Consider this: a recent survey of American Express credit card holders revealed that they would spend, on average, 13% more for a product if they knew they would receive a superior service.
An expert spending up to 40 minutes, one-to-one, with a potential customer and then delivering a fully customised product that delivers a superior result, together with a 20-minute review after delivery, is superior service. Now add: the expert is there to be consulted for months afterwards; can check over the equipment on a regular cycle; and will always be there to deal with the problems (including returns and insurance claims) if something goes wrong. That is exceptional service and exceptional consumer value.
So why don’t your members know what your specific deal is? How many of you have clear signage promoting what you offer? How many of you have given your staff a sheet of standard terms so they can promote your message? Are those terms clearly visible on your website? How often do you remind your members in your email marketing?
Whether you do price at a premium or maintain the lowest prices in your area, make sure your ‘market’ is aware of the value you add to a sale.
For further advice relating to equipment lifecycles click on: www.retailtribe.com/equipmentlifecycles. Here you will also find a list of activities run by professionals to create additional engagement.
