| During the holidays, folks everywhere
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| | defunct dealership are in, either of
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| shop many long hours to buy gifts for the
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| | these segments could provide the
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| important people in their lives. Spending
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| | knowledge Alan and others need to make
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| at this time of year is one of the
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| | them his choice.Non-dealer mechanics
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| driving forces of our economy, and
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| | qualified to work on this car could
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| retailers go to great lengths to make the
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| | obtain a list of local owners from the
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| frenetic experience a festive one. Macy's
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| | manufacturer. They could then initiate a
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| Thanksgiving Day Parade, the NeimanMarcus
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| | direct mail campaign that focuses on
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| catalog, FAO Schwarz toy decorations and
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| | educating car owners about the benefits
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| Saks Fifth Avenue window displays are all
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| | of doing business with them. They could
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| part of Christmas marketing lore.When our
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| | also mail a postcard to all of their
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| kids were young, we lived in the Fort
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| | existing customers: "If you have friends
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| Worth, and each December we drove an hour
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| | or family affected by the loss of XYZ
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| to Dallas to take our children to
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| | dealership, we are standing by to help
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| Northpark Center. There, our family truly
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| | them."A dealer in a nearby city,
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| got into the holiday spirit. From the
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| | presumably with a bigger budget than
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| sarcastic Scrooge puppeteer who preys on
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| | non-dealer mechanics, could establish a
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| unsuspecting shoppers, to the
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| | temporary service center to assist car
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| bigger-than-life clock tower that
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| | owners of the out-of-business dealership.
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| performs the 12 Days of Christmas, to the
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| | While it may not be possible for Alan to
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| most authentic Santa Claus we've ever
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| | get there this time to fix his car,
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| seen, shopping at Northpark was truly
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| | there's a good possibility that the next
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| something we looked forward to every
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| | time he's in the market for a new one, he
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| year.Northpark's objective is to give
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| | would take time to drive there and make a
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| shoppers a memorable holiday experience
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| | purchase much bigger than brakes.Success
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| and put them in the spirit to buy more
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| | Handler: With your team, reenact the
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| products from the mall's stores. In
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| | filtering process that your clients might
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| reaching a buying decision, retailers
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| | go through in specific situations. Set up
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| understand buyers go through filtering
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| | several scenarios and look for the best
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| processes they weigh against their
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| | opportunities for your small business.
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| "scarce" resources: time, money,
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| | Then develop an action plan to capitalize
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| knowledge and affinity.The Filtering
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| | on these.Consider the following:- What is
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| Process: The first thing a customer does
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| | your message and how will you share it
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| to filter information is to review
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| | with prospects and clients? What will it
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| options (think about what you do when
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| | look like? How will you deliver it?
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| you're in the market for a new computer).
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| | (Direct mail, advertising, Web site,
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| With a universal list at hand, customers
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| | community event, sales call, brochure,
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| begin distilling options by comparing
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| | open house, newsletter, industry
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| them based on their own scarce resources.
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| | association, etc.)- Once you get their
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| Ultimately, they reach a logical
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| | attention, what do you want them to do
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| conclusion by placing a value on the
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| | next? (Call, fax, write or e-mail,
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| various options.Example: Alan owns a
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| | schedule an appointment, order something,
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| foreign car that won't shift into gear. A
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| | subscribe, enter a drawing, pick out
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| quick phone call to the dealership where
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| | their free gift, turn in their coupon,
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| he bought it four years ago reveals that
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| | etc.)- Once they contact you or allow you
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| they are no longer in business.
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| | to contact them, what will you do? (Who
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| What does he do?In the first stage of
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| | takes the call? What do they say? What
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| his decision-making process, Alan
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| | other materials do you provide them?)-
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| considers all possible means to satisfy
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| | How will you follow-up? (Call every XX
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| his core need - getting transportation
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| | days, place them on your mailing list,
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| quickly. He starts by filtering out
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| | invite them to an event or seminar,
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| options: find another dealer in a nearby
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| | etc.)- Once they buy from you, how will
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| city; look up non-dealer mechanics in the
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| | you exceed their expectations? How will
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| yellow pages; call AAA; park the car in
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| | you say thank you? How will you keep in
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| his garage and wait to see if a new
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| | touch?- What are the opportunities for
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| dealership opens; fix the car himself;
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| | repeat or additional business from them?
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| call his brother-in-law; buy a new car;
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| | How will they know all of your
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| take the bus; etc.As Alan considers all
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| | capabilities and services? With what
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| of these options, his own scarce
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| | other scarce resources can you
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| resources come into play. His busy
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| | identity?Remember, you have to climb
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| schedule won't allow him the time to
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| | inside the shoes of your customers and
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| drive to a nearby city. This is his only
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| | prospects occasionally to understand how
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| car, so parking it won't solve the
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| | they think and how you will best solve
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| problem; he'd just have to rent another
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| | their needs. Whether it's designing
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| one, and he doesn't have the money to do
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| | better marketing materials to help
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| that. He has no knowledge about fixing
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| | increase their sales, shipping computers
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| brakes. He doesn't really have much of an
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| | across the country while taking all
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| affinity for his brother-in-law. After
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| | worries off their minds, or simply making
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| working through all the scenarios, Alan
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| | the holiday shopping experience for
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| finally decides to find another
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| | parents a little less stressful, you need
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| mechanic.As you might imagine, how he
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| | to understand why they buy from your
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| chooses that mechanic activates an entire
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| | small business.Happy holidays and Happy
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| new set of filters that take into
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| | shopping!Copyright © 2004 by Success
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| consideration Alan's scarce resources.
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| | Handler, LLC. All rights reserved.The
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| For instance, since he doesn't know any
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| | Coach, David Handler, is the founder of
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| non-dealer mechanics, he will have to
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| | Success Handler, ( and specializes in
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| rely on a friend's knowledge of which
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| | helping small business leaders find
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| local mechanics are qualified to do the
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| | clarity and take action. He understands
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| job right.The Marketing Opportunity:
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| | the challenges of running a business,
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| Looking at the above example from the
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| | because he's been there - as a small
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| mechanic's point of view (both non-dealer
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| | business owner, franchisee, franchisor,
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| and those at dealerships in nearby
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| | corporate leader and trainer. Much like
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| cities) unveils some solid marketing
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| | sports coaches, his coaching will show
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| opportunities.By undertaking this same
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| | you how to compete on a level playing
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| filtering process to understand the
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| | field in your industry.
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| situation similar car owners of that
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|
