You may never think of visiting a British town called Cramlington. But if you did, you’d learn some important lessons in sales lead generation from the Paving and Patio Centre. It’s a landscaping center where owners James Armstrong and Graeme Cheel let their customers take off their shoes and literally walk across their product. Armstrong and Cheel are working to overcome a marketing challenge. They are trying to convince homeowners to install artificial turf on their properties — just like athletic stadiums do. They’re stressing the environmental benefits: there’s no need to mow artificial grass or spray it with fertilizers. But because artificial turf is still unfamiliar to many, they’ve also set up a park-like outdoor installation where people can come and judge the product for themselves.
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There is real power in letting your customers get their hands, or feet, on your products before they buy. Here are some case studies:
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Attract customers by becoming a destination. Think of the many Sports Authority stores that have indoor basketball half courts where customers can test their sneakers before buying. And Rainbow Play Systems, a manufacturer of playground equipment, has “try before you buy” playgrounds at its 200 retail outlets.
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Use free samples to overcome resistance to unfamiliar products or offerings. iFloor.com, an online flooring retailer, sends out free samples of bamboo flooring, a product that’s new to many potential buyers.
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Make it easy for customers to return products. Zappos.com trumpets the fact that it’s ultra-easy for customers to return shoes they don’t like.
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And don’t overlook the power of events. Special events can be a great way to let customers encounter your products first-hand. Small breweries from Anchorage to Atlanta are now taking part in BrewTopia microbrewery fair events.