The #1 Marketing Tip For Small Business Owners
Time 06:34 AM
Wednesday, 13th January 2016
Location: The kitchen table
I was never one for early starts, but this year I made a pact with myself that I’d have an hours work knocked out before the kids surface. Third week in and so far so good.
Gets you ahead of the day instead of playing catch up all the time. Recommend it throughly!
Anyhow what I wanna talk about today is probably…
No not probably, DEFINITELY
the most important tip you can ever learn for your business.
If I had known this when starting out in business, boy would it have saved years of heartache.
Being oblivious to it, makes everything else an uphill battle.
This concept jumped back into my mind after I met up with a client yesterday to run through numbers and reflect and project for the year.
His numbers are impressive and things are starting to click.
He has a B2B business selling commercial fridges to retailers.
Not sexy I know, but a healthy business all the same!
When we first met, the challenge (the same as any other business I have worked with) was how to get more customers and more sales.
More on that in a bit.
First, what’s the big epiphany I am talking about?
Well I need to give some context first.
Over the Christmas, I met up with old college mates for the customary pre Crimbo drinks. My social life sucks that bad, it’s one of the few nights of the year where there’s no quitting time.
Last thing I remember of the night was standing 4 deep in a queue for a kebab at 3 in the morning.
Where am I going with this?
Patience friend, it comes round.
Anyhow, I stood there for a half an hour in the freezin’ cold to get my hands on a sloppy mess of shredded meat you wouldn’t serve it in a bush tucker trial.
And you know what, I gobbled every last mouthful like it was a “michelin star” masterpiece!
What is it about beer and the smell of fried meat…
I was famished!
Now here’s the thing…
If you seen this kebab van in the light of day, you wouldn’t let a stray cat near it.
Gourmet it was not.
Yet they cleaned up (money wise) the night before!
What has this little deviation got to with business advice?
It brought me back to something I read by the late, great copywriter, Gary Halbert and the Boron Letters, which by the way should be compulsory reading for anyone deciding to embark in entrepreneurship!
He tells a story of when he quizzed his students about what one advantage they would want to have if they all had competing hamburger stands.
Some said the best quality burgers.
Some said, the best location.
Some even said the cheapest.
Gary explained his choice would beat all the others hands down.
What was it?
“A STARVING CROWD!!!”
Sounds stupid simple, but it’s often the biggest reason businesses struggle to make it.
They don’t sell to a STARVING CROWD.
So what has any of this got to do with my client?
Well if you recall, he sells bland boring commercial equipment to retailers.
For the most part one supplier is the same as the next.
And retailers buy only when they need it. Not at any other time. No matter the discount, the service or the quality.
So here was the challenge.
How could we turn my client’s potential customers into a starving crowd?
Simple, by convincing them they NEEDED his product NOW!
Not someday, not the next time the current equipment broke…but now, today!
And here’s how we did it.
We created an offer which entailed my client providing a free survey of their existing equipment and assessment of the energy consumption of these fridges. The report was a very useful document detailing the exact cost savings they’d make by upgrading, along with any potential underlying faults which would lead to a likely breakdown.
When customers could see their fridges using 2,3 or even 4 times the amount of electricity they should, and were made aware of potential faults. They called my client to buy his product, instead of the other way round.
And it just so happened my client was perfectly positioned to solve their problem.
He had the relationship, the trust and the rapport all built up.
So there you have it.
Think how you could convince your customer they absolutely must have your product or service.
Or the next time you’re brainstorming business ideas, new products or services…go for the one where a “starving crowd” already exists. Makes life soooo much easier.
Over and out,
P.S. Each month I allocate personal time to provide subscribers with a F.ree 30 Minute Consultation during which all my knowledge and experience of web design and digital marketing is focused on your business. You get to walk away with actionable steps which you can put to use immediately for some quick easy wins. To book a slot go to this page!
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