The Doomsayers Among Us
The second problem comes with how potential clients get the knowledge; the Internet offers an infinite amount of information (and disinformation). And, rumors never die; they just get a new headline with a hot blog and email blast.
The solution is to stop hiding things already in plain sight. If it’s a competitive product, acknowledge other surfaces and show how natural stone offers a clear advantage. Plus, don’t wait for a customer to ask about any potential problems; point out the areas where others sell against stone and set the record straight. (Believe me; it’s reassuring to have someone answer questions before you pose them.)
“Nobody buys that ______.” That open-ended blank encompasses a wide world of examples, from specific products to general categories to geographic locations. My classic example came early in the stone trade, when a fabrication-equipment rep at a trade show told me, with absolute authority, that “nobody buys machines west of Memphis.” No, not just his machines – any machines. (I haven’t seen him or his line of product for a few years.)
What I’ve seen over the years is that the person saying this bit of wisdom rarely lies. In some cases (such as some of the new materials offered as green alternatives) the supply outstrips demand at that particular moment. The lack of purchases may be true today, but keep checking the market before standing fast in the future.
The majority use of the phrase, though, comes from a limited view of the market. First off, it’s easy to say that nobody’s buying if the speaker isn’t selling, or at least recognizing sales by someone else. Couple this with a diffident or negative opinion, and it’s a formula to keep believing something long after the time passes for optimum action.
Question any absolute opinion on a market, especially if it’s negative. It could be true … or it could be an opportunity to profit nicely.
“We don’t need to advertise.” OK, there’s some self-interest here, given that you’re reading this in a publication or on a webpage reliant on ad sales. The real concern, though is that I hear this more from shops and services dealing in retail with end users; it’s the level where the results can be deadly.
Word-of-mouth (or, more-accurately, personal referral) offers a tremendous boost to any business; it sells your goods and services based on a positive reputation. Work it right, and your business snowballs.
The problem comes with the size of your potential audience. If you have a small, profitable niche, as with a few high-end neighborhoods or an atypical specialty, you’re set.
Otherwise, you need to rely on the enthusiasm of your customer base, and having them continue to make contact with potential customers. Your previous customers also need to stay out of bankruptcy or foreclosure, which became all too common in the past few years.