We suffer from door-to-door salesmen. Each day a knock on the door finds me greeted with an over enthusiastic salesman pitching drain clearance, window cleaning, cleaning products, you name it.
The last few days, the service of choice has been tree pruning.
Tree Surgeon #1:
I was introduced with a firm handshake by a well presented chap, who’d taken the initiative to park his flash fully-branded van on our driveway. ‘Oh, here we go…’ I thought.
“Have you thought about having your trees cut back this spring?”
“erm… no, not really, thanks but no thanks”.
End of conversation. Off he went to my neighbours house. Off I retreated to my office to continue my work.
Tree Surgeon #2:
This time I was greeted by a man dressed in green overalls with a multitude of pruning devices attached to his belt looking like some foliage jedi whose preference was to live in the trees as well as work with them.
“Take a look at how half of your drive has moss between the stones and the other half is clear. That’s because you’re not getting enough sunlight onto your drive because of that tree over there”. Fingers pointing in the direction of the culprit.
“Here’s my card” as he handed over a business card with his name and number on it. “There’s no point in looking at it now as the leaves are falling, but you might want to think about getting your tree cut back in the next month or so”. I thanked him, and off he went. I returned to my desk and contemplated the hours I’d spent jetwashing my drive over the past couple of years.
Who Wins My Business?
Spending money on tree surgery is about as appealing as the dentists. If I’d answered “yes” to the first tree surgeon I’d more than likely already headed to Google to find a local trusted source. But no, I hadn’t already thought about having my trees cut back.
He was armed with a brochure which I’m sure detailed every aspect of tree surgery known to man (this brochure was more like a book…) But he didn’t get the chance to outline to me the benefits of his business.
No matter how professional his appearance he hadn’t hit me right where it hurt. He hadn’t taken the time to figure out what it was that would appeal to me. He’d ignored isolating my potential pain points.
Tree Surgeon #2. He didn’t need to be explicit and point out the hours I’d spent on my drive. He knew. He was offering a solution for an assumed issue I faced. He knew his business. He knew the solution he offered. He knew my pain point.
Don’t just represent your business – be your business. It’s your knowledge and awareness of my issue that will win you my trust. No matter how professional your website may look, it’s the content that counts.
Don’t spend time telling me how you’re the leading this, that or the other. Tell me how you solve issues. Outline what those issues may be, and hit me with the solution you provide. Half the time, I may not even be aware of the time or money I’m wasting without the use of your product or service. It’s your job to show me.
Who will I be calling back to my house in the coming weeks?