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NEWSLETTERS
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Lindemann Chimney Supply sells wholesale only to the chimney and hearth industry.
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 11/1/2003
"Reality"
What is reality? What may seem quite real to you might not seem real to someone else. Like our quote of the month says “Reality is a matter of perception.”
So lets say you’re at a customer’s house trying to sell a chimney cover. Your perception may be that you are selling Mrs. Consumer both a spark arrestor and protection from animals or birds getting into the flue.
While at the same time, Mrs. Consumer is only interested in buying what she believes is something that will keep the water out of her fireplace and eliminate the odor that embarrassed her last week when several of her friends were over for their weekly card game.
Always remember, the first reason that someone buys any product or service is to fulfill an emotional need.
Sure, you’re selling them a metal chimney cover, and that’s what they are paying for, but what they are really doing is satisfying an emotional need.
The same thing happens when; let’s say you’ve discovered that Mrs. Consumer’s house is so old that the flue that vents her furnace has no liner and is made of bricks only.
During the ensuing conversation with Mrs. Consumer, you should not only be explaining the problem that you have discovered. But, at the same time you should also be trying to get a feel for what emotional need needs to be fulfilled.
While you might be trying to sell a 26 gauge stainless steel liner, which contains the alloy molybdenum, that will be fully insulated and comes with a lifetime warranty, Mrs. Consumer’s interest in your liner might be something totally different.
She might be trying to fill an emotional need for anything from how embarrassed she feels because her house always looks bad because the chimney seems to be in constant need of tuck pointing.
Or, she could be worried about continuing to allow her children to play in the basement rec-room where they might be exposed to carbon monoxide, which could cause them to sustain brain damage, and may prevent them from ever reaching their full potential as a student or an adult.
Now, this might sound a bit crazy to many of you, but it’s not. There are all different types of emotional needs that need to be satisfied.
You’ll always be much more successful if you can find out what your customer really wants to buy. While it may be the exact same product, in reality, your customer may be buying something totally different than what you’re selling.
Lindemann Chimney Supply stocks several Black Galvanized Multi-flue Caps including; model B, model C, and model D. These items are not in our Catalog.
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BACK ISSUES OF OUR NEWSLETTERS
October 2003
September 2003
August 2003
July 2003
June 2003
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