Pool Fence Hire Vs Buying: Both Are Best
I was thinking about that previous post - the one about the choice influences on people when they buy your product.A point I didn't make is that these choice influences vary from person to person.
A friend of mine has just arranged some pool fence hire. He's put a pool in and the fence he arranged wasn't up to standard - so his pool wasn't approved.
So he hired a to-standard pool fence whilst he arranged to fix the permanent one. His main consideration was cost. Although the pool fence hire is perfectly safe.
The Pool, To Him, Isn't Seen As A Danger
This is because he doesn't see the pool as a danger - it doesn't have any water in it as yet.
But consider the case of a young couple with a new pool and a toddler who can't swim.
Price wouldn't be an object for these guys, so if you're selling to these guys you'd focus on safety and quality. Simple enough.
How To Convey 2 Marketing Messages
But how do you convey both of those messages in your marketing.
Well, you don't. Or you shouldn't, at least.
You see, the guy after the pool fence hire and the young couple with the bub are both completely different markets - so different marketing.
- Different advertising.
- Different PR messages.
- Different brochures.
- A whole different approach.
If you don't you're not as effective as you might be (that's a real gentle way of saying "You're stupid. And probably ineffective!").
I am so nice.
Cheers and have a good night.
Brendon
[ comments ]
Failure to identify my key propects.
Failure to have two completely different web sites/companty names to keep things separated for my two primary targets.
It's funny but the sell versus "hire" ... that's rent or lease to us colonials ... is one of the major issues I went wrong on. I was selling an item that would bring an average order size of $10k to $30k USD. The number one "pitch rejection" reason was "We like the idea but we can't lay out that kind of cash."
I had a business partner who did very easy terms business leases ... a buy out lease which would essentially be a "hire purchase" arrangement, except that for some businesses there's a huge advantage in leasing.
I only tried to market the lease arrangement when a customer turned me down for price. How silly. They felt belittled, I'm sure when I switched to a pitch "for our clients who have no money".
I think I would have been a lot better off if I had marketed from the beginning that my systems were available for nearly nothing down and just a few bucks amonth. It's always easier to sell up than down, or so it seems to me.