Sometimes You Can’t Scream Over The Competition
When you sell a product or service, one of your key battles is jockeying for your clients' attention. We are in the midst of a busy, busy attention economy and sometimes we don't have loud enough voices to simply scream over the competition.
That's why I tell the folks that I coach that there are other ways to win the war for your clients' attention. There are ways to cut through all the noise, like being edgy, doing the unexpected, and finding creative paths into your potential clients’ consciousness.
The Problem: Too Much Inventory
I faced a daunting situation many years ago when I had my own retail men's clothing store.
So was the case one early Autumn: I had the right merchandise but way too much of it. See, fall isn't exactly "sale" season; in fact, it's more-often-than-not "full price" season. And I was getting nervous. With inventory high, I was heading toward overstocked at way too fast a clip.
I needed to "bring 'em in," get customers through the door, and give them a reason to do it now. Simply put, I needed a Washington Birthday's Sale in September.
The Solution: Martha Washington
I did some research about the time of year and discovered a detail I nearly overlooked. Martha Washington's Birthday was right around the corner. Aside from "revolutionary" good pricing, I added a band in my emptied storefront window and had them play songs like Yankee Doodle Dandy in addition to favorites by Paul Revere and the Raiders...anything to get people through the door.
The store stayed open until midnight. My brother, dressed like Uncle Sam, handed out gifts and favors all night long. For one night, it was more than a men's retail store: it was a party, a happening, a next-day-water-cooler story in the making.
And it was all thanks to Martha.
The volume was brisk. The margin: better than anticipated. The attention, the newcomers, the happy and enthusiastic customers: it was all a thrill and a rush.
What’s Your Martha Washington’s Birthday Sale? Get Creative!
I share the story with you simply to demonstrate that sometimes you need to be edgy when preparing your arsenal in this war for attention. Sometimes our ideas stick, sometimes they don't. But the important thing is to think strategically about ways to cut through the clutter and to try something new.
Otherwise, just lay down your sword, wave the white flag, and get used to the fact that the British are coming. Because in this economy, behind every great man, there's a great woman's birthday ready to be unearthed and celebrated.
When you sell a product or service, one of your key battles is jockeying for your clients' attention. We are in the midst of a busy, busy attention economy and sometimes we don't have loud enough voices to simply scream over the competition.
That's why I tell the folks that I coach that there are other ways to win the war for your clients' attention. There are ways to cut through all the noise, like being edgy, doing the unexpected, and finding creative paths into your potential clients’ consciousness.
The Problem: Too Much Inventory
I faced a daunting situation many years ago when I had my own retail men's clothing store.
So was the case one early Autumn: I had the right merchandise but way too much of it. See, fall isn't exactly "sale" season; in fact, it's more-often-than-not "full price" season. And I was getting nervous. With inventory high, I was heading toward overstocked at way too fast a clip.
I needed to "bring 'em in," get customers through the door, and give them a reason to do it now. Simply put, I needed a Washington Birthday's Sale in September.
The Solution: Martha Washington
I did some research about the time of year and discovered a detail I nearly overlooked. Martha Washington's Birthday was right around the corner. Aside from "revolutionary" good pricing, I added a band in my emptied storefront window and had them play songs like Yankee Doodle Dandy in addition to favorites by Paul Revere and the Raiders...anything to get people through the door.
The store stayed open until midnight. My brother, dressed like Uncle Sam, handed out gifts and favors all night long. For one night, it was more than a men's retail store: it was a party, a happening, a next-day-water-cooler story in the making.
And it was all thanks to Martha.
The volume was brisk. The margin: better than anticipated. The attention, the newcomers, the happy and enthusiastic customers: it was all a thrill and a rush.
What’s Your Martha Washington’s Birthday Sale? Get Creative!
I share the story with you simply to demonstrate that sometimes you need to be edgy when preparing your arsenal in this war for attention. Sometimes our ideas stick, sometimes they don't. But the important thing is to think strategically about ways to cut through the clutter and to try something new.
Otherwise, just lay down your sword, wave the white flag, and get used to the fact that the British are coming. Because in this economy, behind every great man, there's a great woman's birthday ready to be unearthed and celebrated.
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