November 7, 2007
In the carpet cleaning biz the old strategy was "pick us and we’ll clean a room for free!" Joe Polish changed it to giving ‘carpet audits’, informing and teaching rather than trying to sell. Chet Homes calls this leading with market research rather than product research. In the carpet biz Chet and Joe educated clients citing EPA findings, and showed them how cleaning the rugs lead to healthier homes and so on. When you educate you take the roll of an expert. Who do you want to interact with, a salesman or an expert that has your best interest in mind?
