Yesterday I posted, "Tough Love Talk: If It's Broke, It's Time to Fix It".
I dished about using effective marketing tools and dropping ineffective marketing tools.
I received this comment from Jeremy Williams,
"...You have to play red light green light with your marketing dollars. Going with your gut is a good route, but even better would be to follow through with asking others about their experiences with particular marketing channels. AR is a great site for doing just this..."
My response,
"Jeremy- Feedback is good if you are getting feedback from viable sources and are clearly identifying your goals and needs. A clear perspective, unbiast, is best."
Jeremy's comment was stellar. My response? On a scale of 1-10 I think I would give it a 4. Good advice is priceless and bad advice is a business buster. Let's address this right now.
A real world example to add some perspective to my initial, ineffective comment from a consumer view.
I have been going to WalMart Vision for the past 3 years. Why? I don't have vision insurance and WalMart is a cheap and effective alternative. Last year it was a cheap and ineffective alternative for me.
Here's why.
One size doesn't fit all options. I have a high prescription- I am "legally blind" without contacts or glasses:-) I wanted to be 
a diva and have the colored contacts, but WalMart had slim choices for me in my high prescription, they just don't carry the inventory in a high prescription- Strike one for me.
Second opinion- I didn't get one. I ordered glasses from WalMart. They had me get the thinnest lens because my prescription is high and the lens are coke bottle thick unless I got the most expensive lens. That part proved true. When I received my glasses, though, they were thicker than what I was shown. When I asked why the lens was thicker, it was a blank kind of stare and a "That's the best that can be done" comment.- Strike two for me.
Guarantee problem- I didn't do my homework. I had a warranty with my glasses, and wouldn't you know it, the arm broke. It was very thin and my 3 year old got hold of them because I left them out. But the warranty didn't cover avoidable damage, so I was out, $300. Strike three for me.
Now could the service have been better and the disclosure greater? Sure. See that would be easy for me to leave it at that and say they suck and move on...but on a self-assessment, I as a consumer could have:
- Explored my options more thoroughly, comparing price and services for a true assessment of the cost to me.
- Waited and done a little bit of research before jumping into my purchase instead of looking and leaping.
- Read my warranty.You see, I was the batter. I was at the home plate. I stepped up willingly with the bat in my hand. I chose to swing.
The three strikes- I made them on my own.
How would advice fit into my scenario?
Impartial Party- I could have gone to one. My boyfriend uses WalMart Vision and he has no problems. His prescription is low, so his choices are vast. But because his prescription is low, even though he is an impartial party his advice wouldn't be helpful in this situation.
His experience was bound to be different because our needs are different.
Professional Second Opinion- It would have been good to get a professional second opinion. A third and a fourth too. Getting a professional second opinion would have involved going to a competitor of WalMart Vision.
A competitors opinions couldn't be impartial because the competitor(s) of WalMart Vision would be competing for my business.
The best option would have been for me to have a clear understanding of my needs before going into the purchase. The best feedback would have been for me to call my girlfriend who has the same prescription as I do and ask her who she uses and why
I also could have gotten the advice of a generalist (like a family doctor) who could give me referrals of a few optometrists without self-interest being a benefit, other than the self-interest of giving good advice.
Translation to real estate- Business evaluation + marketing plan + good advice= Healthy business that hits a homerun.
Advice can hurt or heal your business. Take the time for a check-up.
Comments(10)