A Very Jeremy Lesson: Go to Where the Customers Are
“I am going to equip all of our sales reps with credit card readers on their iPhones and send them to every USC and UCLA football game to sell speakers in the parking lot,” he said. “They will scan the credit card right there. Everyone having a tailgating party is going to want one of these speakers … and why wouldn’t they, especially when they find out they can stream music directly from their phone to the speaker and get high-quality music.”
And remember, the Soundcast Outcast speakers are skinnable, so we can assume that Burkhardt would have stocked up on USC- and UCLA-emblazoned units.
Assuming that tailgate peddling is legal, it’s a genius idea: If the customers aren’t coming to you, go to them.
It’s hardly a novel idea. Vivint has been going door-to-door for years, catching homeowners at the very place they might want a security or automation system.
I’ve had contractors come by the house pointing out dead trees they could remove right then and there. Likewise with industrious students who might shovel snow or mow the lawn when you need it most.
Why aren’t the rest of us going to the customer and selling services on the spot? When a big storm looms (or passes), do you target the area with back-up generators and power protection products? When cinema buffs exit a movie all stoked with adrenaline, do you show them how they can replicate the experience at home? Do you knock on tents the eve of black Friday, peddling headphones and other CE products?
Why isn’t anyone setting up high-performance audio demos at symphony halls and museums – the very place that wealthy, arts-loving clientele might splurge for incredible sound?
I suggested a few months ago the idea of a Tupperware type of business model for home technology.
It would work perfectly in my live/work loft community of hip middle-agers with disposable income.
Take a self-contained security/home automation system from 2Gig or Honeywell that is installed in one of the residences. Have the tenant host an event with wine, cheese and demos. The dealer might offer a 10-percent discount (or a thermostat or something) for any guest who orders a system that night, and maybe a 20-percent discount if more than 15 people sign up. Systems would all be installed within a week … with fewer truck rolls than usual.
The party host would get some kind of incentive or commission.
Think of other products that are simple to install and sell, like Sonos. Could you make a party out of that?
The customers are out there. Go out and get ‘em.