SBM 101: Passion 4

Small Business Marketing 101Are your customers as passionate about your business as you are?
How do you inspire them? In what ways do you build the type of passion in them that you have in your own heart?

sephora grand opening

Have you ever attended any great retailer’s grand opening before? I’ve been to several – IKEA, Apple (store and product launches), and a couple others. They are great places to see passionate fans.

Several weeks ago, Sephora opened up their first store her in Salt Lake. Cassie and her very best friend, Jen, went to the grand opening. The place was packed. In fact, they stood in line for over an hour just to get to the store front. Once there, they then had to wait for customers to check out and leave so they could enter the store. She enjoyed the experience so much that she asked if I or my mom might want to go see it.

Would your customers get this excited if you opened a new store? What if you opened a new location – who would show up and what might they say?

Creating this type of passion isn’t easy. If it was, everyone would be doing it. It takes hard work, a little creativity and a lot of listening. Once you have figured out what you are passionate about, you have to figure out if there is a market for it. If you find a winner, your next job is to build a team that is every bit as passionate about what you are selling as you are.

Sephora sells high-end cosmetics, fragrances and services. But that isn’t the only thing they sell. They are selling an experience that no one else does. No only do they offer a great selection of products in one convenient location, they also offer great customer service, samples, and their own signature products.

Cassie loves the place so much that she has been to Sephora locations in Seattle and Hawaii. She’s been talking about the Salt Lake store for months now.

Here are a few questions to consider:

  1. Do your customers care about your business?
  2. Do they tell their friends and neighbors about you?
  3. What fun and exciting things do you do to get them talking?
  4. Do you offer products or services that your customers will drive out of their way to get?
  5. If you offered your signature products on your website, would anyone buy them?
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