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