Why Buy from Us?
You can’t turn on your television today without seeing powerful ads from Wal-Mart, Circuit City and Best Buy that preach to viewers that they are the places to shop for all of your home theater needs. They offer everything we do, and for less—or so they claim.
Welcome to the new world of being a custom retailer, A/V specialty dealer or custom installer. Let’s face it: The big boys are going after our segment of the market, our specialty. So how can we differentiate ourselves and still attract those that prefer personal attention and fanatical support?
Our CFO/COO Mike McMaster and I discussed this dilemma recently. I told him that I get these incredible compliments from clients after we solve support, repair or warranty issues in a timely manner. Those clients say, “That’s why I buy from Wilshire.” I hear it over and over again.
It seems that our type of businesses are chosen by most for our ability to respond to customer care issues—not for the selling experience. Although I’m told by many customers how well we took care of them during the selling experience, it’s been the support after the sale that generates repeat and referral business.
How many times have you rearranged your install schedule to help a client in distress? We do it all the time. Whether it’s user error or just the difficulties they have learning the complexities of their systems, it constantly happens. And guess what? This is something to talk about, something to advertise, a reason to shout, “We are better and here are the reasons why.” We need to capitalize on this aspect of our businesses and promote how we stand behind our clients’ installations.
That’s because as good as the big boys are at copying what we do best, they truly struggle in the customer care arena. It’s not easy to call the big stores and talk with someone. It’s unlikely they can respond as quickly as we can to address an issue. Their element of price advantage swiftly melts away when they don’t address customer care in a timely manner. This is all good for us, but it’ll remain a secret to the general public unless we are very clear with our promise and promote it.