It’s All a State of Mind…
August 14, 2009
Sometimes, the obvious solutions to a marketing challenge can’t be easily implemented. A few years ago, when I was speaking for the National Funeral Directors Association, I had a perfect illustration of this.
I had just given a presentation on our Outrageous Marketing strategies to a packed room of funeral directors (yes, you can use our marketing strategies in the funeral profession – it just requires a bit of creativity and a lot of finesse) and was on the shuttle bus back to the hotel.
For those of you who have been at one of my live programs, you know that I’m completely exhausted when I’m all done because I put so much energy into making the session fun, exciting, and, well, useful.
So I’m sitting quietly in an out-of-the-way section of the bus when someone spots me, sits down next to me, and says, “I was in your marketing session – it was great! I was wondering if I could ask you a few questions.” Since I do love talking about marketing and encourage initiative, I really couldn’t turn him down.
He was from New Jersey, and specialized in cremations. He asked me about my favorite strategies for the funeral profession, and I told him one of the most effective tools – in any profession – was to use testimonials.
“Can’t do it,” he said, “it’s not allowed in New Jersey.”
Disappointing, but not the end of the world. How about a referral program where you pay a “finders fee” to nursing homes that recommend your services?
“Can’t to that either – it’s illegal in New Jersey.”
I’m beginning to think that New Jersey isn’t the most friendly place to do business, but we still had other options.
Then try this, I told him: the next time someone comes in, do something extra. Anything extra, really. If they order four plants, put out eight, for example. And don’t even make big deal out of it – in fact, don’t even mention it to the family. He thanked me, and I got off the bus fairly convinced that he was going to try what I had just recommended.
A few months later, I got a call from the very same person explaining that by doing that one simple idea, he had gotten four referrals that turned into business for him.
So by all means, don’t abuse any laws governing your business or profession, but also keep in mind that there’s always something you can do to attract and retain new customers.
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