I just got my latest PC Magazine in the mail and I noticed that it had a rather prominent TaxCut CD inside attached to a stiff paperboard insert. You couldn’t flip open the magazine without that page landing open. Although I’m always slightly annoyed when magazines have similar inserts, I have to compliment TaxCut on their timely product placement.
Just when people start thinking “I need to start on my taxes”, they get this in the mail. Nice timing! The folks at H&R Block’s TaxCut understand when their customers need them.
When do your customers need you?
Are your products seasonal (like taxes) or holiday-related? Do your customers need you when something goes wrong (like a plumber or mechanic)? Take a look at your products and services. Evaluate when a customer would need them. Then make sure you’re Johnny-on-the-Spot.
Are you there when customers need you?
Knowing when your customers need you will help you know where you need to be. The TaxCut people knew I’d be thinking about taxes and put their product right in front of my face.
A plumber who fixes your sink may put a sticker on the inside of your cabinet with his phone number. The next time your sink needs repair, you see the phone number right there in front of your face.
Lawyers put their phone numbers on the front of phone books so that you don’t even need to open the book if you’re seeking legal counsel.
Your favorite restaurant down the street has a pocket menu you can keep in your wallet. When you’re hungry, you pull it out and call ahead to place your order.
Do you advertise where customers need you? Are you available when they need you? Take a look at how you can put your products under your customer’s nose in a more timely manner. Match up their need to your product and you’ve made the sale!