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RV Salesman Knocks My Socks Off!

10/17/2014

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PictureImage © by Brian E. Faulkner
Tags:  Winnebago, Camper's Inn
It’s not often you encounter a salesman who does such a great job that you immediately want to do business with him.  His name was Dan, and I was thinking about buying a motorhome “somewhere down the road.” 

Although it’s been more than 40 years since I owned and traveled in my own RV, four children and as many grandchildren later I still recall the experience with pleasure – as I told Dan.  Some of the most fascinating people I’ve met to this day were fellow travelers, people who approached life with an air of freedom that I found both relaxing and alluring.  

Did the fact that I clearly was in the earliest stages of re-kindling an old dream dampen Dan’s enthusiasm?  Not one bit.  He proceeded to show me a nearly new Winnebago that had caught my eye, a Class C in primo shape with low miles. 

But the most primo thing about that experience was Dan’s enthusiastic presentation – despite the fact that his store, Campers Inn of Mocksville, North Carolina, didn’t even sell new Winnebagos.  His presentation was the best sales walk-around I’ve experienced in a very long time -- in any business. His product knowledge was superb.  Dan was sold on the motorhome’s features and benefits, and he presented them with my needs in mind.

As he learned more about my dream, Dan suggested we look at another motorhome, an unfamiliar brand that didn't appear to match the Winnebago’s quality but which had a floor plan that met my rather unusual needs rather well.  He didn't sell the nuts-and-bolts of that RV as much as he had the first one but instead let me sell myself on its floor plan.  If this motorhome hadn't been out of my price range and bigger than I had been considering, I would have thought about buying it.

But Dan was not done. I told him a bit of my background (including RV sales many years ago), and we discussed his background. I asked him whether he enjoyed working at Campers Inn, at a store that recently had changed hands.  And that’s when his enthusiasm really took off.  He had wonderful things to say about both management and the company’s owner. 

And if Dan was a rare bird, so was his manager, who was just as effusive about the company.  I got a tour of the whole place.  The shop was super neat, and the technician I met there was just as upbeat about his work and his company.

As a long-time consultant to business clients about communicating competitive advantage and business culture, I have only rarely encountered such enthusiasm by an employee for his company and such a well-stated understanding of what management was trying to achieve.  Dan had a firm grasp on what I call "marketable truth." He sold me on Campers Inn and made me want to become their customer.

One of these days, I will return to my RV dream, and when I do, Dan Lipe will be the first person I call.

TakeAway:  People who enjoy their work and communicate their product’s competitive advantage with true belief and real enthusiasm truly are priceless.   If that sounds like your business, you are truly blessed.   

Content © by Brian E. Faulkner

 


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Marketing of Retail vs. Retail Marketing.

10/15/2014

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PictureImage © by Brian E. Faulkner
An unusually visionary client once told me that he was a “marketer of retail” vs. a retail marketer.  The multi-billion dollar corporation he worked for manufactured and sold a variety of consumer goods to retailers, mostly department stores and mass merchants.  However, the business unit my client led was charged with developing ground-up specialty retail stores to sell the company’s products directly to the public.  To set their stores apart in the crowded retail space (full-price and off-price malls), he created unique shopping environments that included novel approaches to store design and strong, customer-centric cultures. 

This outside-the-box approach to retail marketing, which he called the marketing of retail, gave his store teams an overarching vision within which to operate and build their businesses.


It was a heady experience for the people involved, and they rose to their task enthusiastically.  The store teams became extremely good at launching and testing retail concepts, some of which worked, some not.  They weren’t afraid to innovate, try new things and see if they took hold.  They got into and out of their “failures” quickly and put what they’d learned to work in the next venture.

Whoever puts up a store, hangs out a shingle or creates a web site to sell a product directly to consumers is in retail marketing, although only a tiny percentage of these businesses embrace the marketing of retail concept, which may be described more accurately as the marketing of retail experience.  

So, let’s say you decide to start a new business.  A piano store.

You can stock your store with whatever instruments you want: handmade performance pianos or mass produced pianos; pianos to learn on or decorate your home with; fancy pianos or plain pianos; vertical pianos or grand pianos, new or used, plus electronic pianos -- even acoustic pianos that play themselves.  And while you have to purchase your goods from piano manufacturers (unless you also make pianos), you get to make your store look and feel however you want.  You can “create” your own experience. 

What will that feel like?

I have seen piano stores with such a cold, forbidding atmosphere that customers get a chill just walking in the place.  I have seen warm and inviting piano stores that offer shoppers a pleasant experience and plenty of solid piano knowledge to help them make their purchase decisions.  And no doubt there are piano stores so alive with any and every thing having to do with pianos and piano music that they’re a joy to visit and attract willing customers like the proverbial magnet.

You can apply the piano store analogy to most any business, whether big or small, product or service, B2C or B2B, OEM or aftermarket, online or brick-and-mortar – even a school.  It doesn’t have to be “retail” in the storefront sense; it can be a professional practice, for example: a law firm or medical office.  In every case, a core question to ask yourself about your business is this:

In addition to clearly presented products whose attributes compare favorably with your competitors’ products and are priced fairly, what kind of experience do you want your customers / clients / students to have? 

Will people enjoy coming to your store?  Will they pick up the phone and call your company because they know – from experience – that someone who cares will answer your service line instead of some machine or a person from overseas who “almost” but not quite gets your issue?   Will they enjoy interacting with your staff to solve a problem?   Will they make time when your sales rep knocks on their door?  Will they tell other people about their positive experience and send new customers or clients or patients your way?

If so, regardless of what you sell, to whom you sell it and by whatever channel, I say congratulations!

You are a marketer of retail. 

TakeAway:  "Shop" your business' experience -- or ask someone else to do it.  You may be surprised by what you find.

Content © by Brian Faulkner



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Take Your Crappy Attitude and ...

10/14/2014

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Picture Image © by Brian E. Faulkner
Tags: customer service, US Airways, Southwest Airlines, Best Buy, Oreck, Kohl's

A sloppily dressed sales associate for a well-known retailer caught my eye the other day.  His appearance reminded me that no matter how sharp the training or attractive the “uniform”, there always will be somebody who either doesn’t get the message or doesn’t care enough if he did get the message.  Same for the lackluster soul who answers the company phone as if the woes of the world were on her.


All of which reminds me of Robin, whom I’ve mentioned here before.  Robin fielded a client’s phone calls for many years and greeted people coming in the door -- she was a “receptionist” in the most positive sense of the word.  If Robin ever had a down day, I couldn’t tell.  It was always a pleasure to hear her bright, professional voice.  She put a wonderful face on her company every time she answered the phone or greeted a visitor and could be counted on to make that happen day after day. 

Why don’t more people get that message – whether their task is answering the phone or taking care of customers at point of sale or service?  I once heard a statistic that claimed for every customer turned off during the sales or service experience, six more never show up.  That’s probably conservative.

How many travelers will think twice about booking with US Airways after hearing about the flight attendant who refused to hang up a serviceman’s jacket a few days ago?   “She kept saying it was against company policy” to put it in the closet because that was for first class passengers, the soldier told WSOC-TV in Charlotte, N.C., the flight’s destination.

The attendant also had “an angry type of attitude,” claimed another passenger.

So maybe her back hurt after a long flight from Portland.  Or some personal issue was grinding her down.  No matter.  Her job was to take care of her passengers for the four-to-five-hour flight, not ride the rules high horse to the point of aggravation.  Common sense and good judgment also have a place in company procedure.  It’s called “customer service.”

US Airways will survive the incident.  As will Southwest Airlines survive their recent incident, where an A-List passenger was not allowed to board early because he had his two children in tow.  You may recall the guy: he was so disgruntled by a rude gate agent that he Tweeted about his experience after they finally boarded the plane.  The situation blew up further when the gate agent read the Tweet and had the family taken off.  They eventually continued their flight, but it wasn’t long before the story got out nationwide.

How difficult is it to “get” the idea that the things you say – and the way you say it – have the power to make or break customer relationships?  Could it be that some people really don’t give a hoot about customers – can’t think or act beyond themselves? 

Earlier this year, I wrote in this space about my disappointing Best Buy shopping experience. (http://tinyurl.com/nywuxcx)  Last week I tried again.  This time, there was a different guy manning the camera department.  The store wasn’t busy (a mid-week afternoon), but he clearly couldn't have cared less about my needs.  To say he had a crappy attitude would be kind.

I read all the time that jobs are hard to come by.  So when you do get one, why sabotage it (and your employer’s image) with a sloppy look or a lackadaisical manner?

I have worked retail – and enjoyed it.  The part I liked best was matching customers to product.  Sure I had off days, but you have to stow it not show it.   Maybe the young woman at the Oreck store I wrote about last February was having a tough day – maybe not.  It didn’t matter, because she won me over.  Likewise the helpful young man at Kohl’s that same day. (http://preview.tinyurl.com/knp27z3)

But now that I’m thinking about a trip to Portland, will US Airways be first on my list?  Probably not.  Will I finally give in and call Time Warner Cable about the wire that’s still dangling through my bushes instead of being buried in my yard like they promised to make happen a long time ago?   (http://tinyurl.com/nywuxcx)

Probably not, because it’s just so totally aggravating talking to them!  They don’t follow through -- and the birds so enjoy perching on the wire.

 Now if I could only call Robin about that blasted cable.  She’d get something done – and fast!   

Content Copyright by Brian E. Faulkner

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    sample blog:

    This is a sample blog  for writer Brian E. Faulkner.   It presents stories about brands that do a good job communicating competitive advantage. Stories have been gleaned from the business press, personal experience and occasional interviews. Updates are made from time to time, and every so often there will be a post of general interest -- about things like success, passion, social trends, etc. 

    Author

    Brian Faulkner is a writer and strategic communication consultant who helps business clients explain their competitive advantage in compelling and enduring ways.
     
    He also is a five-time Emmy award winning Public Television writer & narrator for a highly-rated and well-loved magazine series.

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