#sell my truck airdrie

[tattletale2020]

My Pet Theory of Perceived Value Chapter 2 the Sequel:

As a corollary to the previous article Crowded House here’s ….Empty House:

So What creates Value:

Perception, Presentation, Maintenance

And What is Value to you:

Quality Product for a Good Price

But more often:

The Best Quality you can Afford

Because:

Best Quality or High End doesn’t come cheap.

Not only that but:

You usually get what you pay for.

Aaaand then:

There’s that whole refinement vs durability misconception.

I learned a cool thing from my most recent boss in the high-end furniture business:

Just ‘cause you paid a lot of money for something, doesn’t make it last longer.

And not only do you have to baby it, but it actually takes more work to take care of it.

Think Maserati vs GMC.

You wouldn’t take your Maserati off-roading and expect it to survive. The same goes for a Boss Suit, Prada Shoes, and Natuzzi Sofa. Ok, Maybe the new Hummer checks all the boxes.

Sooo, why do people buy these things?

Branding!!!!! Ok, not just Branding.

These are things that most of us cannot afford and therefore we aspire to own.

We tend to want what we can’t have.

The Unattainable becomes Sparkly, Seductive, and Redolent with God Light. AAAaaaaahhhhhh!

Which brings us to our current situation….

Empty House.

From Vaccines to Chevy Trucks, we know they’re out there, but they’re not available in ready supply. Even online shopping has slowed down to a chug. Especially from outside of Canada. Read the USA. Where most of our Pie in the Sky, Shiny Unicorn Wishlists come from.

We are in a situation where good things come to those who wait. And we are not used to waiting.

So, doesn’t that make us want it even more?

Increasing its Perceived Value. Unh Hunh.

Take the new GMC Hummer. So Cool. Especially the Crabwalk.

You gotta see this… https://www.instagram.com/p/CNkwJ35hfBW/

Order it now and it’ll take 2 years to get one. But it’s made especially for you and no one else will have the same one.

My Partner works at the local Chevy Dealership and right now there are almost no trucks to be had. Anywhere. So. If you get one, wouldn’t it make you feel like Top Dog.

Retailers can take a lesson from this.

And Yes! Waiting and Scarcity create Value. But hopefully not Insanity.

Cabbage Patch, Buzz Lightyear, Jingle All the Way.’ Oh My.

There’s a certain amount of Sales Savvy in making people wait:

Increased Desirability and Prestige. Don’t forget Prestige. Exclusivity is still a powerful thing. Prestige Cosmetics do this every week. Presell is a huge money maker.

The Art of the Launch

The Teaser.

The GWP! Gift with Purchase, if you’re not a Cosmetic Addict.

And Yes, Waiting and Scarcity create value. But not Ideally!

You really do want to have product to show people, even if you have to order their size.

In comes Online Shopping. You can see it here and we can order it for you online. Without those pesky Shipping Charges.

Symbiotic and Fabulous. Add a discount and you’re golden.

Will Brick & Mortar move more towards being a pick-up/showroom than a place to have a browse and take it home today?

I hope not, because I’m not the only one who enjoys a good Offline Shopping Experience.

True Story:

So, I was buying Shoes last Wednesday……

And you may ask: Why was I out doing that during a pandemic.

Well, from years of wearing heels and working on concrete floors, my knees are shot and I can’t wear any of my shoes anymore. Do you know how hard it is to find Size 11 right now in a sexy flat. Anywhere. Did you know that Amazon’s idea of a Size 11 is a 9.5? So many disappointments and gruelling returns. And I don’t leave the house unless I’m dressed. Well-dressed and Super-Cute. You can tell a lot about a person by their footwear.

Anyhoo, I also insist on shopping local so I had the most awesome community experience at Sole to Sole in Airdrie: Myself, the Store Associate, and one other delightful older customer. At a distance, briefly, fully sanitized, and masked we talked shoes and celebrated each other’s purchases. I left smiling and happy. You could even tell through my mask. Not that I didn’t get an equally professional and satisfying interaction at Walkin’ Around, they just didn’t currently have any Size 11’s.

Don’t let anyone tell you that Shopping Therapy is not a Real Thing.

But, for the time being, Empty House is becoming more and more of a reality.

Delayed Product Deliveries

Incomplete Orders

Narrowing Product Ranges

Are forcing retailers to sell in a different way.

And those that weather this change, will be not be the ones who say: No, sorry we don’t have that in stock right now. But the ones who say: Yes! I can get that for you, what colour would you like me to order?

No one has it in Purple yet. It’ll only take 3 weeks.

Or....We can’t get Purple this season, but it looks soooo good in Orange.

It's on its way. Only 10 Business Days.

And really, Doesn't the Antici..........pation make the Experience even more Pleasurable.

It’s all in how you perceeeeeive it. How you present it. And how badly you want to maintain/retain your customer base.

And Yes, Scarcity and Waiting Time create Urgency and Increase the Perceived Value of Everything. Even Toilet Paper!

Need to retrain your sales/marketing/merchandising/website staff for the current, we-can-get-that-for-you, attitude. Contact me I have enthusiasm and inspiration to spare. leslie.enns@gmail.com

Images:

https://www.pfhub.com/canadian-retail-sales-nose-dive-2-in-december-1658/

https://gmauthority.com/blog/2021/03/gmc-hummer-ev-showing-off-crabwalk-mode-video/

https://www.theglobeandmail.com/business/article-survival-of-the-unicorns-as-the-economy-skidded-so-did-startups-now/ ILLUSTRATION BY ALEXIA KHRUSCHEVA

https://www.trendhunter.com/trends/the-empty-shop

https://www.grandforksherald.com/business/6545811-Clothing-store-Eddie-Bauer-evicted-from-Columbia-Mall