[quote]thethirdruffian wrote:
[quote]Sturat wrote:
This is solid but my prices are already very low and by offering a sale i devalue my product further which I dislike. [/quote]
FWIW, I still don’t have a website or even a business card.[/quote]
Why not? This is the cheapest part of marketing.
[quote]Derek542 wrote:
Why not? This is the cheapest part of marketing.[/quote]
Because I don’t need either to get business.
I take the guys to go shoot an elk or a black bear and they never forget me.
[quote]thethirdruffian wrote:
[quote]Derek542 wrote:
Why not? This is the cheapest part of marketing.[/quote]
Because I don’t need either to get business.
I take the guys to go shoot an elk or a black bear and they never forget me.[/quote]
Well you have to do that for sure, but if you got a few more by getting a Go-Daddy web site and some business cards is always a small price to pay.
You ever plan to expand?
[quote]Derek542 wrote:
[quote]thethirdruffian wrote:
[quote]Derek542 wrote:
Why not? This is the cheapest part of marketing.[/quote]
Because I don’t need either to get business.
I take the guys to go shoot an elk or a black bear and they never forget me.[/quote]
Well you have to do that for sure, but if you got a few more by getting a Go-Daddy web site and some business cards is always a small price to pay.
You ever plan to expand?[/quote]
No, I plan to sell out again to the publically-traded drilling company whose dicks I am cutting off in a couple years and who will buy me to end the competition, just like I did before. Probably 7-10 times EBIDTA, since my current offers are that. Want to chop down debt first, though, so I get a bigger % of the waterfall.
Plus, I’ve never seen one business lead in the oil industry come from a website.
Now, you can use websites to recruit people, but my hands typically are picked by me or no speaky the English, let alone use Google.
[quote]thethirdruffian wrote:
[quote]Derek542 wrote:
[quote]thethirdruffian wrote:
[quote]Derek542 wrote:
Why not? This is the cheapest part of marketing.[/quote]
Because I don’t need either to get business.
I take the guys to go shoot an elk or a black bear and they never forget me.[/quote]
Well you have to do that for sure, but if you got a few more by getting a Go-Daddy web site and some business cards is always a small price to pay.
You ever plan to expand?[/quote]
No, I plan to sell out again to the publically-traded drilling company whose dicks I am cutting off in a couple years and who will buy me to end the competition, just like I did before. Probably 7-10 times EBIDTA, since my current offers are that. Want to chop down debt first, though, so I get a bigger % of the waterfall.
Plus, I’ve never seen one business lead in the oil industry come from a website.
Now, you can use websites to recruit people, but my hands typically are picked by me or no speaky the English, let alone use Google.[/quote]
I understand the industry I do all the medical stuff for these type companies. Just curious not nit picking or giving you a hard time. If something is working then KISS is always the moto.
Plus its not like you are suffering by taking them out to hunt or fish 
[quote]Sturat wrote:
[quote]Cortes wrote:
I would definitely take Jewbacca’s advice to heart. He is one of the most astute, upstanding guys I know. I’ve been in business for myself (rather successfully, I might brag) for 6 years now, and I’ve developed a fairly decent bullshit filter. If JB were to offer me advice on anything at all, I’d make him wait while I got a notepad and paper.
Your business does, indeed, sound very specific. It definitely appears to be the kind of service that you NEED word of mouth business. I don’t even know how trade shows would help you all that much, unless you just really dazzled at the shows. Your business involves a very personal product. The type of people who buy bespoke suits take their purchases very seriously, and will not trust just anybody to take care of them. The way most people finally make the decision to go with one guy or another when they decide to is, as you’ve already surmised, word of mouth. Even when you personally walk in the door, you’ll be WAY better off if your prospect has at least heard something about you.
With all of that said, I’d ask you what your strategy for getting referrals is. I think your continued success in the short run is going to hinge on damned near forcing your clients to give you referrals. How are you obtaining your next prospect? [/quote]
It turns out here that those recruiting drives happen in the fall, they also happen at accounting and other professional firms at the same time so it looks like next fall will be a busy time for me.
At this point we do have a referral program in place for our customers but it’s impossible to force them to refer for us at this point I work hard to provide a quality product at a good price with over the top customer service and I hope that they will tell their friends and family.
Stuart
[/quote]
You should know to never use the word “impossible.” ('_^)
Here’s how you do referrals, and you must do referrals:
AFTER you close a sale, not at any time before, maybe as you are writing up the invoice making small talk. I’m not sure how you close, but wait until after you’ve done it. Once your prospect has become a client, he’ll have a hard time telling you no. I was going to write up my suggestions step by step, then I found an absolutely excellent guide on the internet that covers everything I wanted to say plus more.
Also, heed thirdruffian’s advice. He is another who knows what he’s talking about. That’s at least three of us now who have stressed that you must go directly to your customers. I don’t think this can be stressed enough. Ask for your sales directly, then ask for your next referrals directly. You should be able to build a thriving business, by yourself, off a single client.
And if you have employees working under you, you tell them that they are NOT ALLOWED to return with only a grin and a closed sale. They are REQUIRED to bring back one reference at minimum.
I definitely agree about getting in front of people, this is why I’m devoting so much time lately to every networking event I can get my well clothed ass into. That is limited more by my schedule than anything, thus far I haven’t had to pay for a single once as they’re thrilled to comp me tickets the first few times.
It also works well because I am a walking billboard of course for my product. I’m not an easy to fit shape and when I’m wearing what is clearly the best fitted suit in the room it does a great job of presenting for me.
I like the referral ask though for our business I wouldn’t do it at the point of sale because at that time folks haven’t yet seen their product so I’d be surprised if they were quick to refer us anyone.
I think the perfect time for us is when we do the final delivery of a product (after the initial fitting and any required alterations) because at that time they’re wearing their fabulous new product and know exactly how good it looks and of course are thrilled with it. Which is the best time to ask.
I’ll have to put some proceedures together on that one.
[quote]Sturat wrote:
I definitely agree about getting in front of people, this is why I’m devoting so much time lately to every networking event I can get my well clothed ass into. [/quote]
You still don’t get it. The busy people you want to reach are not a “networking events.”
They’re at work or at school.
Get access to the place of work or school, per Jewbacca.
Go hit on the receptionists and lick their cunts or whatever it takes to get access.
We have mobile car wash guys who come to the office. They wash the receptionist’s car for free so she sends out an email telling everyone to come drop off their keys at her desk.
[quote]thethirdruffian wrote:
[quote]Sturat wrote:
I definitely agree about getting in front of people, this is why I’m devoting so much time lately to every networking event I can get my well clothed ass into. [/quote]
You still don’t get it. The busy people you want to reach are not a “networking events.”
They’re at work or at school.
Get access to the place of work or school, per Jewbacca.
Go hit on the receptionists and lick their cunts or whatever it takes to get access.
We have mobile car wash guys who come to the office. They wash the receptionist’s car for free so she sends out an email telling everyone to come drop off their keys at her desk.[/quote]
I get what he’s saying and he’s correct and it’s something I’ll be working more on.
Saying that the people I want aren’t at networking events is just plain wrong. First, there are quite a few people at networking events who are professionals (lawyers etc) who are very happy to hear about my service and if I get one in into an office it’s a great start.
Secondly networking events are a great way for me to come into contact with business owners who can help me in ways that aren’t necessarily direct sales. I recently met a fellow who owns a number of dry-cleaners which do pick up and drop off. I’m trying their service and if I’m happy I’ll be able to recommend them to our clients which is a nice added value and a question I receive frequently .
Plus a great many of his clients are exactly who I want to expose to our business so there are some fantastic advertising opportunities available through him.
It’s not always about direct sales.
[quote]Chushin wrote:
JB, I gotta tell ya: You are one cool Jew.
[/quote]
I’m like a hipster. So decidely uncool, I’m cool.
Good wording for the thread title. I have no advice though, so good luck.
[quote]Jewbacca wrote:
[quote]Sturat wrote:
[quote]Jewbacca wrote:
[quote]Sturat wrote:
I’ve read how to win friends and influence people.
I’m well aware of the effect of language, I used “I suck at marketing” to catch attention here, it’s not exactly what i walk around all day saying.
Let me give you more details:
This is my company, we make made to measure custom clothing for men. Suits, shirts that sort of thing. We come to your office or home for the consultation so you don’t even need to go anywhere.
Basically our sales have been word of mouth and while our clients are starting to drive people our way it’s not really doing much at this stage.
What have we done? Well we joined the chamber of commerce and have done a lot of networking events I get a lot of interest and I’m sure I will start getting sales from these eventually.
My biggest issue is that I’m great in person, if you put me in front of people I do very well at selling our products (though of course initially i’m not selling the prodcut so much as a consult).
My problem is that I don’t know how to effectively get us in front of more people. We’re a small company so even dropping $3k on doing a large trade show is a risk, if it doesn’t pay off that’s two mortgage payments down the drain for me.
I’m trying to figure out how to get myself in front of more people. I tried knocking a lot of doors and I have no issue with rejection but when you knock on a lawyers office they dont’ even open the door. unfortunately the no-soliciting feeling businesses have has prevented me from even being able to open the door.
I’m getting stumped.[/quote]
OK, I am your target audience: a lawyer who buys custom suits. I use two guys.
First, call a big firm during the EARLY part of summer and ask for the “Recruiting Coordinator”. Tell them you are a suit salesman and would like to sell a single suit and 3 shirts — AT COST — to their Law Clerks, who will need suits. Bring her (the recruiter is inevitably a bubbly, hot, girl) something nice. Need fast delivery because the clerks are their for 6 weeks only.
Do the same thing deal for brand new lawyers at the firm who start in September, so call in late August. Call the firm and ask for the associate coordinator, who works to pass out work. If there is not one, ask for the office manager. Sell first suit at cost, with 3 shirts at cost.
Go to the recepitionist at firms, give her something. Ask her to send an email to the new male lawyers telling them that a custom suit guy will be coming on X date and if they want to get on your schedule, they should call/email X number before end of business today before you get booked up. (Thereby creating exclusivity and exegency.) Write out exactly what she is to say and type in on an email. Sell these at cost + 1/2 your normal margin.
[/quote]
This is solid but my prices are already very low and by offering a sale i devalue my product further which I dislike. So my question there becomes why offer it cheaper? As a loss leader to get me more clients? Not a bad idea but again it simply shows that I don’t think my product is worth what I’m asking. Maybe I could put together packages (buy a suit and 3 shirts and get a volume discount as that doesnt’ devalue the prodcut as much)
However there are options as I can bring in some very high end fabrics that I don’t ususally stock at the beginning of the summer for crazy pricing. making sure of course to put the regular price on my website.
STuart[/quote]
Just be blunt: doing it to get market share and lifetime clients. One time only, only basic fabrics. If they go up to whatever, price + 10.
Same model as a drug dealer: first hits free, baby.
The young lawyers move around a lot to other firms. This will be stage two, where you get money by word of mouth.
Here, just get in the door and don’t worry about profit.[/quote]
Always market like a drug dealer, there is a reason why it works. Because it works.
[quote]thethirdruffian wrote:
[quote]Derek542 wrote:
Why not? This is the cheapest part of marketing.[/quote]
Because I don’t need either to get business.
I take the guys to go shoot an elk or a black bear and they never forget me.[/quote]
I wish I could do this more for my benefactors.
[quote]Jewbacca wrote:
FWIW, my experience is not only being a lawyer, but working in my Uncle Moshe’s furniture store from about age 8. I can sell anything. You just need to think this through.[/quote]
My product is salt, my client base is slugs. Go.
[quote]Sturat wrote:
[quote]thethirdruffian wrote:
[quote]Sturat wrote:
I definitely agree about getting in front of people, this is why I’m devoting so much time lately to every networking event I can get my well clothed ass into. [/quote]
You still don’t get it. The busy people you want to reach are not a “networking events.”
They’re at work or at school.
Get access to the place of work or school, per Jewbacca.
Go hit on the receptionists and lick their cunts or whatever it takes to get access.
We have mobile car wash guys who come to the office. They wash the receptionist’s car for free so she sends out an email telling everyone to come drop off their keys at her desk.[/quote]
I get what he’s saying and he’s correct and it’s something I’ll be working more on.
Saying that the people I want aren’t at networking events is just plain wrong. First, there are quite a few people at networking events who are professionals (lawyers etc) who are very happy to hear about my service and if I get one in into an office it’s a great start.
Secondly networking events are a great way for me to come into contact with business owners who can help me in ways that aren’t necessarily direct sales. I recently met a fellow who owns a number of dry-cleaners which do pick up and drop off. I’m trying their service and if I’m happy I’ll be able to recommend them to our clients which is a nice added value and a question I receive frequently .
Plus a great many of his clients are exactly who I want to expose to our business so there are some fantastic advertising opportunities available through him.
It’s not always about direct sales.[/quote]
The only people I find at networking events (except a few exceptions) is unemployed people. I’m not sure how interested you are in tailoring for people who are looking to be hired by going to events with other people who don’t have jobs.
[quote]Brother Chris wrote:
[quote]Sturat wrote:
[quote]thethirdruffian wrote:
[quote]Sturat wrote:
I definitely agree about getting in front of people, this is why I’m devoting so much time lately to every networking event I can get my well clothed ass into. [/quote]
You still don’t get it. The busy people you want to reach are not a “networking events.”
They’re at work or at school.
Get access to the place of work or school, per Jewbacca.
Go hit on the receptionists and lick their cunts or whatever it takes to get access.
We have mobile car wash guys who come to the office. They wash the receptionist’s car for free so she sends out an email telling everyone to come drop off their keys at her desk.[/quote]
I get what he’s saying and he’s correct and it’s something I’ll be working more on.
Saying that the people I want aren’t at networking events is just plain wrong. First, there are quite a few people at networking events who are professionals (lawyers etc) who are very happy to hear about my service and if I get one in into an office it’s a great start.
Secondly networking events are a great way for me to come into contact with business owners who can help me in ways that aren’t necessarily direct sales. I recently met a fellow who owns a number of dry-cleaners which do pick up and drop off. I’m trying their service and if I’m happy I’ll be able to recommend them to our clients which is a nice added value and a question I receive frequently .
Plus a great many of his clients are exactly who I want to expose to our business so there are some fantastic advertising opportunities available through him.
It’s not always about direct sales.[/quote]
The only people I find at networking events (except a few exceptions) is unemployed people. I’m not sure how interested you are in tailoring for people who are looking to be hired by going to events with other people who don’t have jobs.[/quote]
That may just be a question of which events you go to. The ones hosted by our Chamber of Commerce are generally business owners or high level employees plus a few people who are looking to sell a product to said people.
I don’t just go to random ones I do make sure that the people there are people I want to talk to. The easiest way is to get a free ticket and try it, if it was good i go back, if it wasn’t it cost me 2 hours.
So here’s a thought.
My margins aren’t very high so discounts I can offer aren’t huge. However I talked to one of my suppliers whom I’ve been using and he’s agreed to help me out a bit with this in that he’s going to do a buy on some zegna fabric. Long story short it’ll be a bit of a limited selection (30 fabrics or so) but I’m going to be able to offer them for $1k each which is half my normal price and less than half of what you’d be able to find anywhere else. I’m not making much off this, really just enough to cover my costs but it allows folks who like high end suits, or who are thinking of liking them to get a $2k-$3k suit for a mere $1k.
Does that sound like the sort of offer youre suggesting? I have no problem helping the laywers or whomever at the office out on other fabrics but that deal is freaking amazing and should be damn near unbeatable. Of course I won’t be able to do it indefinitely as we will have a limited amount of each fabric but it should get my foot in quite a few doors.
Thoughts?
STU
Ps. I really do appreciate the advice and opinions guys, keep them coming. Thank you.
Do you really think an initial sale at 50-66% off is a good idea? Just my thinking, but it seems it would be hard to follow that up with a sale at 2-3x the price, especially if they’re happy with the $1k suit. They might be ok paying $1.5k for the next suit, but $2-3k seems like a hard sale.
I personally would go with 20-25%-off as an entry level price, instead of 50-66%-off. I just think that cutting the price THAT much might make it hard to get followup sales.
But I don’t know your market, and I don’t know your customers buying patterns.