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