As you consider whether to become a franchisee in...
You’ve got a great business. You think your location is a good one and your staff are friendly and competent. So why when you have all these things going for you do people buy from someone else?
Price, service and delivery are important but clients are looking for someone who solves problems, communicates effectively, shows up on time, delivers on promises and works to find a solution to a problem or need.
People buy YOU before they buy any product or service. Enthusiasm is contagious. When you are absolutely convinced, sold, passionate, enthusiastic and confident about what you are offering, it’s NOT hard to sell.
Do you believe in the product or service you are selling? There was a very famous commercial that featured the President and CEO of Remington shavers. Kiam Remington talked about the first time he had tried his electric shaver that his wife had bought him for a gift. His famous line which said it all was “I liked it so much I bought the company!” Now THAT is enthusiasm for a product. He not only took the company over but he put his face and name behind the product he was selling.
The first thing people buy is a solution to a problem. That problem could be that they need a new car, a roof, an outfit to wear to an even or burger to eat for lunch. You must anticipate what your customers want and need and then convey to them that you have the solution.
Everything changes. Think about what is different today versus 5 years ago, a year ago, last week even yesterday. To think that you can do the same thing, say the same thing and offer the same thing and expect the same results is naive at best.
Don’t make excuses. I hear this all the time. Companies that aren’t selling versus what their competitors are doing are quick to rationalize. It must be because…it’s the wrong price, wrong location, and the economy. They tried their best, but no one is buying. It’s not about big budgets and national ad campaigns. That’s not what makes people buy from you. It’s about finding that need for your customers and then filling it. Money doesn’t buy loyalty. Meaning does.
“ There is only one boss – the customer. And he can fire everybody from the chairman on down, simply by spending his money somewhere else” Sam Walton, founder Wal-mart.
Focus less on pushing customers to buy what you are selling and start focusing on what your customers need and how what you are selling can fill that need or solve that problem. In business we are not selling “things” we are solving problems…from as big as a car to as small as cool drink on a hot summers day.
If you solve the problem, customers will continue to come to you to buy what you are selling.