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Sometimes the best approach for advertising with your customers is to initially teach them how to wisely purchase your products or services. Here are some examples to clarify this intelligent approach to selling.
Examples of teaching your market to shop wisely:
- Lawn Care: When advertising lawn care in the fall, leave homeowners a detailed flyer that describes the correct method to fertilize their specific type of broad grass for the fall. Describe the quantity of fertilizer to use per 1,000 square feet, how to apply it properly and when to water the homeowner’s lawn in cooler dry weather. Hand this valuable advice written clearly on a flyer out freely to potential customers. Your expertise will shine through. After reading this, many will quickly understand how much they really do not know and opt to call on your expertise.
- Custom Metal Manufacturing: Machine shops know how to make nearly anything out of raw metal. When they are soliciting bids in the marketplace, the buyers who will place orders buy lots of things and may not know how to ask for this type of quote. Provide all of the steps in contracting a machine shop, reading blueprints, approving first articles, asking for improved cost reductions on large volumes, seeking suggestions for cost saving metal substitutes or any other important initial steps that the buyer should follow. These steps will indicate to the buyer he has found a reputable shop.
- Personal Fitness Trainers: When presenting a training approach, reducing weight is key to successful fitness improvement. Hand potential clients a few prepared diet programs or possibly a list of ‘alternative foods for snacking’. Give them a list of everyday activities or exercises that you want them to start in order to increase burning calories outside of the gym. Do these things before they decide to sign up. Tell them these are only a few of the things you will cover in your personalized classes. They will be impressed by your preparation and generosity. Because of this, they may consider choosing you since you seem confident, generous, well prepared and very qualified for the job.
- Tax Return Preparer: During the fourth quarter, write up 15 to 20 suggestions for potential clients to use prior to year-end in order to cut their current year’s tax liability. Get this flyer or advertisement ready to pass out to potential clients. Tell them whether they choose your firm or not, they should review these items and call their tax preparer before year end so they can do something to cut their taxes before the deadline passes. Most recipients will be impressed by how well prepared you are, and realize you have educated them far more than their current preparer has done in the past. Tell your listeners that this list is for only 20 that would fit on a single page. Add that they are only some of the more important items but they will have access to all of your money-saving ideas if they bring their tax returns to your firm for filing.
- Tree Trimmers: If a tree trimmer comes to you and describes the reasons why your oak tree should have its branches cut at certain angles, trimmed a certain maximum from the tree’s crown or he describes how he seals all cuts with a prepared natural and safe sealant, you are more likely to think he knows what he is doing. You would be even more impressed if he pulled out before and after photos of trimmed healthy trees that he has cared for over the past 20 years, according to his prepared list of references. Be prepared to wow your potential new clients.
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