Sign & Digital Graphics

January '19

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30 • January 2019 • S I G N & D I G I T A L G R A P H I C S In Praise of Customer Convenience Transactional convenience will make or break a sale Vince DiCecco is a business training and development consultant and owner of the Acworth, Georgia-based business, Your Personal Business Trainer, Inc. He has been sculpting his sales, marketing and training techniques since 1979, and he has shared innovative and practical ideas on business management excellence for two Fortune 200 companies, the U.S. Coast Guard, and in seminars at many sign and digital graphics trade shows. Since 2003, he has been serv- ing small- to mid-sized companies in their efforts to strive for sustained growth and market dominance. Contact him via email at or visit his company website, This statement has instant face validity; it just makes sense. Further, it is consistent with what is swimming in their heads when they have to make buying decisions. Aside from liking and trusting, just how important is that convenience factor— compared to other evaluation criteria—and will it really hold as true in the minds of our customers as it does in our workout facility example? Will your customer really come to consider the convenience you offer to be more significant than certain shortcomings you may have? Competitive Advantage Students of the art form known as "the sale" separate the rea- sons why consumers make buying decisions into six categories: price, quality, salesmanship, service, delivery and convenience. Most businesses—whether they know it or not—compete with other companies in their marketplace in at least one of these areas. Price is nothing more than the amount of money that is charged or collected for a product made or service rendered. Sellers typically place far too much emphasis on the importance of price to the consumer. I mention this because of the answers I receive when I ask the question: "What percent of your cus- tomers buy primarily on price?" Answers frequently range from 20 to 75 percent. Wrong! Although you may debate me on this point, I firmly believe that less than one percent of the buying public makes its decision to buy solely on price. Not convinced? Then ask yourself what percent of the time you choose the cheapest item or service out there, without first considering its ability to otherwise satisfy your needs. I'll bet this doesn't happen often, if at all. Many business people confuse price with value. Value is the combination of the other five competitive-advantage factors that define the tangible worth of a product or service in relation to the number on the price tag. In other words, value is the sum of the quality, salesmanship, service, delivery, and convenience reflected in the product or service. Q u a l i t y m e a n s c o n f o r m a n c e t o r e q u i r e m e n t s o r s t a n d a r d s . Historically, quality often implied P eople who work out with a personal trainer often find convenience to be a key factor in determining how long they stick with the program. If the gym is too far from home, its hours too restrictive, or the accessibility of the trainer lim- ited, the trainee's ambition to become lean and fit may fade. But if a convenient arrangement is established and maintained, the trainee may well overlook a marginally equipped facility, mediocre amenities or even an unfriendly front-desk staff. In my trade show seminars, attendees commonly agree with the statement: "People buy from people they like, trust, and with whom it is convenient to do business." B Y V I N C E D I C E C C O Make it Your Business ARCHITECTURAL AND ENVIRONMENTAL RUNNING THE BUSINESS

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