Haaaaaaiiiizzz Tonyo ! here is your rough draft sales pitch polish it you know what to do.......................................................... Selling is scientific and advertising is an art on how to get things into the head of each consumer in the cheapest way possible. The following are ways to explain how your gas station can benefit by putting up a photo studio in it. What’s been happening all around us is that more and more, businesses are beginning to see the future of customer service. It’s called Customer Relations Management [CRM]. You just don’t excel in your core competencies, but you begin to understand and manage the customer as an “ENTITY” with a long term return. Adapt to changing lifestyles, creates new markets. This was the typical scenario 15 years ago. An automobile enters a gasoline station and heads for the pump area to gas up. The occupants include the dad, who is likewise the driver, the mom and two kids. Dad pulls down the window instruct the attendant to fill up the tank, settles the bill and drives out of the station. All done in less than 15 minutes, assuming that there is no waiting or long queues. The only interaction with the customer was when the attendant asked how many liters and got the payment. Analysis: CUT AND DRIED CUSTOMER SERVICES. Ten years ago, the scenario went this way: Dad leaves family at the shopping mall or a nearby restaurant while he drives to a gasoline station to fill up. He then moves over to the service shop, also within the station, for tire rotation, engine tune-up or replacement. Analysis: CUSTOMER SERVICE WITH A “LITTLE EXTRA” [SERVICE SHOP]. Five years ago, the scenario changed again. While waiting for the gas tank to be filled, the attendant offers to check the oil and water. For a while, there was even the free windshield cleaning. If dad is lucky, and there are not too many motorists, he even gets to have all the windows cleaned. The mom and kids watch in fascination as the attendant wipes off the dirt from the glass. Analysis: THE “EXTRA” MILE IN CUSTOMER SERVICE WITH AN ENTERTAINING ANGLE TO IT. Fast forward to today. Dad drives up to the gas station and while having the tank filled, the mom and kids visit the station’s convenience store to look at some merchandise and possibly purchase some groceries. Attendant goes to check the oil and water levels as well and commences to do the windshield washing. Sensing the needs to also have a tune-up or oil change. The automobile is parked at the service area while dad joins the rest of the family for some meals or snacks either in the convenience store or the various dining outlets within the station no need to rush, there are a lot of things to do there. Analysis: GOING BEYOND THE EXTRA MILE IN CUSTOMER SERVICE. Gasoline stations are moving towards “LIFESTYLE MARKETING”. This means getting the primary customer to spend more time at the station [or find more value in the product], and getting as well other secondary markets [wife, kids] to begin associating themselves or attractions that cater to their own needs, in a way, it is also an “EDUCATION” strategy of getting the kids to remember the station [ brand name or image ] and make patronize it as well, when they grow older and eventually become the decision-makers. In these trying and changing times there is no better strategy but to eventually go for “LIFESTYLE MARKETING” to create new markets and strengthen existing markets. But the road to take is not easy. A recent survey on companies in Asia that does CRM platforms showed that seven out of every ten companies fail to even meet the standards of a correct CRM system. This doesn’t come as a surprise since many Asians felt that after listening to some success stories abroad, attending some seminars, developing the surveys and buying state-of-the-art IT Systems, they can already implement a CRM program. Bottomline: even those who did not perform before did exceptionally well. Sales shot up by 50 percent. Loyalty of customers garnered 85 percent of its total base. Advantages of having your own brand name of studio: NO FRANCHISE 1) Personal brand- The use of the service is inherently subjective in that, due to the human condition, all persons experiencing a service would experience it uniquely. 2) Art of perception- other studios just build brand name, but after you experience their services you can become irate since their service is not always the same. Art-related business (REQUIRES ARTISTIC SKILLS EVERYDAY) are difficult if not impossible to control quality. The business runs at the same time 7 days a week. 3) Quality is everyone’s responsibility-small but high quality photo studio. 4) Everyone experiencing a service would experience it uniquely. 5) A spectrum-not all products are pure goods, nor are all pure services. 6) Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. 7) With more diversity in the tastes of modern consumers. 8) Firms are taking note of the benefit of servicing a multiplicity of new markets. 9) Market segmentation can be defined in terms of the STP- segment, target and position- STP- those busy professionals passing through South Super Highway. 10) Pertains to the division of a market of consumers into persons with similar needs and wants. 11) It does not possess material form before the services rendered. 12) Ability what counts, talent kick. 13) They cannot steal or copy the finish product without your permission. 14) As example of the above points, a photo session can be deemed as a service if one buys a photo session services, the use of the studio is typically experienced concurrently with the purchase of the photo package. 15) Moreover, a photo session cannot be smelled, tasted or felt as such. Granted a seat can be felt, the fun and excitement can be felt and the photo session with family and friends can be heard, the joy and laughter during photo shots can be heard. It will forever remind them of your studio, the studio becomes part of their good memories. Nonetheless one is not paying for the permanent ownership of the tangible components of the studio. 16) They just brought home memories of good times printed on paper. 17) They will come back for more paper print/ picture reprint and it means cash. 18) Marketing for me is successfully tapping different touch point that delivers positive result. 19) An intermediary example may be a restaurant (as the waiter services is intangible, and the food evidently is tangible in form) TALENT KICK, ABILITY WHAT COUNTS. Unlike trading goods they the customers can avail of it in some other place. Restaurant requires big capital unlike photo studio-an ordinary “ office printer “ that make lots of money anybody can put up a studio but not just anyone have the right location.
Posted on: Wed, 23 Jul 2014 16:08:56 +0000
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