One of dozens of strategies listed and linked to here:
How to Make More Money
from Your Business
By Steve Gillman
Why is it important to educate customers, and how can it increase
sales and profits? Because potential customers don't automatically
know the value of what you offer and existing ones need to be
reminded. Let me offer a couple questions and a quick education
about carpet cleaning to make the point.
Do you know why a truck-mount steam extraction carpet cleaning
system is better than a portable cleaning unit or a dry-cleaning
machine? Well, to start with, dry cleaners use chemicals that
are often left behind as residue that can trigger allergies and
attract dirt. Portable units can't match the heat and suction
of a truck-mount machine, and so can't clean as deeply. But the
dust mites and other critters... ah, that is where the hot-water-injection
(misnamed steam cleaning) really makes a difference. Do you want
the dust mites and other creepy crawlies left alone, or would
you prefer that they are killed by the 190-degree water and sucked
out by the high-suction machine?
Think about that the next time you sit on or lie down on your
carpet. You've now been educated, and a certain percentage of
readers of this page--perhaps including you-- will opt for a
company that uses a truck-mount hot water injection system the
next time they need their carpets clean, even if the alternatives
A carpet cleaner would be wise to include such educational
information on his website, in his promotional flyers, and to
the extent possible, even on his business cards. But that's not
the only way to educate people. Talking is a good start. When
I worked for my brother's carpet cleaning business many years
ago, I watched as customers' eyes glazed over during his educational
lectures. But despite their lack of interest in the details,
they still got the basic message--and they immediately saw my
brother as the expert.
The ways in which you educate potential and existing customers
will depend on the nature of the services or products you sell.
For example, if you're an accountant, you might offer a free
educational seminar to teach people tax-reduction techniques.
Afterwards, you will be the expert they think of when they need
help--and you will have educated them on the importance of having
a good accountant. If you have a car-detailing service and also
sell related products, you could do do presentations at classic
car shows to teach owners of these automobiles how to truly clean
them. Of course, some will then buy your products, and those
who don't want to do their own cleaning will know at least one
expert who can do it for them
In my own business I find that I have trouble with many of
the online services I use, which brings up another advantage
of educating the customer: reducing costs. If they would educate
me--if I had good simple explanations of how to use their product--I
wouldn't have to call and email these companies so frequently.
They would save the cost of handling those e-mails and thirty-minute
phone calls. So if your customers are coming back with the same
questions too many times, you probably aren't educating them
well enough before the sale, at the point of sale, and beyond.
Finally, education is a way to arouse interest. I recall reading
abut a successful marketing campaign by a rare coin seller. The
materials told people about the history of the coins, the history
of coin collecting, and more. People who never had an interest
in coin collecting became fascinated by this education and suddenly
wanted to buy some old coins. Educate customers!
If you liked this page please let others know with one of
Other Relevant Pages
Find New Customers
Some Good Businesses
(The newsletter has been discontinued.)