No doubt you have heard commercials, many times over, that state “we have a new and improved…”. The potential problem with this relates to how the remainder of the advertisement is communicated.
Most often and unfortunately, we feel dim-witted for having purchased the previous version of the product. On the other hand, when the improvement is communicated well, we are eager to learn more. This is what start-ups and entrepreneurs should consider modeling.
A new example just came forward from a car manufacturer. In past years they were noted for their high-end manufacturing and stylish design. But in today’s commercial, actors deny that the car parked across the street is a product of that brand. It is portrayed as if the previous models are an embarrassment. If you owned one, how would that make you feel?
Stability and consistency in business growth is essential. A better approach would be to communicate pride in how far your company has come. If in fact, you have been in business for a number of years, and have decided to alter your future course of action, a nostalgic retrospective campaign might be considered. You could focus on the origins of your idea, why it was unique at the time, and highlight the inroads that you have made.
Instead of communicating denial that you no longer are “X”, you speak with pride of where you began, where you are today and where you are headed. Also included would be indication of why prospective clients should pay keen attention. Impressed by your progression in thought and delivery of service, your prospective clientele will be eager to know more about where you are headed. Just as significant, they will begin to research you and all you do.
Each story or thought that you convey, and the underlying meaning of those words, go to further building your personal brand as well as your business brand. Consistency in everything communicated is essential for remaining in the forefront of the minds of your clientele.
The question becomes, if you have vastly improved a service then how do you approach previous clients? Won’t they be upset to hear things are now so much better? The answer is not necessarily. Instead, their viewpoint will be more dependent upon how you present the “new and improved”.
One of the better ways to connect with current clients who use older products is the personal touch. Send an email asking if they have time to meet or chat. Provide a choice of dates and times, and then suggest if one of those don’t work, they should offer a choice.
Cheerfully ask your clients how they have been and what’s new in their life. Then ask each how they are enjoying the product, if any issues have been experienced, and if they are thinking about a change in the near future. Address all issues first. And then briefly let them know the highlights of your new offering followed by asking if they have interest.
These guidelines will improve your advancement toward the Smooth Sale!
