Keeping Up With The Latest Won’t Guarantee You’ll Be The Greatest

March 19th, 2010 | Category: Mark My Words

Sometimes it seems to be part of the American character, is to chase the latest and greatest. Personally I think it’s not exclusively American but rather simply human nature. Everyone wants to be part of the “latest-greatest” and each of us has our own definition of what it is.

For example, I have my eye on this awesome system for creating direct mail with Personalized URL’s. The system comes complete with the capability for 24/7 client tracking, monitoring and instant response text alerts. But then I remind myself that PURL’s are just one small part of my business. I must balance my wants against my needs in order to determine what makes sense for my business and my customers now. I must weigh the cash and time investment and the sales volume needed to make the investment pay off, against the cost of simply hiring a vendor who specializes in the area to take care of it for me. By choosing the latter I am still able to take advantage of the latest trend in the direct marketing world, without a huge personal investment in time and money. More importantly, I am able to maintain my focus on what I do best.

There will always be the “next best thing” that we feel we can’t live without. Today all the buzz in our industry is about search marketing and the social media explosion. But we must be careful to not get so caught up in the “latest and greatest” that we lose our focus. We must always balance our wants with our needs.

Never forget that the window film industry is very simple, and dealers have limited resources. So we must help them concentrate on the things that work best to position them to sell and install window film efficiently. Dealers must prioritize where to spend their marketing dollars in order to maximize their results.

I have always been a dealer advocate because I believe that the manufacturers’ future is built on their dealers. The choice is to just sit back and wait for a dealer’s next order or to walk around the counter to give them a helping hand in every way we can.

My point is that I think it’s important to not let dealers lose their focus on what it really takes to sell window film. We must be careful not to complicate a process that, for the most part, hasn’t changed in over 40 years. From a selling and sales perspective, what do you think is going to help a dealer sell more film: tweeting two hours a day or teaching them how to generate leads and helping them fine tune their estimating and presentation skills? The answer, and the results, are clear. By keeping your eyes – and theirs – on what works you can keep your business on track even in tough time.

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  1. I recently had a client that brought in a 35.2% response rate from an PURL email campaign using Purlem. It was very simple and effective. I can forward you some details on the campaign if your interested.

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