I have seen a lot. I have worked for companies that hired professional wrestlers, (The Ultimate Warrior- did have his hay day), blow-up gorillas, balloons, free hot dogs, snow cones, popcorn, trips to Tahiti, and every purchase gimmick from deep discounts to buy-one-get-one-free. Let’s face it. The top ingredient in salesmanship is excitement and enthusiasm. So we, as consumers, are automatically drawn to these attractions.
The fact is that these gimmicks are distractions that justify or rationalize our decisions that make us feel better when buyer’s remorse sets in. That’s why when men look at sports cars they bring the same friends along that attended the bachelor party or friends who were around in college that thought the decisions you made were all good. Salespeople are meant to be your cheerleaders, making you feel better about the large purchase you are making.
The reality is if they are able to discount this much- what are the real markups? Sales is mathematics, in order to increase- you either get the existing customer base to spend more or grow your customer base to more customers. That’s really all you can do to drive sales! So, every gimmick is either set up to get you in the door (increase customers) or get you to spend more (increase the purchase price).
My experience with RevoluSun has been different. The only money we “give away” is the referral fee that we give to people who recommend us to their friends and neighbors. We find this to be the best form of marketing and it’s a genuine approach to spreading the word about a quality product and service. Rather than offer a knock-off brand flat screen, we reward the people who help our business grow with a monetary amount that we would have spent on other (less effective) marketing avenues.
We feel the referral is more honest, intimate, and real.
When competitors offer “gimmicks” where is that money coming from? If the price is less or even similar and they want to offer a “Free [insert current fad]!” these businesses are making decisions for you about how to spend your money.
What really matters in these situations is the quality of the system, the quality of the installation (this is really important when you are trusting someone to drill holes in your roof!) and the staying power of the installer (in terms of service and warranties). At the end of the day when we focus on comparing apples to apples, we’re left with the elephant in the room… How do other companies justify a similar price if they are not offering the best product?
Scott Rodgerson is the Director of Operations for Residential PV at Revolusun. Prior to joining the company in 2012, as a Project Manager, Scott spent 13 years managing stores and operations in the Northeast and Western Divisions of Home Depot. Scott was trained in Six Sigma and followed the president of Home Depot to 24 Hour Fitness where he managed clubs and worked as Chief Operating Officer for Fit Families of America educating children on health. Scott put him self through school working in construction and holds a General Contractors license in the State of Connecticut. Scott has a Master’s in Business Administration from Westminster College and a B.S. in Economics from the University of Utah.