Sleigh Bells Ring...And Cash Registers, Too

During the holidays, folks everywhere shop many long hours to buy gifts for the important people in their lives. Spending at this time of year is one of the driving forces of our economy, and retailers go to great lengths to make the frenetic experience a festive one. Macy's Thanksgiving Day Parade, the NeimanMarcus catalog, FAO Schwarz toy decorations and Saks Fifth Avenue window displays are all part of Christmas marketing lore.

When our kids were young, we lived in the Fort Worth, and each December we drove an hour to Dallas to take our children to Northpark Center. There, our family truly got into the holiday spirit. From the sarcastic Scrooge puppeteer who preys on unsuspecting shoppers, to the bigger-than-life clock tower that performs the 12 Days of Christmas, to the most authentic Santa Claus we've ever seen, shopping at Northpark was truly something we looked forward to every year.

Northpark's objective is to give shoppers a memorable holiday experience and put them in the spirit to buy more products from the mall's stores. In reaching a buying decision, retailers understand buyers go through filtering processes they weigh against their "scarce" resources: time, money, knowledge and affinity.

The Filtering Process: The first thing a customer does to filter information is to review options (think about what you do when you're in the market for a new computer). With a universal list at hand, customers begin distilling options by comparing them based on their own scarce resources. Ultimately, they reach a logical conclusion by placing a value on the various options.

Example: Alan owns a foreign car that won't shift into gear. A quick phone call to the dealership where he bought it four years ago reveals that they are no longer in business. What does he do?

In the first stage of his decision-making process, Alan considers all possible means to satisfy his core need ? getting transportation quickly. He starts by filtering out options: find another dealer in a nearby city; look up non-dealer mechanics in the yellow pages; call AAA; park the car in his garage and wait to see if a new dealership opens; fix the car himself; call his brother-in-law; buy a new car; take the bus; etc.

As Alan considers all of these options, his own scarce resources come into play. His busy schedule won't allow him the time to drive to a nearby city. This is his only car, so parking it won't solve the problem; he'd just have to rent another one, and he doesn't have the money to do that. He has no knowledge about fixing brakes. He doesn't really have much of an affinity for his brother-in-law. After working through all the scenarios, Alan finally decides to find another mechanic.

As you might imagine, how he chooses that mechanic activates an entire new set of filters that take into consideration Alan's scarce resources. For instance, since he doesn't know any non-dealer mechanics, he will have to rely on a friend's knowledge of which local mechanics are qualified to do the job right.

The Marketing Opportunity: Looking at the above example from the mechanic's point of view (both non-dealer and those at dealerships in nearby cities) unveils some solid marketing opportunities.

By undertaking this same filtering process to understand the situation similar car owners of that defunct dealership are in, either of these segments could provide the knowledge Alan and others need to make them his choice.

Non-dealer mechanics qualified to work on this car could obtain a list of local owners from the manufacturer. They could then initiate a direct mail campaign that focuses on educating car owners about the benefits of doing business with them. They could also mail a postcard to all of their existing customers: "If you have friends or family affected by the loss of XYZ dealership, we are standing by to help them."

A dealer in a nearby city, presumably with a bigger budget than non-dealer mechanics, could establish a temporary service center to assist car owners of the out-of-business dealership. While it may not be possible for Alan to get there this time to fix his car, there's a good possibility that the next time he's in the market for a new one, he would take time to drive there and make a purchase much bigger than brakes.

Success Handler: With your team, reenact the filtering process that your clients might go through in specific situations. Set up several scenarios and look for the best opportunities for your small business. Then develop an action plan to capitalize on these.

Consider the following:

? What is your message and how will you share it with prospects and clients? What will it look like? How will you deliver it? (Direct mail, advertising, Web site, community event, sales call, brochure, open house, newsletter, industry association, etc.)

? Once you get their attention, what do you want them to do next? (Call, fax, write or e-mail, schedule an appointment, order something, subscribe, enter a drawing, pick out their free gift, turn in their coupon, etc.)

? Once they contact you or allow you to contact them, what will you do? (Who takes the call? What do they say? What other materials do you provide them?)

? How will you follow-up? (Call every XX days, place them on your mailing list, invite them to an event or seminar, etc.)

? Once they buy from you, how will you exceed their expectations? How will you say thank you? How will you keep in touch?

? What are the opportunities for repeat or additional business from them? How will they know all of your capabilities and services? With what other scarce resources can you identity?

Remember, you have to climb inside the shoes of your customers and prospects occasionally to understand how they think and how you will best solve their needs. Whether it's designing better marketing materials to help increase their sales, shipping computers across the country while taking all worries off their minds, or simply making the holiday shopping experience for parents a little less stressful, you need to understand why they buy from your small business.

Happy holidays and Happy shopping!

Copyright © 2004 by Success Handler, LLC. All rights reserved.

The Coach, David Handler, is the founder of Success Handler, (http://www.successhandler.com), and specializes in helping small business leaders find clarity and take action. He understands the challenges of running a business, because he's been there ? as a small business owner, franchisee, franchisor, corporate leader and trainer. Much like sports coaches, his coaching will show you how to compete on a level playing field in your industry.

---

Marketing Strategies to Put Yourself Out of Business

Want to learn how to lose a billion dollars?Just follow... Read More

Promotional Products

As a promotions director for a lot of super markets,... Read More

Itchin For Some Nichin

The whole idea of Niche Marketing is exciting! The possibilities... Read More

Consider Consumer Psychology

In your marketing efforts, be they on or offline, it's... Read More

Packaging Made Frozen TV Dinners Possible

I was saddened to hear of the passing of one... Read More

Reasons Why People Usually Dont Buy Again

There are many psychological reasons why people will buy from... Read More

Buzz Word

Offline, it's called word-of-mouth advertising. Online, it's known as viral... Read More

How to Pick a Winning Business Name

What's in a name?Think of your business name as an... Read More

Ten Breakthrough Marketing Ideas

Ten Breakthrough Marketing Ideas1. Create a directory of web sites... Read More

Shine a Spotlight on Your Professional Service Firm

As a life-long dancer, I know a bit about the... Read More

Breaking The Voice Mail Barrier

Even if you never place a cold call, you still... Read More

Private Practice Marketing: 3 More Secrets I Wish I Knew When I First Started Out

Secret #4 - Get very comfortable asking for paymentOne of... Read More

Business Cards that Make Them CALL

How would you use business cards for gift certificates?I asked... Read More

Mastering the ABCDs of Small Business Marketing & Selling

I believe that small business marketing and selling follows a... Read More

Why Do They Buy?

A recent issue of Entrepreneur magazine included a marketing story... Read More

How To Perfect Your Marketing Message!

When it comes to your marketing message, the little things... Read More

How to Write Fundraising Letters That Motivate Donors To Make Donations to Your Non-Profit

Motivating strangers to give their money away is one of... Read More

Sponsorship: A Key to Powerful Marketing

Sponsorship is the fastest growing form of marketing in the... Read More

Behold the Power of the Tip

You are an expert. You have lots of content -... Read More

Youre Halfway There!...Or Not Part 2

Now that you have had a chance to create a... Read More

15-Minute Marketing: Lots of Results in Little Time

Do you think you don't have enough time to market?... Read More

Build Relationships

Personal marketing makes it easier to sell, by building relationships... Read More

Mortgage Marketing and Advertising ? The Magical Ingredient

Do you offer superior service, consistently close loans on time... Read More

The Seven Keys to Marketing Genius: The Complete Guide to Increasing Your Marketing IQ

How smart is your marketing? Do you follow the crowd... Read More

5 Ways to Upgrade Your Existing Marketing Materials for Practically Nothing!

In addition to direct marketing strategies you want to be... Read More

Mobile Auto Detailers and Newspaper Companies as Clientele

If you are a mobile auto detailer or mobile car... Read More

The Marketing Secret Every Child Knows

Little Kids Ask Until They Get What They Want.Mom, Mom,... Read More

Work Backward And Make More Sales!

It goes against the grain, especially for those of us... Read More

Brainstorming Techniques as New Product Development Strategies

When developing new products and strategies, coming up with unique... Read More

Off the Shelf Small Business Mapping Software

All small businesses can benefit from inexpensive off the shelf... Read More

Coupons that Work

Turn a coupon into a business card (or vice versa).Coupons... Read More

Nine Advance Networking Skills for Seasoned Networkers

A seasoned networker knows the real meaning of networking --... Read More

Are You Ready To Research Your Market?

Picture this. You develop some product or service, spend countless... Read More