In our last FreePromoTip
E-Newsletter, I told the story about how I bought a camera online
and saved $150.00 from the local camera store. In this commentary, I stated:
"I enjoy working with my local camera shop, where I have a good relationship. They educate me and help me be successful in my photography efforts." (Is this not very similar to what we do for our clients? Change the word photography to marketing.)
If you missed this story, click here for the article.
I have something to confess. This story isn't exactly the truth. It was embellished to address a very real point and stimulate a dialogue on a serious issue that is affecting most everyone in our industry.
The "real" story was that I was lusting for a Shoei motorcycle helmet. These are very nice, very expensive helmets. I found it online for $100.00 less than at my local Cycle Gear chain store, where I do buy things regularly. I showed the price to the Cycle Gear store manager, who I know...and asked if they could get "close" on the price. He couldn't and suggested I buy it online. This was a friendly conversation and neither of us felt odd that we were having it. I did however leave the Cycle Gear store with a couple hundred dollars in merchandise. :)
My staff felt that the motorcycle helmet story was something non-bikers couldn't relate to and suggested using something more mainstream...hence the camera was chosen. Truth be told, the only camera I use is on my phone. Shoot me now for this unconscionable rouse! I did this however to bring home in a real way the challenges we face with online shoppers.
How many times have our customers and prospects used us for marketing ideas and then go shop online...or taken our ideas to a competitor? Ouch! That hurts. To further make the point in the story, I included the "bit" on how much the local camera store helps me. In this story, just
substitute my Cycle Gear store with your business. This is what we do for our clients. We help them in a way the online commodity sellers can't.
See below for more on this topic and your opportunity to contribute suggestions on dealing with online shoppers.
Jeff Solomon, MAS
FreePromoTips.com
I'm a seasoned marketing professional with years of experience. For years I taught education sessions on the value of selling solutions and not products or "stuff." Today that concept still holds true, but the marketplace has changed. 
