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02/19/2018
The Amazon is a place of danger and treachery that adventurers learned to fear and navigate with caution. Today, there is another Amazon that business owners should learn how to handle. Failing to do so can be the death of their business if not careful.
One company that has found a way to triumph over the online brute called Amazon is a CrossFit clothing company, Via Privé. How precisely did they manage to stay afloat and profit when facing an online juggernaut snatching up companies and putting others out of business? To paraphrase the John Houston commercial; they did it the old fashioned way, by making a connection with their customers.
Amazon is certainly an expert at cost savings and moving quickly. You've likely seen the news where they're discussing using drones for even faster delivery of products to customers. It's fast, it's possibly cost efficient. But is it personal? That's where a company like Via Privé wins this challenge. They don't call people who shop at their site customers or clients or guests; they call them Athletes, the people who would obviously be interested in and get the most use from the products. Is it a new idea? Not really. Local retailers that were stunned at Walmart's encroachment into small towns and businesses folding due to pricing and stagnant marketing learned quickly if they wanted to keep their doors open, there had to be another way to show customers it was better to shop with them. The local retailers made connections with the people. They displayed product or industry knowledge that wouldn't be available at the big box store.
Sales guru Jeffrey Gitomer's motto is "People don't like to be sold but they love to buy." If you're making it obvious that all you want is the sale, you'll get some people who are just chasing the savings but if you focus on making a personal, focused relationship with the customer and give them the knowledge, service and products that they can't get with the Online Giants, you're going to attract people and KEEP people who want that personal touch.
Should Amazon be ignored as another flash in the pan? Obviously not. Should a business roll over and close its door at the thought of challenging the online giant? If you have a personal connection with your customer that inspires them to consider you first, you can certainly grow your business and prosper.
One company that has found a way to triumph over the online brute called Amazon is a CrossFit clothing company, Via Privé. How precisely did they manage to stay afloat and profit when facing an online juggernaut snatching up companies and putting others out of business? To paraphrase the John Houston commercial; they did it the old fashioned way, by making a connection with their customers.
Amazon is certainly an expert at cost savings and moving quickly. You've likely seen the news where they're discussing using drones for even faster delivery of products to customers. It's fast, it's possibly cost efficient. But is it personal? That's where a company like Via Privé wins this challenge. They don't call people who shop at their site customers or clients or guests; they call them Athletes, the people who would obviously be interested in and get the most use from the products. Is it a new idea? Not really. Local retailers that were stunned at Walmart's encroachment into small towns and businesses folding due to pricing and stagnant marketing learned quickly if they wanted to keep their doors open, there had to be another way to show customers it was better to shop with them. The local retailers made connections with the people. They displayed product or industry knowledge that wouldn't be available at the big box store.
Sales guru Jeffrey Gitomer's motto is "People don't like to be sold but they love to buy." If you're making it obvious that all you want is the sale, you'll get some people who are just chasing the savings but if you focus on making a personal, focused relationship with the customer and give them the knowledge, service and products that they can't get with the Online Giants, you're going to attract people and KEEP people who want that personal touch.
Should Amazon be ignored as another flash in the pan? Obviously not. Should a business roll over and close its door at the thought of challenging the online giant? If you have a personal connection with your customer that inspires them to consider you first, you can certainly grow your business and prosper.
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