Have you heard the term, “Your customers vote with their money?”
Since 2016 is an election year, I’m taking this opportunity to announce my candidacy for BEST WEDDING FLORIST IN TOWN. If elected, I promise to provide my clients with only the freshest, longest-lasting flowers styled the way they want for their big day at the best price.
We’ve all heard the promises; we say we have the finest product or the best customer service. But what do we really have? Words. What do we really need? A value worth standing on. Just like politicians, our words are empty without action.
There are three values your business can chose to create action: Quality, Cost, or Convenience.
Quality means you are truly going to give your clients only the very best. Sub-par will not do, and mediocre is an insult. You want to be known as the wedding pro who provides the longest-lasting flowers/moistest cake/capture unique images. Lexus created the perfect model for quality. Cost is not an issue. Sure, the “select” alstromeria is considerably cheaper than the “perfection” variety, but you are not about cost, you are about quality (to use a floral analogy; you can relate to your own products). You want your client to call you four weeks after the wedding and say, “Hey Bob, you know my flowers are STILL alive!” Your clients will not mind paying more for you than someone else as the value here is present (long lasting flowers in my floral example). In addition, you keep true to the cold chain, making sure that the flowers are properly conditioned, processed and stored at the right temperature for maximum life. With quality, your products and services are perceived as more of a sought-after luxury.
Cost means you are planning on making money by offering the least expensive products and services you can get your hands around and you sell them for less than your competitors. WalMart is the father of all cost value examples. Using the flower analogy again (I’m a florist after all), the flowers may not last as long because they are a lower grade, but you are able to offer them cheaper than your competitors and this will (ideally) bring more brides in your door (read: volume). With this value, you also appeal to a wider variety of clients, and not just those who can afford a luxury item.
Convenience means you want to woo your clients by making it easy for them to shop with you. Perhaps you offer Skype as a means for consultations so the bride never has to leave her home or get dressed to meet with you, or you offer prices/packages right on your website and brides can purchase without ever even speaking to you. Amazon wrote the book on convenience. The value here is that your time-sensitive clients find it easy, maybe even effortless, to buy from you.
Let’s take a look at my election pitch from the first paragraph. What do you think my platform is? Quality! I want to provide my clients with the freshest, longest lasting flowers possible and at the best price. I didn’t say cheapest, I said “best price.” I want to provide value in the fact that I am giving them flowers that she will get to enjoy long after the ceremony. And I am going to give her what SHE wants–not what I think she should have. This is a luxury in the wedding-floral world, and brides will pay top dollar for it.
Sounds good, right? Now your clients are heading to the “polls,” I mean, consultations, to vote with their dollars and you are up for re-election. What’s your pitch? I suggest picking one main platform to run on, one that will set you so far apart from your other competitors that the residents of your town would be silly not to vote for you. You can add elements of the others, as I did, but pick one main platform to focus on.
Now blast your competition right out of the race and win!