Funnels & Paths
HOLY EXTENDED TERMS, BATMAN!
Ideas to pull the options you need today out of your utility belt
Create the options
you need today, rehearse them with your sales team and keep your Gotham
safe, secure and viable.
The superhero Batman has gone through several transformations from comic
books to the 1940s movie serial to the Dark Night of this century. The
most entertaining version for me was the 1966-69 ultra-kitschy brightly
colored TV series featuring Adam West as Batman and Burt Ward as Robin.
Airing 30-minute programs on Wednesday and Thursday nights, the primetime
show featured over 700 cast members including three actresses as Catwoman,
two actors as The Riddler, and walk-on appearances by Rob Reiner, Allen
Ludden, and Francis X. Bushman.
Batman had no real superpowers. He relied on superior wit and cunning, a
well-toned body (by 1960s television standards), and a very cool and very
yellow Bat Utility Belt. He and Robin would safeguard the city of Gotham,
speedily identifying criminals like The Joker, Egghead, King Tut, along
with the aforementioned Riddler and Catwoman. Looking back, I suppose they
didn’t need that much cunning to spot criminals wearing jumpsuits painted
with question marks or headgear with pointy ears and whiskers.
When confronted with the peril that comprised the cliffhanger ending of
Wednesday night’s episode, Robin would summarize the situation with a
“Batman” statement. Some weeks it was “Holy Knit One, Purl Two, Batman”
and other times it was “Holy Hole in a Doughnut, Batman.” They all led to
us having to tune in (same Bat-time, same Bat-Channel) to witness Batman
pull the proverbial rabbit out of his utility belt.
Like Batman, you probably have some colorful characters in your working
world, so be sure that you prepare your sales team with a full utility
belt ready to turn the most harrowing situation into a profitable sale.
Batman’s belt had about 50 pockets and also contained the Bat-rope and
Batarang. Here are three pockets that you may want to fully equip right
Consumer financing is one of the strongest marketing and sales tools on
your utility belt and continues to be underutilized on retail floors.
Using financing builds average sale in big-ticket retail by about $400,
increases customer loyalty and helps shoppers to more easily make purchase
Quoting prices in dollars-per-month can put all your merchandise on equal
footing. Using varying terms from 12 to 60 months means almost every
mattress on your floor will cost purchasers only $49 a month. When it’s
time to upgrade, they are already used to paying monthly. It’s easier to
make a decision to upgrade when the monthly payment stays the same!
Finance companies provide retail intelligence on current financed
customers such as open to buy, current balance, and final payment date.
These figures present myriad other ways to market to previous shoppers,
letting them know that the chances are good that they likely can get
credit on additional purchases that will make their homes more comfortable
Holy Amazon, Batman!
One of the prime reasons people like to buy online is free shipping. And
that can bring a tidal wave of misery when you try to collect a delivery
Sure, you have trucks, drivers, insurance and fuel to pay for. But, it’s
easy to compete when you pull a ‘white glove’ out of your utility belt.
Keep in mind that the free shipping is essentially the same kind that the
newspaper delivery boy used to provide by slowing down his bicycle and
flinging the paper into the bushes. When online companies offer free
shipping, it means doorstep delivery without packaging, assembly, or
Use your Batman-like cunning to offer free shipping just like those
dot-com guys. Offer doorstep delivery at no charge with the opportunity to
upgrade to White Glove full service for a reasonable upgrade cost.
Depending on your market, it could be $49-$99 or more. Reach into your
belt with documentation of what that White Glove fee includes. by the way,
when you pay your sales team a $10 spiff every time they add on the
additional service, they’ll quit hounding you to allow a free delivery.
Holy Bundle of Joy, Batman!
As Robin would say, Holy Average Ticket, Batman! when you add the
white glove charge into the package price.”
People who shop at your store might not think of getting a new dress
without accessorizing it with shoes and a belt. Nor would they purchase a
new suit without adding a fresh dress shirt and tie. The fact is that new
clothing makes your old clothing look older.
Similarly, necessary items like pillows, sheets and protectors add comfort
and enjoyment to a shopper’s new bed. In fact, many comfort returns are
the result of old ill-fitting pillows, or washed-out shrunken sheet sets
that squeeze the comfort layers of a new mattress. But selecting and
pricing these items can be confusing for shoppers.
Luckily, you can outfit your utility belt with Accessory Bundles. Simply
create your own package of sheets, protectors, and pillows, all at one low
price. Inside the Batcave, Batman and Robin might formulate them as good,
better, best, but you might present them as silver, gold and platinum
packages. At the lower end, you should be able to create a four-pack at
$149 and top out at $399-$499. And, as Robin would say “Holy Average
Ticket, Batman!” when you add the white glove charge into the package
Batman and Robin didn’t just have a variety of tools in their utility
belt, they practiced using them before they were needed and made sure they
were well-maintained. Some people might call that Bat Training.
Create the options you need, rehearse them with your sales team, and keep
your Gotham safe, secure, and viable.
P.S. My favorite Riddler was Frank Gorshin and favorite Catwoman was
Eartha Kitt, but I am willing to hear your opinion.