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DIY Trade News October 2013
80
news
opinion
Feature
from page 79
quickly before I caught a plane to present a conference. I had a
lot of pain. I phoned our local computer supplier up and he said
he had a backlog of work and it looked like it would be three days
before he could solve my problem, but he asked me to give him five
011 471 0800 www.fortknoxlocks.co.za
minutes and he would call me back. Five minutes later he phoned to
tell me somebody would be with me in 15 minutes. How he solved it
I have no idea, but he removed my pain and now I am an advocate.
Fast delivery and instant gratification can grow sales
Make an enemy and be selective
You do not want every customer that walks or drives past; be selective on
who your customer is. Tell customers who you want and who you do not
want to be customers. Examples are:
• “For the lovers of fine wine”
• “For those who enjoy sports”
• “For the plant connoisseur”
• “For the real coffee drinker”
Promote your values
64% of consumers say they shop
somewhere because they can
relate to the retailers values. Do
customers that walk in your door
know your values or are you just
another retailer they do business
with? The best companies build
a community around the brand.
Become a Devil’s
Advocate
When you question people’s beliefs,
people start to respect you more.
Clearly you have to have done your
research before you become the
Devil’s Advocate, but challenge
your customer’s beliefs about the
products you are selling and back
that up with information, examples
and research.
Delight your customers
Customers want consistency in the
retail experience with your
business, but they also want
pleasant surprises from you
About
as well. It keeps them and
John Stanley is a conference speaker and
you on your toes. Delight
consultant. In 2012 he was awarded the WA
strategies should be low
Small Business exporter of the Year. He works
cost to you and high value
in 35 countries and is one of the world’s
to your customers.
most sought after retail and small business
Think about how you
presenters. His new conference presentation
can develop the above
looks at the new consumer and how that
strategies to get inside your
affects your business.
customer’s mind and help
you grow your
sales.
Follow John on Facebook:
John-Stanley-Associates or contact him
at [email protected]