I’m no salesman. To be honest, I’m not really sure why I chose Scott Schaper’s presentation at Word Camp KC 2018. I am very happy I chose that room. A lot of what Schaper said resonated with me.
“The best clients,” Schaper said, “are not sensitive to price if you are empathetic to their needs.”
Retailers all think our marketing services are too expensive. They don’t see why it costs so much for email or to set up a Facebook account. No list of feature will convince them. Instead, when a retailer says “That’s expensive” say “Yes. It is expensive. I know choosing how to spend limited resources is a big choice, but here is how I can help.”
We need to frame everything in how we can help the retailers. We aren’t selling we are solving. We aren’t vendors we are partners. Vendors sell stuff. Partners solve problems. Vendors produce expenses. Partners produce value.
In 2017 the average net profit for an independent grocery store was .09 percent. We know our retailers are working on razor thin margins causing them to be hyper focused on price. However, if we focus on what their problems are and try and solve those they will be willing to pay our rates. It is all about producing value. Email, social, texting, none of them are difficult on their own. However, when you are trying to run a business and you a thousand other things that need to get done having someone else send a marketing email for you helps. We should steer retailers away from the price discussion and focus on the value of the services we offer.
The email program was just featured in Cara’s weekly email so my inbox has retailers reaching out for information. I’m going to send them the one sheeter, but before I do I am really going to try and learn about what they are doing as a store. What are they struggling with? I’m going to show them that I am on their side.
View Schaper’s presentation here.