I am very fortunate to be able to see many different approaches to business in my territory. Something that has stood out to me in my travels is the way dealers look at the things they do for their teachers. I am not really talking about folders or calendars or even lunches. What I am talking about are clinics and events.
In our current economy and business world you are forced to look at every expenditure and your return on investment. However, there are things you do that you are not going to see an immediate return on investment. That return comes over time and is often very difficult to calculate. Some people might look at it as building your "Brand". I look at it as Laying the Foundation.
Think about the impact a clinic with an artist who inspires a handful of students to take their level of performance to another level. Down then road, when they look back at their influences, they will see that artist and remember their interaction with them. If you have done your job well, your name/brand will be in their head as part of that event. You may not see an immediate sale of an instrument or accessories, that might come down the road. You may not see the immediate change in business from an account, but they will remember what you did and work towards doing more with you.
Here is the obstacle though... a one time event will not make a lasting impact. All the little things you do over time lay the foundation. As that foundation is built, the stronger your house gets. Once you build a firm foundation, it becomes difficult for someone else to come in and move your house.
What types of things work? It is hard to give a generic answer... but if you know your marketplace well you should have an idea. Do you have a lot of young teachers who are lacking rehearsal techniques? Bring in a well respected conductor to provide a clinic with a group of teachers. Have you seen a decline in clarinet students? Bring in the young hotshot clarinetist who connects with the young students and makes it fun to play clarinet.
The biggest thing to remember is your motive. Your customer will smell a sales pitch. Do it with the desire to help your customers and they will want to support you with the desire to help you!
For Technorati Verification: R7VNYHEEBMRX
In our current economy and business world you are forced to look at every expenditure and your return on investment. However, there are things you do that you are not going to see an immediate return on investment. That return comes over time and is often very difficult to calculate. Some people might look at it as building your "Brand". I look at it as Laying the Foundation.
Think about the impact a clinic with an artist who inspires a handful of students to take their level of performance to another level. Down then road, when they look back at their influences, they will see that artist and remember their interaction with them. If you have done your job well, your name/brand will be in their head as part of that event. You may not see an immediate sale of an instrument or accessories, that might come down the road. You may not see the immediate change in business from an account, but they will remember what you did and work towards doing more with you.
Here is the obstacle though... a one time event will not make a lasting impact. All the little things you do over time lay the foundation. As that foundation is built, the stronger your house gets. Once you build a firm foundation, it becomes difficult for someone else to come in and move your house.
What types of things work? It is hard to give a generic answer... but if you know your marketplace well you should have an idea. Do you have a lot of young teachers who are lacking rehearsal techniques? Bring in a well respected conductor to provide a clinic with a group of teachers. Have you seen a decline in clarinet students? Bring in the young hotshot clarinetist who connects with the young students and makes it fun to play clarinet.
The biggest thing to remember is your motive. Your customer will smell a sales pitch. Do it with the desire to help your customers and they will want to support you with the desire to help you!
For Technorati Verification: R7VNYHEEBMRX
No comments:
Post a Comment