In 1989 when I was still the world's worst CPA, I
moved from Loogootee, Indiana (population 2,700)
to San Francisco where I joined a Big 5 accounting
firm. My first client was a high-end women's shoe
store on Union Square just 12 steps away from
the cable car line.
"Culture Shock" doesn't begin to describe my
bewilderment.
A few weeks earlier, I had been arguing with Amish farmers over the value of $75 work boots that they would wear 18 hours a day for years.
Now I stood in a shoe store where women were buying multiple pairs of $1,700 Bruno Magli shoes that were not much more than a few strips of leather perched on dangerously high heels.
I expressed my disbelief to the short Australian
storeowner.
He said, "Son, as long as you go around counting
other people's money, you'll never have much of
your own. But if you focus on giving people what
they want, you'll have money pouring out of your
ears."
I knew from doing his books that he was telling
the truth, because he was making more than I
dreamed possible.
The women buying the shoes wanted to feel
glamorous. Paying an egregious amount of money
for the stylish shoes gave them what they wanted.
These women were more interested in exclusivity
than value.
The Amish farmers in Indiana wanted to feel that
they could negotiate a better deal. We found that
marking up their boots to $95 and allowing them to
negotiate a special price of $75 gave them what
they wanted, but only if we made a big production
about them taking advantage of us. It wasn't the
price of the boots; it was the ability to negotiate
a better deal that mattered to them.
As you look at your business, put yourself in
your customer's shoes. It doesn't matter if they
are Bruno Magli stilettos or Wolverine workboots;
each customer has an emotional need that must
be gratified.
Bottom Line:
When you give your customer the feelings they
crave, you'll have money pouring out of your ears.
For more great tips, send a text message to 36000
with the word COACH as the message.
. 
Dick Larkin
ps. I have an opening for a key accounts representative calling on national and regional accounts. |
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Upcoming Coaching Event:
Text Marketing Coaching Call - Tuesday, February 14
In this call, we'll discuss the ways that local businesses are driving business on demand, building their professional reputation, and selling their stuff
Tuesday, February 14
2:00 PM Central
Conference call:
Dial: (530) 881-1300
Access Code: 544214#
Add to calendar
Send your questions to Dick.Larkin@HomePagesDirectories.com
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Text Marketing Webinar - Thursday, February 16
On this live webcast, we'll do a deep dive to a local business using text marketing and share the lessons they've learned to engage customers.
Thursday, February 16
2:00 PM Central
Register Now. Space is limited.
https://www2.gotomeeting.com/register/920261738
There is no cost to attend. Invite your friends.
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Schedule Your Texts Now for These Holidays
Holidays are ideal times to connect with your subscribers.
Contact us for a complimentary text marketing planning calendar to put your text marketing program on auto-pilot.
March Holidays 8 International (Working) Women's Day
11 Daylight Savings begins 15 Ides of March 17 St. Patrick's Day 20 Spring (vernal) Equinox 20 Earth Day 25 Feast of the Annunciation
For more odd and obscure March Holidays click here
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Quote of the Week
Mickey Mouse popped out of my mind onto a drawing pad 20 years ago on a train ride from Manhattan to Hollywood at a time when business fortunes of my brother Roy and myself were at lowest ebb and disaster seemed right around the corner.
The way to get started is to quit talking and begin doing.
Walt Disney
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Photo of the Week
Finally a pie chart that I understand
 A cute text cartoon
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