My friend A. J. Farley owns an inventory service business in Tennessee and he and I had this very discussion via Twitter this morning because his town is recovering today from Friday's tornado. His blog is very moving, very heart-felt. I couldn't convey the feelings any better myself, so I ask you to read his blog. Then say a prayer, be grateful for what you have, share this with a friend, pause and internalize your feelings - or whatever it is you do in situations like this.
What do you think? Help A. J. and I out. Is it best to sell the fear, capitalize on a horrible disaster, or trust people will realize the need and respond to the soft, education-type of 'sales' that we currently use? Let me know.
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7 comments:
Absolutely, I would discourage you from marketing your disaster recovery services to people who have just been influenced by a disaster. To those who are directly affected your words will sound cruel and opportunistic; to those merely aware of the sad turn of events your pitch will sound like fear-mongering.
Instead, I suggest you partner with other people who are in the complementary businesses. Everyone who sells some form of insurance could have Hartman Inventory brochures. Contractors and roof builders should also be made aware of your services.
A tremendous advantage to this approach is that those organizations often receive payment over time (in the form of debt service or premiums), and if you are partnered with them, you can be paid by them instead of by the property owner directly. This seems much more attractive and makes the community of providers more responsible overall.
@robbyslaughter
The question comes down to what position do you want to be in with your newly acquired customer in the future. The customer acquired through fear will eventually have their fears ease, and then they may not value your service and furthermore may speak against your tactics to others. The customer you acquire through education you may have for life, and their referrals will be worth more too.
A. J. did the right thing--talk about fears and gratitude, mourn for loss, establish himself as a caring community member. When some time has passed, I think he should return to this topic and discuss how his service, while it can't prevent disasters, can help people weather them. That message will resonate better later than in the immediate aftermath. You should be a person first, share personal thoughts, and give some time and space before you introduce the business aspects.
Hello Cindy,
I think blogging stories about what happens when disaster hits is fine for your business. You can share the value of your service right when the topic is making news.
Sending out a news clip along with a blog post will bring home your point for having a home inventory. You're not trying to make money off someone else's tragedy, you are using the tragedy to magnify the value of what you do.
Keep up the good work!
Larry Kevin
The Actionator!
Thanks for the comments Robby, Eva, Barbara & Larry Kevin PLUS all the Twitter responses. It appears we are handling our marketing/promotional efforts properly. I've always felt we were, but when a few friends and biz associates suggest other tactics, I just needed a reality check. Mike and I are started the biz with the "educate to sell" rather than pushing the fear; you've confirmed we're on track.
I appreciate you taking the time to respond.
Cindy, You have insightful readers and your comments are much appreciated. Thanks for your input folks. It really means a lot to me.
A. J. - It's a pleasure being in the inventory service industry with you!
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