I stopped at the glass repair shop this week for four 8″ X 10″ panes of glass to repair an “old fashioned” wood window sash. I like the owner of the shop and go out of my way to buy glass there.
“It’ll be just a few minutes”, he said, “I don’t have precut panes anymore, there isn’t as much demand for repair panes as in the past.”
As I watched him skillfully measure, cut and newspaper wrap the glass, I offered, “Is that because so few people have wood sash windows now?”
“Sure is. Most windows are double pane sealed glass that I have to order from the factory; glazing windows is becoming an uncommon art.”
The conversation reminded me of the hundreds of traditional businesses like window glass repair that chose not to change as their markets changed. Start thinking about buggy whip makers and progress to hand washboard manufacturers and makers of men’s hats and women’s white gloves. Flash forward to television repair shops, print shops and corner full serve gas stations.
The product or service changed; the business model did not.
Large corporations in the manufacturing, wholesale and retail business simply ran over the tops of the Mom and Pop businesses.
Thankfully, Wal*Mart hasn’t decided to enter the horse business yet. But that doesn’t mean the equine industry is not changing.
If you haven’t noticed it changing, I’m here to tell you it is. Your clients/customers are not the same as they were five years ago.
They are more demanding and less patient.
Now, that’s not a criticism; it’s an observation. And I confess, I’m more demanding and less patient than I was five years ago and you probably are too.
So how do you offer more in less time?
One way is to leverage e-mail and collect your prospects’ and clients’ e-mail addresses. Right after you ask for the phone number, get the e-mail address next.
Here are three good reasons why you should:
1. Closer Contact with Customers – An e-mail will serve the purpose to announce changes in farrier schedules, veterinarian visits, announce barn picnics, dinners, gatherings, lesson program changes. Additionally, e-mail allows for invoicing, answering questions and following up with lesson and training progress. As a customer, wouldn’t you agree that, most of the time, you just want to know that you are getting attention from the professionals and businesses you use? How would you feel getting an e-mail from: your attorney on your case progress, your tax preparer telling you that you can pick up your finished return tomorrow or from your mechanic to remind you the truck inspection expires this month?
2. Sell Horses, Saddles, Trailers, Equipment – A picture may be worth even more than one thousand words today. Since there is more to read and less time to read it all, a picture of a horse e-mailed to your network of colleagues, customers and prospects is a time saver for you and the recipient. Digital photography is just too easy to be ignored. Take picture, e-mail, done.
3. Maintain Dialogue with Your Prospects – I’m privileged to have you reading this e-mailed newsletter. It’s relatively inexpensive for me to produce, easy for you to read for business value and it allows you to make a decision about whether I may be able to be of help to you now or in the future.
Is there an easier way than e-mail to maintain dialogue with your prospects in your business?
No doubt about it, you’re still in a centuries old business that is relatively unchanged featuring animals harnessed and ridden with leather.
But, your iPod accessorized, cell phone driven, convenience and comfort seeking customers and prospects keep changing faster every day and your business should keep in step with them.