So the old saying goes.
But with our phones in our hand – and the whole world just a tap away – the truth is that building it just isn’t enough any more.
We have to remind people to come.
And this week, the message was really hammered home.
Our house is very brown. It was built in the 1970’s & pretty much untouched when we moved in.
The doors are brown. The windows are brown. The staircase & kitchen & lino floor is brown (all except the upstairs bathroom – which was avocado).
We’re renovating the house slowly, room by room. And we get through a lot of primer, to cover up all that brown wood.
I got home from work this week, and Tim mentioned he’d got more primer.
“Oh, good!” I said. “Did you go back to the store in town, where we got it last time?”
“Nope” said Tim. “I didn’t even think of that. Just ordered it from Amazon“.
The store in town didn’t mess up.
It’s a brilliant shop. There’s loads of choice, they stock the exact product we like, at a similar price to Amazon.
The staff are lovely. They open late. There’s parking right outside & they’ll even carry it out to your car.
It’s 1/2 a mile from our house.
We’ve bought from them before.
It wasn’t that they were discounted from the buying decision, for any reason.
They simply weren’t even thought about. They just never came to mind, as an option to buy from.
Which is crazy. It’s crazy that you can do SO much good work, and STILL not get the sale.
I’ve shopped with them a lot, over the last few years – logs for the fire, tons of compost and 101 other things besides.
- But I’ve never once been asked for my contact details.
- I’ve never been asked to join a loyalty scheme.
- I’ve never seen their marketing on Facebook.
- I think we had a flyer through the door a couple of Christmases ago – but I’ve not seen anything since.
Now – I know we’re only talking about a £20 tin of primer here.
BUT if you take every person who could buy from that business – but doesn’t, because they’re just not top of mind – the cumulative effect is potentially a lot of money.
I really don’t think it matters if you’re B2B or B2C – whatever your product or service is, the principle is the same.
Reminding people to come & buy from YOU doesn’t have to be complicated.
It can be a simple as:
- A regular email, going out to your customers + prospects, reminding them what you can do for them.
- Sending them a letter.
- Picking up the phone and making a call, to see if you can help this month.
And a million other things.
It’s truly, truly not my intention to be disrespectful here. Running a business is TOUGH. I know what it’s like, when there’s so many conflicting demands on your time.
I completely get why the marketing – reminding people to buy – just doesn’t get done.
But if you’ve built it – put all the time, energy, heart & soul into building a great business – isn’t reminding people to come THE next most important thing?
Until next time
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