Business Edge
Creating need...the ultimate marketing tool
By Jeff Tobe, CSP

Successful eyecare professionals realize--either consciously or in retrospect--that their success has everything to do with marketing. If you approach what you do as marketing a product or service that your potential customer NEEDS, this puts the focus on what you are offering. This is not about selling; it is all about service.

We have all heard of the phenomenal service offered by Nordstrom--the upscale department store chain. There has even been a book written about its outside-the-lines customer service.

Here's an example of my own experience with Nordstrom that shows how they change wants into needs.

I walked into Nordstrom in the Dallas Galleria intent on purchasing a pair of running shoes I knew they carried. After being approached by a friendly (but not overly-friendly) salesman named James, he asked me a series of questions about my desire for that particular shoe. By analyzing my answers, James convinced me that another shoe was far more appropriate for the multi-use needs that I had. He went to get me the shoes to try on.

James returned with nothing in his hands and a disappointed look. He informed me that the shoes were out of stock, but that he could order them and have them delivered. I am a 'instant gratification" kind of guy, and if I couldn't have them now, I could find them back home. James persisted. "Mr. Tobe," he said, "are you going to be in the mall for a while?"

I hesitated, but informed him that I planned on having lunch before I left. He replied, "Let me try to find the shoes. Come back when you are finished eating."

I agreed and left, thinking that this was odd. There is only one Nordstrom store in Dallas, so how could he produce my shoes in the next 45 minutes?

When I returned, however, James was beaming. He had the shoes! As I tried them on, I noticed a price tag on the box from an athletic shoe store also found in the mall--a competitor!

James had gone to the other store, purchased the shoes and had them ready for me. Not only that, but the price on the tag was $2 more than the price James was quoting me. When I inquired as to why he had done this, he replied, "Mr. Tobe, it is worth the effort and the extra $2 to make sure you come back to us next time you are in Dallas." Needless to say, I bought the shoes.

WORD-OF-MOUTH

I have shared this example with hundreds of people. Donna Fisher, author of People Power and Power Networking, has a great grasp of word-of-mouth marketing. She says building good business relationships makes good business sense.

The problem? Like many of you, many people associate this positive kind of marketing with being a "pushy salesman." To overcome this obstacle, it is important for you to remember that being vocal about what you do and what you can offer is, in reality, providing a service to others. And, it makes it easy for them to remember you when the need arises.

Encourage people to tell others how they value your service or you as a person. This is word-of-mouth marketing at a personal level. There's no better marketing than that!

For more tips, attend the next Business Edge conference on March 25 at International Vision Expo East. For more information, visit www.visionexpo.com.