It's not price. Yes, it's true that some folks use the web to shop for the very best price they can get no matter what. Yes, it's true that you probably can’t compete for their business. But there is good news.
The good news is that the vast majority of folks, about 85 to 90 percent of them, in fact, shop for the best deal which factors in price and delivery and familiarity and convenience. You can certainly compete for their business.
Did I say convenience? Why, yes, I did. Convenience is the number one reason that folks shop online. They like being able to go looking for what they want when they think about it, even if it's two AM. If they can buy something then, and it's a good deal, they may do it, but if they can just research their purchase and buy the next day, that's OK, too.
It's becoming more and more common for people to research purchases online and then complete the purchase some other way, like in the store or over the phone. Folks research big ticket purchases, including things like houses and cars on the web and then buy through traditional channels. Think pianos.
Folks also research purchases online to avoid embarrassment. OK, you’re thinking, “What's embarrassing about buying a clarinet?” The answer is, “Everything if you don’t know anything about clarinets.”
When I bought just about every instrument you could blow through for my daughter, I got help from a friend who was also a professional clarinet player. Most parents aren’t lucky enough to find a friend like that. A third of them don’t pay any musical instrument at all and never have. They need and want help because they don’t want to ask stupid questions or look dumb. That's your cue to help.
Help them by being a source of good information that will help them make wise purchases. Help them learn about the instrument their child plays. What about those kids playing in rock bands. They don’t want to look embarrassed either. Help them with good information and they’re likely to buy from you.
Folks also research online to find a dealer who will treat them right. It's not just the price. They want you to be knowledgeable, helpful and friendly. Your Web site can help you do that. So can email responses to questions and concerns.
TIP: Don’t just tell folks about your deals. Spend time telling them your story and why it makes sense to buy from you.
Remember, they buy for convenience and they research to find out what they should know and who they should buy from.
