Issue link: https://read.dmtmag.com/i/100911
SERVICE & SET-UP Level Two Installation Part 1 BY GEORGE PORTER I love fishing and I need a new fishing reel sell the ���super reels��� quite often. Does any of this sound familiar? Try the inthis year. My wife says that that I also said that Behold the power of ���Want���. Place two of stallation of homes. Can we deliver a top of the I needed one last year and what happened to these reels (one of each) down on a table and line installation? Of course we can! How many that one? She just doesn���t understand fishing. ask the average citizen, who knows little to people want it? Not many! (See the paragraph Last year they had one with 12 ball bearings and nothing about fishing reels, to pick one out for above) So, who sells installation in your area? this year they have one with 20+ and they are them selves. They would always pick the lux- I will guarantee you it is the Retailer/ Sales perharder, rounder, and smoother! ���Gotta look ury model, it is nicer of course, but ask them to son in 95% of the cases. How much of the into this! buy one for themselves and of only the two; they profit/commission is related to installation? We There must be something we can learn here will always pick the ���cheapy���. They do not see now we have a strange financial relationship and it is the difference between ���want��� and the value in spending 38 times more money for forming. The more the retailer spends on in���need���. Sometimes we ���need��� something be- something that looks pretty much just like the stallation the less he makes generally. Installacause we might want or need it someday later other one. tion is almost never seen as a profit center, it is on. What if I tied into a really generally thought of as an huge fish and didn���t have a really overhead. The way most regood reel! What would I feel like The way most retailers make more money tailers make more money is to if I had the chance of a lifetime reduce the cost of installation is to reduce the cost of installation as much as much as possible. If there and blew it because I wasn���t up to speed with a great reel? Would I as possible. If there were a better installa- were a better installation that console myself by saying that at cost more money it would be least I saved some money by using tion that cost more money it would be dead dead in its tracks because it the old one? I think not! (duh) costs more money. in its tracks because it (duh) costs more And, (pay attention here) So I looked in my favorite catalog and there were 50 reels for money. And, (pay attention here) nobody is nobody is selling the benefits sale and some more down at the of it. ���What if��� (���what if��� is Kmart. The catalog had spinning the embryo of ���of course���) inselling the benefits of it. reels from $29.95 to $695.00! stallation was a profit center They were all about the same with a commission paid on it? size, they even looked alike, sort of. So why Why? Because they don���t know the differ- Ever hear of that? ���What if��� there was a stanwould any sane person spend nearly $700 for ence, nobody ever told them, they never read dard installation that meets the state requiresomething he could get for $30. ($18 at one of about it, they never saw an ad, and they just ments and then there was a ���super installation��� the ���marts���) Think about it, do you really be- don���t care all that much about fishing reels. all the bells and whistles, with a commission to lieve that the expensive one is 38.88 times bet- They may actually ���need��� a good reel but they the sales person who sold it. Let this brew in ter than the $18 one? Twice as good for sure, can���t see why anybody would want it all that your mind of a moment; sales person talks to maybe 10 times as good, but 38? Hard to imag- bad. Find a person who understands the dif- customer, sales person sells ���level two installaine! Simple ���need��� does not require the pur- ference and you just might sell them the top of tion���; sales person makes extra money; installer chase of a $700.00 spinning reel, but simple the line. Because they understand the differ- makes extra money; customer gets way better ���want��� will do it for some people, and they do ence and want it! than minimum job on their home. It might JANUARY 2013 14 THE JOURNAL