I buy my suits in the basement of an office building – from a guy named Jimmy. I’ve told the story a hundred times and now everyone I know buys their suits in the basement of an office building – from a guy named Jimmy. The story about buying suits from Jimmy is a contagious one and watching others tell it puts a smile on my face every time.
Does your business have a contagious story?
Jimmy has developed a very profitable little business working only a few hours a day. Truthfully, he’s one of the most savvy marketers I’ve ever met.
I keep a business card in my wallet that says ‘Jimmy Suits’. When I need a suit I call the number on the card and leave a voicemail (it always goes to voicemail). Within the hour, Jimmy calls back and we set up an appointment.
The shop is 20×15 – wall to wall suits. Jimmy takes you to the section (by size), asks you about your current suit wardrobe and makes a recommendation. After trying on the suit, he writes down the the very low price on a notepad (no negotiation) - and he sends you on your way with a suit over your shoulder and a handful of business cards.
What can we learn from Jimmy’s suit business?
1. Don’t sell products: Instead, create a unique and compelling experience around the products we sell – a feeling of exclusivity. Every time, without fail the line: “oh and they’re really great suits” is tacked on to the end of the story. There is nothing contagious about great suits.
2. Know the target market – I mean really know it and market accordingly. Jimmy’s business is built around the male buyer’s expectations – great suit, inexpensive, under 15 minutes and with free fashion advice.
What I’ve yet to figure out is this: Is Jimmy a brilliant marketer or accidental success?