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In a chat last week with a very well known character in certain areas of social housing and now in a slightly different area, chat turned to demos. If I had £50 for every time I had sat through a poor demo, or had one described to me, I'd be way richer than I am today. Why do suppliers do this to us? It's a particular problem where existing suppliers demo, why would that be?
Incoming suppliers, no-doubt sensing the chance to grab a new customer, will characteristically be more hungry for new business. Of course they try harder. I used to be involved in tenders and coming from what was of the smaller of the big six suppliers, I understand that whole situation.
One thing in the discussion that came out, was that local thinking was needed in these demonstrations. I remember doing demos in Scotland and Ireland, exchanging images of English sterling notes, with Clydesdale tenners and Bank of Ireland fivers. it just seemed natural to me, the way to get into the heads of your audience.
The biggest trick is actually tailoring around the prospects schemes or projects. I have driven around estates, the evening before a demo to grab a few shots, that my audience might recognise. It's simple connection with your audience.
Why suppliers think mention of English Decent Homes or Welsh standards will hit the spot in Scotland, for example baffles me. a bit like mixing up a P1E and a Prevent1. I am sure you get the picture.
Also, another big bugbear of mine is a demo kit with poor or missing data in it. Blimey, that is the schoolboy error isn't it? Again if I had £50 for everyone who could say they were in a demo and someone said "It would be here, but I have not got anything set up" or similar. Well as the late, great Victoria Wood might say "Beat me on the bottom with the Woman's weekly- Let's do it, let's do it tonight", these suppliers have got days, months to set this stuff up and do it. Its us poor end users who should have our rolled up mag' prepared, based on home, family and lives of grown-up women, of course (following the VW template).
Maybe sometimes, its lack of knowledge of the demo crew, or maybe lack of where the rich data is to be found in the demo database rig. I can remember still, all my data used to be in Stanley St, and although all my test surnames where based on classic cheeses, it was rich creamy and identifiable.
Selling does take effort and without it, someone else can be picking up the sale. Remember, it does take twenty times the effort to gain an initial customer, than keep them. Don't fall at the simple hurdles, to keeping them and selling more sensible relevant stuff.
So suppliers, don't forget the trick of getting the local boy in the photograph
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Stereophonics - Local boy in the photograph.
(c) Tony Smith, Acutance Consulting www.acutanceconsulting.co.uk 07854-655009
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