Uncommon Common Sense #10

For almost three months, now I have posting what I think are valid examples of ‘common sense marketing'. This is the final one. Retailers might wish to do an internal audit of their businesses to determine how well their marketing uses a common sense approach. While this audit may not be totally scientific, it might reveal areas that should be targeted for improvement. I would be happy to email all 10 examples that have been posted along with a scoring matrix (free, of course). Just email me with a request to jim@furnitureindustry101.com. This is common sense example #10.

Common Sense Example #10 How Customers Think. I wonder if some marketing consultants don't seem to portray what they do as complicated, foreboding, and a little mysterious. Wouldn't it be nice to know what the customers were thinking? This is, after all, pretty much what marketing people attempt to do. Aren't they supposed to determine what excites customers then devise ways to appeal to that excitement? I may get a lot of negative responses for this, but I really don't think it is all that complex.

I learned a little trick many years ago to assist me in developing effective marketing efforts designed to sell an item or an event. It is quite simple. You see, I am probably the most typical consumer there is. I love a bargain, and I become excited about sales events, especially, if they involve something that I am interested in buying and if it seems legitimate; and this is the trick. Think like you think when you're considering buying something, and apply it to what you are trying to sell. It sounds too simple, right? There must be more to it than this. Not really. What was going on in your head the last time you bought a TV, sound system, table saw, computer, sewing machine or whatever you spent more than a few dollars on? What got you excited? What increased your desire to own the item? Why did you buy the item where you bought it?

There are only a few motivations for buying a piece of furniture. For instance a customer that is in the market for a dining room set. 1) The customer doesn't have one and needs one 2) The customer has one but it is ugly, mismatched, second hand or a hand-me-down, or it is out of fashion 3) The customer has one but wants a nicer, better one 4) The customer has one but some of the pieces are broken, 5) the customer wants one that will better fit the decor. That's about it. The question then, is what would make you decide to shop at your retail store for a new dining room set if you fit one of these motivational categories, based upon your own buying proclivities. You might want to see an extremely wide selection like you did when you bought your computer. You might want it to have interesting features like when you bought your sewing machine. You may want a table that expands to great lengths for entertaining. Chairs that are comfortable for long, leisurely dinners might be important. A selection of case pieces to meet your specific needs might enter into the decision. The trick is to think about what you might want then sell it that way. Once you understand where the button is, push it. Don't just promote the finish, style, and price; sell to the consumer's motivation. It's simply common sense.