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When I moved from Utah to Oregon nearly seven years ago I had the opportunity to experience marketing from a powerful perspective: a consumer in need of numerous products and services. As I settled in, I realized what an incredible opportunity this is for countless businesses to increase revenues by tapping into the relocation market. Sadly, not many companies take full advantage of what could literally be a goldmine to their business. Depending on the location of the move, some of the consumer needs may include: an accountant, carpenter, dentist, doctor, electrician, financial planner, gym, hair and nail salon, health food store, insurance agent, landscaper and plumber just to name a few. More and more people are moving hundreds, if not thousands of miles. Ask yourself this question: “Is it a wise business decision to tap into the ever increasing mobility of consumers or is it better to let this segment of the buying public pass me by?” I have been intrigued by my own process of selecting potential vendors and my decision to either do business with them or not during my move. Admittedly, I chose to initially call various vendors based on the different marketing strategies they used. This reinforced the understanding that there is not one particular way to market. Some businesses will benefit from a strong Internet presence, coupons, yellow page ads, newspaper ads, television and/or direct mail, while others will greatly benefit from building a strong referral network. Once I put an offer in on my new home, I needed to find an insurance agent. The process was made simple by doing a web search for someone within the same insurance company we have been with for decades. I found the name and number of an agent in Eugene, called her and immediately realized this might be someone I would be happy to do business with. Not only did Christine Dumbach of Farmers Insurance answer all my insurance questions, she inquired as to other needs I had in moving to a completely unfamiliar area. Within a few hours she emailed me a lot of great information. The names and numbers of these companies and individuals definitely made the transition easier. I found that her level of service is far superior to just about any vendor I have done business with. Not only did she help us before we made our move, she also made arrangements for a welcome gift basket to be waiting for us upon arrival at our new location. That completely surprised me and made me realize I made a great choice in selecting her. Our new home is a 1938 farmhouse sitting on several acres. The home has a very distinct personality. My goal is to keep any upgrades and improvements in theme with the era and character. As vendor after vendor bid on jobs, some were very aware of this fact, while others totally ignored this essential piece of information. Our fence builder, Folsom Family Construction, paid close attention to the look and feel of the fence matching our vision. Another builder completely ignored the era of the home and drew up plans for a very modern deck and barn. Although they were beautiful ideas, it did not fit the theme we wanted. For this reason we went with another vendor for the deck. The company that we hired to install the indoor window coverings didn’t miss a beat as they stayed within our theme. They paid more attention to what our desires were than any of the three companies who bid on the job. And in doing so, we made a purchase that was greater than we had originally intended. The common thread tying all of this together is that the vendors I ended up choosing all kept in mind what my needs were and chose the product or services they offered that would best match that need. As you think about your customers’ needs are you paying attention to what they are conveying, whether verbally or not? Are you matching your services with their needs? When dealing with prospects and clients keep in mind that it is what is important to them, not to you. If what they want and what you offer is a match, it is very likely you will get their business.
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