Shoppers or Buyers

Posted by: dschreiner in techniquessales process on Feb 6, 2009

Last month I headed out on a real adventure.  But before we get to the real action, a little background.  Mature adults are a product of a generation the still read for pleasure.  We consumed the morning paper and often had a mystery on the bedstand.  We looked forward to our vacations when we could zip through a couple of trashy novels.  Walk around a bookstore today and you’ll notice many mature adults perusing the stacks.  All makes sense until I noticed that many more were reading than buying the books.  Nice scene but can’t be good for the bottom line.  I immediately self diagnosed the issue, mature adults still enjoy reading but don’t enjoy the buying.  I thought to myself, what if you could offer the enjoyment of reading without the wallet pain of the buying.   Then it hit me.  There used to be this place I dropped my children off to study and research school papers.  My new adventure took me to the library.  I signed up for my first library card in 40 years.  After checking out more books than Evelyn Wood could read in two weeks, I paused to look around.  The place was filled with mature adults and school kids.  Is your business trying to attract the mature customer, be the library.              


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