"Experiential Marketing" is a book written by Bernd Schmitt. The concept of marketing an experience makes sense. So often I hear from cleaners who are asking about how to sell encapsulation to their customers. My thought, for whatever that's worth, is that the customer doesn't particularly care about what kind of tools we use. Have you ever asked an auto mechanic what brand of wrenches he uses? LOL
So it's NOT necessary to go overboard talking about method in our marketing. For example: if you were shopping for a Mercedes Benz, you won't find them telling you about how they stamped out the parts to make your new car. But they will sell you on quality of the build, and the smoothness of the ride, and longevity of the car, etc. In other words, they'll sell you on the experience of owning a Mercedes.
Same thing here. Don't go overboard selling your cleaning technique. Instead, sell them on "Clean Carpet". Explain that you're using a new cleaning system. Touch on encapsulation briefly. And then go on to explain how your unique system will fix their problems --- no more recurring spills, no more uglied out carpets, stays clean longer, dries fast, looks great, smells good, happier customers, happier employees, saves money, carpet lasts longer, year round clean carpet, satisfaction guaranteed, etc.
Selling an experience that fixes their problems has worked well for me. Hope this gives you guys some ideas. And you may want to check out that book too. All the best to you encapping pros!
Rick Gelinas
