I was driving down a main road in South Australia and stopped in traffic.
While I stopped, I looked over my shoulder at the brick-and-mortar businesses.
I work in marketing and sales, so I always keep my eyes peeled for how business are approaching their marketing and sales.
Why?
So I can see what the competition is doing!
On this occasion, what I noticed, was that the brick-and-mortar business had two physical areas of their business on display:
- One where the purchases occur; and
- One where the customer picks-up their purchase.
In other words, purchase and delivery.
The business had labelled the entrance to the section where customers purchase, as “Sales Office.”
This seems backwards to me…
Customers don’t care about you or your business, they care about themselves, particularly solving their pains, problems and needs.
The words “Sales Office” is for the business, not for customers.
The words “Sales Office” is fine as an internal name for staff, but not as a customer-facing name.
The customer-facing name should be called “Product Purchases.”
Etc.
I chose alliteration as alliteration is a really good for naming, particularly for a business that doesn’t have a lot of marketing and sales resources.
“Sales Office” is never running through a prospect head.
They are not thinking about sales, you are.
The same advice goes for contact details on websites or phone menus…
I see this all the time:
“For sales, contact: 08…. Etc.”
Noooo!
Sales are what your business does internally.
Purchases are what your customers do and think about.
Put your marketing and sales language it in the language of your prospects, or risk losing sales.
Remember, as copywriter Robert Collier once said: “Enter into the conversation that your prospect is already having in their own mind.”