NFIB

Get Fired Up
07/ 31/ 2003

by Nancy Mann Jackson

Sue Ann Muller and her husband, Phil, are experts at outdoor cooking. So when they opened The Outdoor Cooking Store in White Bear Lake, Minn., they had more to offer than grills and charcoal. The Mullers also share their expertise with customers through on-site classes and workshops -- and in return, customers keep buying the store's products.

Regardless of your industry, teaching customers why they need your services or your products develops a loyal following.

"We offer classes to educate people about the different products we offer, and when they learn from us, they're more likely to buy the products from us," says Sue Ann Muller.

Here are more reasons why getting in front of a room full of potential customers is a sure-fire way to boost sales:

Build Loyalty.

Amy Kinnon, owner of Kinnon Keepsakes , a scrapbooking store in Allentown, Pa., says her store's weekly classes have helped her build relationships with a number of repeat customers.

"This industry is very inventory-heavy. There are always new things coming out," Kinnon says. "We offer classes to educate people on new products and techniques so that they'll buy more here, and people really appreciate it." The plan seems to be working, as Kinnon's highest revenues are always reported on class nights.

Establish Your Expertise.

"We started offering classes to become the recognized experts in the field and bring in more business," says Sue Ann Muller, who covers topics such as grilling, Dutch-oven cooking and deep-frying. Another advantage? Products used in the classes sell at a faster rate.

Create New Revenue Streams.

While some business owners simply charge enough to cover expenses, others actually add substantial income by offering classes.

Robert Middleton, owner of Action Plan Marketing in Boulder Creek, Calif., offers classes and "teleclasses," or seminars by phone, to help educate clients across the country on how to better market their service businesses. Middleton's classes often yield new customers for his marketing business. But even better, they also provide a steady revenue stream of their own.

Stay Connected.

The Outdoor Cooking Store offers classes only during the late fall, winter and early spring, when business is usually slow. This carefully planned schedule gives Muller a good reason to stay in touch with customers during the off-season.

Kinnon sends a monthly newsletter to remind customers of the upcoming class schedule. Her frequent mailings keep her business on customers' minds. So the next time they need supplies, they'll go straight to her.

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This article originally appeared in the August/September 2003 issue of MyBusiness magazine.

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