Just went to a store to get a beauty product I normally buy, but for some reason the shop was out of stock. The thing is that I was there already 2 days ago and nothing had changed regarding the stock in 2 days.
A couple of month ago there was a similar situation. I contacted the company that produces that specific product and asked them if I can purchase it directly from them, so I don’t waste my time going to a shop for nothing. Their answer was “wow … our products are in such a demand, that is great”. WTF?
What kind of customer service is that, to be proud of running out of stock at your distribution centres? Do you really think I am waiting until you have stocked up again? I want the product now. I want the product when I go to the shop. Who loses here? The manufacturer loses my sale. The retail shop loses a sale and I lose, because I don’t get the product at the time I wanted it.
What can be changed? I can change my shopping behaviour … I go to a direct marketing company, where I can buy the products straight from the manufacturer. All dependencies to a middle man is gone. I buy the products when I need them and I know I will get them and mostly actually delivered straight to my door. So no need to go to a shop to check whether the product is actually available.
That’s it … decision made. I will save time which I can use for more fun stuff in life 🙂
What do you do when your favourite product is not available?
Everyone is good in something. But not everyone seems to be successfully making money with it. McDonalds doesn’t have the best burgers and Microsoft is not the best software company. However, both companies are very successful global companies. How come?
Communication and people skills
It’s the way how they talk to people and how many people they reach with their strategy. McDonalds and Microsoft know who their target markets are. It might be different in every country. That’s why the put quite a bit of money into market research. And it seems to work. (Update … just recently Subway overtook McDonalds in number of branches … What happened?)
How many people do know about your skill? How do you showcase your skill to your target market? We know that people need our expertise … so let’s start to communicate then.
And this list is valid for any kind of business:
Care about people
Get people’s trust
Don’t push sell … try pull sell
Tell the truth
Nobody cares how much you know, until they know how much you care.
Knowledge can be a burden if not it is not shared. There is plenty of marketing out there showing all the features and different models etc. That’s great, but what are the benefits?
WIIFM – What’s In It For Me?
How do you know your knowledge is worth anything? In other words: Does your know-how solves any people’s problems? But to find the right people you need to start asking people. What are they looking for in products?
What are they doing for living?
What’s missing to reach the next level?
What’s not working?
Provide people free information. Give them tips that work for them and put a smile on their face. This way you gained some trust. With trust you attract people to you ( aka pull-selling). Make people curious about you and your expertise. Be true to yourself and to your customers.