I’ve met 1-1 with hundreds of business owners in preparation for creating ad campaigns. I’ve found that if you want to know how a business treats its customers watch how it treats its employees. If this news report is accurate, I can just imagine how this company treats customers. Pies, baby food and diapers for the losing sales team? Can anyone say Glengarry Glen Ross?
“Mommy, is it Trick or Treat time?”
“No honey, it’s an alarm salesman. Don’t answer the door!”
Advertising ends at the point of customer contact. You either deliver the experience you’ve promised or you’re dead meat. In a previous post, I discussed how the physical attributes of your building could adversely affect traffic. Today I’ll share a tale of two salespeople, of a sale made and a sale lost.
I found a men’s clothing store while wandering through the shops of the “European Village” having a clearance on black leather jackets. I wasn’t shopping or had any intention to buying anything but my wife mentioned that I might look good in a black leather jacket (she feels I look a bit disheveled when I wear my 12 year old winter jacket).
I found one in my size (perhaps a bit short) but it seemed too tight. I’d put it back on the rack when the saleslady told me that there was a removable liner in the jacket and she’d found that the jacket was plenty warm without it. She took the liner out for me. I tried it on again – tight around the wrists. The saleslady unsnapped the cuffs – saying that most people wear them this way. Hmm, she sounds like she knows what she’s talking about and it’s forty percent off. I’ll take it.
The lady in the “Made In Wisconsin” shop seemed busy doing something at the cash register. It was late on a Tuesday afternoon in the middle of winter. She wasn’t dealing with any customers. No greeting, kiss my foot or anything. I came across a package of “Popcorn Soup.”
Intrigued I looked over at the salesperson hoping to catch her eye and start up a conversation. She was studiously avoiding me. Guess I don’t really need to buy a six-dollar package of soup after all.
One look, a smile even if the salesperson had asked me if I’d ever had popcorn soup before would have made me take out my wallet and gladly handed her my money. Instead, I put the package back on the shelf and walked out. No “Thank You” no acknowledgement whatsoever.
I mentioned these experiences to the “Village” owner. Everyone has a bad day but if he wants more locals to shop, he’ll need to work on customer service training. There are plenty of places to be taken for granted. When a customer walks through the front door of the “Village” they should feel like they're on vacation. They should walk into a European tourist experience – warm, open, friendly and helpful. Just like the men’s clothing store.
Danke, leather jacket lady!
According to an on-line Brandweek story, The National Association of Realtors has launched a $25 million awareness campaign, highlighting the benefits of using a qualified Realtor to sell a home.
Association president Thomas M. Stevens as says, “NAR's public awareness campaign helps millions of home buyers, and sellers and commercial business owners understand the benefits of working with a Realtor.
That's fine as far as it goes. However, having spent the past thirty some years as an itinerate peddler and advertising maven, I can tell you that no two Realtors® are created equal. So while the national campaign (which is adaptable for state and local organizations) may raise awareness for Realtors®, the question individual Realtors® need to answer is, “Why You?”
Every Realtor® (every salesperson for that matter) is a personal brand. More than the company you work for, more than the products you sell, your brand is everything you do for your customers. How are you different? What are you prepared to do that others aren’t? What do you want to be known for?
If you know the answers, how are you telling people about them? It takes more than slapping your picture in magazines, for sale signs and billboards to convey your brand.
I never make a conscious decision to use a Realtor® yet I’ve used a Realtor® to buy and sell all my homes. I’ve had several great experiences and one memorable experience where the Realtor® helping me purchase a home disappeared three days before closing.
If you’re doing great things and learn how to market yourself you’ll be on your way to becoming the Oprah Winfrey, Michael Jordan or Jimmy Buffet of your product or service category.
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