Has your email in box been overloaded with “last chance” marketing messages. For the last week, numerous SMB retail businesses along with a couple of service providers (executive coaching and consulting firms) continue to send “this is your last chance” or “take advantage of this last chance.”
The essential problem is all of these “last chance” traditional marketing messages focus on product and price. They are sales pitches first and foremost.
For today’s educated buyers be they homeowners looking for a realtor to executives seeking solutions to repetitive workplace culture and operations problems price is usually not what is going to make or break the sale for the top sales performers.
Last chance marketing messages make price the primary motivation for buying even though top sales performers never allow price to be the fallback position.
When SMB firms resort to “last chance” marketing messages they ignore the value drivers of their customers. Years ago my father shared with me that all customers share three basic value drivers. There are others unique to each customer, but generally speaking the following are shared by all buyers:
Dad also said for the most part buyers place far greater importance on two of those value drivers (when all conditions are equal). Believe it or not price was usually not one of those two. What my father shared is just plain common sense.
As buyers, are we willing to give up quality? Do we want to have to return the item or buy a solution that does not solve the problem? I think not. Remember the old acronym for Ford cars: Fix or repair daily.
Also as buyers are we willing to give up delivery? Usually buyers want the purchase now not later. Are you willing to wait a few days less along weeks or months?
So price becomes less of an issue when push comes to shove. Of course educated buyers have done their research and are not willing to totally ignore price.
Marketing messages are all about attraction, getting noticed, establishing expertise. They never should be sales pitches.
Marketing is not selling; but selling is marketing.
When price enters the marketing message, these other aspects are ignored and this can be a very big barrier to achieving the two-fold goal of marketing of positive attention and building a relationship.
If you have engaged in “last chance” marketing messages, be authentic and send out only one of these email to direct mail messages. Also consider working more on attracting attention and building relationships the first 11 months of the year instead of waiting until the last two (2) weeks of the calendar year.
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Leanne Hoagland-Smith is THE People and Process Problem Solver. She supports forward thinking leaders in bridging the gaps between the two problems restricting strategic business growth – people and processes. Leanne can be reached at 219.508.2859 central time USA. Follow her on Twitter or check out her profile on LinkedIn.