I’m a huge sucker when it comes to ice cream.
Everyday when I pick up my little nephew ( handsome young devil he is… like his uncle ), we always make sure to pass by the ice-cream man.
It’s been like this ever since I started picking him up from school in February.
But here’s where it gets interesting
Where I stay, ice-cream vendors always park their carts by primary school gates. Right in front of the hot parents and their children… master grade positioning if you ask me.
Now, at my nephew’s school there are 3 of these guys, two of them selling the exact same brand of ice cream.
Talk about competition!
And that’s just the tip of the ice-berg ( get it? )…
- Each of these guys are in the same 200m stretch of road.
- Competing for the same customers.
- In the same area.
Now, you’d imagine how cut-throat this situation would be.
However, these guys actually have it in the bag.
You see, each of them has their own “regular” customers they know would rather buy from them than go for their competition.
The whole transaction is face to face, so over time the ice-cream men start to figure out your personal buying patterns and schedules. Giving you the flavour of ice cream you want, without you actually asking for it.
And the relationship gets even better if you exchange names.
Once you do that, buying ice cream becomes akin to meeting an old friend every day… knowing he has something good for you each time.
This kind of relationship building power can be harnesses by using emails
Such as the ones I write for email marketing campaigns ( find out how I can write your emails by hopping over to http://jaymakoni.com/write-my-emails )
Think about it for a moment…
If you keep popping up in your customer’s inbox with exciting news on a regular basis… you tend to become their “preffered seller” in your market.
This works even if you’re in a congested industry where there over 9000 other businesses offering the same service as you do.