Convenience

The demand on people's time has become so important
that Levinson added convenient to his original 8 successful
marketing words that end in "ent".

The guerilla's credo is now: commitment investment, consistent,
confident, patient, assortment, subsequent, amazement,
and convenient.

Convenient means making it easy for people to do
business with you. Modernity claims that people's
lives are now easier. That may be so, but demands
on their time have never been greater. People do not
like waiting around. They don't like difficulty when
making a purchase, and they don't do business
with people who waste their time.

Levinson provides 10 different ways to make it easy
for people to do business with you. These include:

• Allow prospects and customers to make purchases
  from you 24 hours a day, seven days a week
• Let your customers pay with partial payment plans
• Accept as many credit cards as you can, not just 2
• Offer the convenience of toll-free phone numbers

If you have customer convenience on your mind,
you'll consider delivering, doing business at your
customer's place instead of your own, encouraging
phone orders, establishing a mail-order system,
adding service reps, and providing shuttle service
for customers.

One of my clients, a bank that serves a farming
and ranching region in Nebraska, is open every
Saturday night, from 7:30 to 9:00 pm. I take my car
to be serviced by a garage that takes me home
when I drop it off and picks me up when it is ready.
I frequent businesses that provide free parking.
I take coaching calls in the early morning and at
night to accomodate customers in different
time zones.

The business world has evolved to the point
where convenience is an art form as well as
an advanced technology.

What more could you be doing to make it easier
for prospects and customers to do business with you?

(c) 2005 Guerrilla Marketing Golden Rules e-zine

Steve Brewster
Business & Personal Coach
403.283.5706