What does an umbrella, a bottle of water, and a funeral have in common? “Small Business Stacey” shares how the scripting of everything your business does is critical to the success of your marketing. #SmallBizMarketingWiz #ASmallBizLife
Marketing in 2 Minutes or Less: Marketing Lessons Learned From A Funeral Part 4
A bottle of water is just a bottle of water, or is it?
Hey everybody, Small Business Stacey. Now, when you go to a funeral you’re probably not thinking business, but me, I always have my marketing mindset going on, and I always look at every business, even funeral parlors, to learn and understand how they leverage the power of marketing. And, there were so many great marketing lessons learned from this funeral parlor, that was actually in a very small town of Weirton, West Virginia.
They had their sales scripting perfected. They made me, as the funeral attendee, feel very comfortable, and the family as well. So, every moment, although it may not necessarily have been clearly understood to the people being there, I got the marketing of it all, and I want to share some of that with you today. So, from the moment that we drove up, somebody was there to let us out of the car and park the car for us. When we went in somebody was there opening the door.
Now, it was all the little things in the funeral home that really stuck out to me. So, at the door, they had this big container full of umbrellas, because if it was raining and somebody, for example, didn’t have an umbrella, they had these umbrellas. They had bottled waters all throughout the home, but not just bottled water, it had the funeral home’s branding on it, so as people are walking around, and they leave, they have the company’s information on there.
They had mints all throughout the funeral home, because people are conversing and talking to each other, laughing, crying, and, you know, you don’t want to do that with bad breath right, so they had mints. Of course, it’s a funeral so there is sadness, so they had tissues everywhere, and easily… little trashcans to dispose of those. The bathrooms were meticulously clean and had a nice relaxing smell to it.
It was all of these little details that came together to create this story about this funeral home, that created a great memory. Now granted, I’m not in Weirton, West Virginia, but many of the people who attended that funeral are, and they will think of that funeral home when they have the need for those services.
It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.
So the marketing lesson is, is think through your scripting from the moment that a prospective customer, client, or patient comes in your door. How do you walk them through your process? Do you think of the little things? Do you know what their pain points potentially are so you can make them feel comfortable? I have a client in the electrical industry, and I’m working with him right now to create what I call these little treasure chest of chachkies. So, when the technician is done, they’ll be, you know when you used to go to the dentist, and you have this little treasure chest, and you can pick out a prize, we’re going to be implementing the same kind of concept.
Now, we’re going to be leaving a magnet, because that will then go on the refrigerator so that the next time they need electrical help they’ll think of the electrician. But in this treasure chest, there’ll be like some goodies that they can pick from, maybe it’s a mug, if they have kids there’s going to be some things in there for them, like stress balls and coloring books. If they have pets, like, there’ll be some pre-wrapped little doggy bones. All of these little things are important in establishing that branding and rememberable factor.
I have a cleaning company who is a client, and we’re doing this as well. We’re partnering with a local restaurant, so after their home is all clean and meticulous we’ll be leaving a home cooked meal so they don’t have to worry about messing up their kitchen right after they had their house cleaned. These are small, little things that go into the marketing and sales scripting of the message and the branding that you want to leave with your customers, clients, and patients.
So, think about that, and leave me a comment below of what your big takeaway is for how you can incorporate that sales scripting into your marketing.
This is Small Business Stacey, your Small Biz Marketing Specialist here to help you get your marketing into action and help you become a #SmallBizMarketingWiz.
Stacey Riska, aka "Small Business Stacey" is a serial entrepreneur who is passionate about saving small - and not so small - businesses one marketing plan at a time. She helps business owners become a #SmallBizMarketingWiz by teaching them marketing strategies that get MORE: MORE leads, MORE customers/clients/patients, MORE sales, and MORE profit. Stacey's in-demand "Small Biz Marketing Success Coaching and Mastermind Program" is transforming the businesses - and lives - of those who want wealth, freedom, and market domination. Her highly acclaimed book "Small Business Marketing Made EZ" lays out the 6-simple-step plan to get your marketing into ACTION - literally and figuratively. Stacey is also the creator of Cups To Gallons, the place where independent coffee, smoothie, juice bar, ice cream, dessert and snack shop owners go to learn how get into lucrative catering so they stop selling by the cup and start selling by the gallon. In this program she teaches from experience, as it was the key strategy that transformed her coffee and smoothie business from being $500K in debt to a 7-figure profitable business. When not saving the small business world, she enjoys sipping red wine, eating chocolate (who doesn't!) and spending time with her amazing husband.
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