used. If your large prints aren't going out with mounting or display capabilities, your customers are probably frustrated when they try to use what you printed.
Look at your sales tickets and ask, "Am I helping my customer visualize how they will use my product/service?" If your sales aren't growing, you might know your answer.

Newsletter 7

LEGAL MUMBO JUMBO OUR COUNSEL WANTS YOU TO READ
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