A moderate to expensive French restaurant has a problem because they are perceived as being an “occasion only” destination. In other words, Valentine’s Day is a no-brainer for them. They were sold out on Valentine’s. Their biggest problem is how to attract customers on days that are not anniversaries or special occasions.
The local downtown jeweler has a similar problem. Engagements, weddings, anniversaries, Valentine’s, Christmas and other occasions are not a problem for him. His onus is to teach the people new ways to use his products in non-traditional times.
The accountant complains that she sees her small business clients only once or twice per year, primarily around tax time in March or early April. Obviously she would like business clients to use her more frequently throughout the year.
I explained to these three clients that selling is simply the modification of the behavior of another person, without that person necessarily knowing that his behavior is being modified. People don’t really like being “sold”, but they don’t mind being informed, and well-informed people are more likely to buy a product or service more frequently (and with less resistance to price than those who are uneducated).
Here is what I came up with for these clients.
The restaurant will begin a year-long campaign teaching people more about the history of French cooking, about important French holidays, how to correctly pronounce menu items and what goes into creating some of their signature meals. The idea is to give the people “talking points”; reasons to come to a French restaurant more often.
Commercials will always begin with informative headlines like, “Wednesday, July 14th may be just another day for you, but in Paris they will be celebrating Bastille Day. Here’s why they celebrate…” Or, “Outside of France many foreigners have the impression that French cooking is very heavy or complicated. That’s not necessarily so. In fact, at ________ most of our food is fairly simple. We use high-quality ingredients and meticulous preparation rather than complicated recipes...” Or, “cuisine bourgeoise, pronounced Kwih-ZEEN boor-ZHWAHZ, is French for middle-class cooking, referring to plain but good, down-to-earth cooking….” Or, “If you loved the movie Julie and Julia, you’ll love our restaurant.”
Your commercials could drive listeners or viewers to the restaurant’s website for more information.
The jeweler knows his customers and he recalls some non-occasion purchases. We contacted some of those customers and they agreed to come in and tell their stories. No scripts. One such customer said, “Yes, I bought her the ring and it wasn’t our anniversary and it wasn’t her birthday and it wasn’t Christmas. Because of my work, she practically raised our two boys by herself. She washed our clothes, cooked our meals and kept our family together, kept a part-time job. I guess, (he starts tearing up) I guess I bought her the ring because…well, she deserved it.” Can you imagine being on the couch watching TV or in the car with your wife when this commercial comes on?
I ask the accountant why small businesses should see her four times per year instead of once or twice. She explains that most entrepreneurs pay too much tax simply because they are disorganized. Four visits with her per year, around their estimated quarterly tax due dates would allow her to establish a routine systematic collection of data and keep legitimate deductions from slipping through their fingers.
Her commercials begin with headlines like, “Even my Cliff Notes version of the current U.S. tax code is 912 pages long. There is just no way most small businesses can keep up by just seeing an accountant once or twice a year.” Or, “Just because you personally are a disorganized person is no reason you should be audited, fined or sent to jail. I set up regular visits and keep my clients organized and informed so that legitimate tax deductions don’t just slip through their fingers.”
Help your clients create new reasons for your audience to buy from them and you’ll be a hero. There are two kinds of people in this world, those who have the ability to think creatively, and those who don’t. The vast majority of people do not have the skill set necessary for creative thinking and problem solving and so they are entirely dependent on those of us who can. Isn’t that great? That means there is a huge market out there for people who can identify and solve other people’s problems. Once you learn how to do other people's thinking for them you will be rewarded in ways you never thought possible.
(source: Paul Weyland is a sales trainer, author and coach specializing in long-term local direct broadcast sales. Visit Paul at www.PaulWeyland.com or contact him at 512 236 1222. Read Paul’s book Successful Broadcast Sales, available at bookstores or on line.)
This is good stuff. Here's another thought for a restaurant:
A steak house I worked with in California has an email list, with a sign-up form on the restaurant website. Nothing unusual there, except that one of the things they ask for on the sign-up form is the reader's anniversary date. They're careful not to say "wedding anniversary" because some couples aren't married.
Everyone who fills in a date gets a reminder email a couple of weeks before the date, with a special "couples" offer. The owner told me that anniversary couples tend to spend freely -- appetizer, dessert, and wine -- and a good experience on Anniversary Night can turn that couple into regulars.
