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Selling Convenience

Posted On - 01/03/2013 11:15:30

Convenience: it's about being worth the visitEveryone's pushed for time. So anything that hints at being a bit more trouble than it's worth gets avoided. You have to be considered worth the effort of visiting. That traipsing over to you will be time well spent. Because if you don't make these things clear, why should anyone take the risk of visiting you only to find you're not?

Convenience matters. But all too often I see businesses framing this as ‘being round the corner', ‘near by' or ‘on the way.' And it's not that this is wrong, it's just that framing it like this denies them of so many other ways to be ‘convenient.' Because convenience is more than just about where you are. It's about how easy you are to visit. That means it includes how easy you are to find and how close they can park or where the nearest bus stop is.

But convenience doesn't end there. It's about things like how easy your shop is to use. How well it's laid out. How easy it is to navigate. It's even about what you're like to deal with. And the range of goods and services you have. Convenience is everything that affects peoples perceptions of your closeness, accessibility, suitability, usefulness and easiness.

How you promote your business has to make the promise you're convenient to use. And how you set up and run it needs to deliver on that promise. The question is how do you do these things?

Right now my blog Shop Talk® is discussing this very point. Showing you how to make convenience concrete and giving you ideas on how to sell it. Interested to learn more? Why not check out last weeks blog ‘Location, Location, Location.'

 

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