Why Offer Big
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Dear Friend,
On Saturday mornings in the summer,
I head over to the Mid-Town (farmer's)
Market to pick up fruit and vegetables
for the week.
One of my regular stops at the market
isn't for corn or tomatoes or apples...
.... but for Uncle Ray's 'Ooey Gooey, Rich
and Chewy' chocolate chip cookies
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***
'Uncle Ray' makes the cookies in his home
kitchen each week, and sells them at the
market in $2 bags (or three bags for $5).
They ARE 'ooey gooey, rich and chewy'
just as advertised. And delicious.
I look forward to 'cheating' my normal
healthy diet each week at Uncle Ray's
booth.
***
A little over a week ago, I got an email
from 'Uncle Ray' reminding me that the
upcoming Saturday was the last of the
season...
'Would you be interested in a 1 lb tin
of cookies for $10.00?'
'Let me know and I will have it ready
for you Saturday.'
Would I? You bet I would!
And I emailed him back right quick and
asked him to count me in!
***
When I got to the market on Saturday,
I headed over to his booth... saw the 1 lb. tin sitting on the booth
table... and found myself immediately
disappointed.
***
Sitting on the table was one of those
Christmas cookie size tins... about three
inches tall.
Which is EXACTLY what 'Uncle Ray' offered
to me in his email.
But what I had pictured in my MIND was
much different.
What I had pictured was one of those HUGE
popcorn size tins... twelve inches tall... full
of cookies!
That's what I wanted!
***
Now... my disappointment wasn't with the
AMOUNT for the money.
I just wanted MORE. And would have been
happy to PAY for more!
As a customer, I wasn't thinking that far
ahead.
I was happy to take the biggest option
offered... until I saw it, and realized I really
wanted a BIGGER option.
Now... my disappointment was only momentary.
I happily took my tin, finished shopping, and
headed home.
***
When I got home, and was unloading my
produce... I took off my 'customer hat' for a moment,
put on my 'marketing hat'. And pondered
this situation a little more.
***
It occurred to me that if Uncle Ray had offered
his $10 tin all summer, I probably would have
bought it EVERY week.
(After all, the three $2 bags rarely lasted me
into the afternoon!)
I'm sure there would have been OTHER
customers that... after finding the $2 bag
so delicious... would have decided to go ahead and
take home a $10 tin.
(And perhaps even a bigger tin.)
***
Here's the lesson... many cart and kiosk
find themselves in the SAME situation as
'Uncle Ray.'
The actually LIMIT the size of the sales
they make... by not offering enough 'DELUXE'
options.
You can't count on your CUSTOMERS to
know what they need or want.
They're simply not thinking that far ahead.
Most often they make decisions based
upon what we OFFER.
Offer small... customers buy small.
Offer big... customers buy big.
***
As a customer, I never really thought about
what size would have been ideal for me.
Three bags for $5. 'I'll take that'.
When a bigger size was offered, I bought
THAT... and probably would have bought
more!
***
* Do you offer 'deluxe' options now? .
* Can you offer 'bigger'?
***
That's it for today!
(Now... if only that tin were bigger...)
Brady Flower
The Kiosk Expert |
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