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| Issue
#46 - Build
a "Buzz" |
You can't build your design business if you can't
build a buzz.
Business by Design reports this month on
your need to get--and keep--customers talking about you.
THIS MONTH:
+ BUZZ OR BUST
+ DO KNOW YOUR DON'T'S
+ BUZZ OR BUST
You may carry the funkiest flooring, the coolest cabinets
or the hottest hardware, but that don't mean
diddly if you can't sell them.
And you can't sell them if customers aren't calling, or
showing up at your showroom or store.
Tell me about your problems attracting customers,
and I tell you about the excitement you're not creating.
And the talk on the "street" you're not generating.
And the word-of-mouth referrals you're not getting.
And the knock-their-socks-off marketing you're not doing.
If your question is, "Where are my customers?", my answer
is: "Where's your buzz?"
You can't create any, if you don't dare to be different in
the way you promote your business.
+ DO KNOW YOUR DON'T'S
Wanna build a buzz for your design business? Then you
better know what not to do.
Here are some "don't's" to get you started:
Don't...
wait for customers to come to you. Go to them. Make
house calls to show them where to place your furniture.
wait for customers to call. Call them. Tell 'em
what's new and hot at your showroom.
just sell stuff. Sell yourself. Make the Personal
Sale, and when you say "Jump!" customers will say "How
high?"
be just a showroom. Be an event center. Present cool
programs. Host meetings.
just think locally. Think globally. Use your website
to reach the international marketplace. One Dallas showroom
sells $10,000 sofas and $70,000 kitchen sets over its site.
look the same. Move things around. Introduce new
impulse buy items. Change the wallpaper, paint, lighting
and signage.
act the same. Be a goof. Raise the roof. Be
controversial in your articles and
presentations.
advertise. Submit news releases and articles and get
quoted and promoted in the media. It's the best advertising
you can't buy.
go it alone. Get marketing help from vendors and
suppliers, and referrals from customers. Team up with other
retailers.
cut your prices. Wanna be a big box store when you
grow up? No? Then stop pricing yourself as one.
meet your customers' needs. Exceed them. Say "yes"
when you should say "no."
play by the rules. Make up your own.
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© 2006 Fred Berns
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