It’s come down to this. Where have all my pillowcases gone? Anyone else lose pillowcases, or just socks? I had been dreading the day that I would have to set foot in a Bed Bath & Beyond (BBB) store (they were all out of pillowcases online) and go shopping for pillowcases. Talk about dry heaving in a brown paper bag.
The bedding was on the 2nd floor. BBB positioned the escalator in the back of the store so I had to walk through the store to get to the 2nd floor. As I was heading toward the escalator (more on that in a minute), I started looking around the store, and fell in love with this $20 chair cushion (it totally rocks by the way).
BBB’s subtle marketing was spot on. They had low price point items on the outside aisles and the $20 chair cushion caught my eye. My intention was to buy pillowcases and all of a sudden I was buying more stuff – that I didn’t even know that I wanted until I saw it. I had no idea that BBB sold chair cushions!
Ever hear any of your clients say, “I didn’t know you do that?”
- You never knew that your CPA does bookkeeping.
- You didn’t know that your graphic designer creates custom Facebook pages.
- You had no idea that your attorney could file and create an LLC for you.
Here’s the deal. If your clients and customers don’t know everything you do, you could be leaving money on the table. You have to give your people a 360 degree view of all of your products and services. That way they can see everything that you have available for sale to offer them.
Also, your customers need to think that they are getting a good deal. How many times do you go to Bed Bath & Beyond with one of those 20% off coupons? I bet the whole Krane Financial Solutions community could get 10,000% off with all of our coupons!! What a deal!
Make a list of all of the products and services you offer (hopefully it’s more than one.) Make sure your clients know everything you do. Seed with stories and case studies. Get them into your “store” by marketing to them. Offer your stuff at a compelling price. Rinse and repeat.
© Copyright 2013 Justin Krane, CFP