Create a story and a destination on your website, coming at it from the church user's perspective — pastors, worship leaders, administration, and so on.
The other day, I was reading an article in the Economist about cloud computing whereby it compared Amazon, Microsoft, and Google. Although all three firms offer cloud computer storage, Amazon and Microsoft rule the roost. The article pointed out that while Google employs typical serve-yourself menus for customer support, Amazon, and Microsoft are service-centric with access to real people.
This got me thinking … how do you differentiate yourself from your competitor? The story above illustrates an important differentiator that has proven to be a very successful business strategy.
Value proposition
When developing a product—whether a cloud storage platform, direct box, or service platform—one of the first steps is to create what is known as a value proposition, whereby you list all of your values and compare them to your competitor's. Some examples could be technical expertise, service call availability, pricing or value, training programs, connection with a given client, star rating, and so on. You would then create a graph as follows:
In this example, "we" are better with audio and video than the other guys, but "they" are better with networks and security. This guides us to focusing our marketing materials on what we do best. For instance, if your competitor has a very strong reputation for installing and managing digital networks, you may be better off promoting your AV prowess. At the same time, it may be a good time to step up your qualifications in this area.
Story refinement
The next thing you need to do is create a story and destination on your website. A common mistake that I have made is to "assume" people know what they are talking about or what they are looking for. A better approach is to come at it from the user’s perspective. In other words, ask yourself who the client is and what the client may be looking for. The house of worship market can likely be broken down into a few key users, such as pastors, board of directors, worship leaders, administration, and so on. By creating a path for these specific users that helps them identify what services they need, you will give them confidence in the services that you offer. For instance, a pastor may have a problem with connecting to the elderly and wants to add an induction ring for hearing aids, while a worship leader wants to improve the sound distribution in the venue so that sound pressure levels are kept under control. Guiding the user through the process not only provides confidence, but it creates a need to go back and visit. In other words, you are creating a destination. And this can be supported with instructional videos.
The house of worship market can likely be broken down into a few key users, such as pastors, board of directors, worship leaders, administration, and so on.
Discounts?
I am not a big fan of promoting discounts, as this becomes a race to the bottom. I go back to differentiating your services from those of, say, a big-box store. I would allow those that are driven by the lowest dollar and wish to do the installation themselves to do so, unless of course you plan to be the next Amazon and become a sales-only outlet! Your time is valuable and the message you should put out is that we provide real after-sales service. This may include a couple of free training sessions with charges for subsequent ones. Or 24-7 service calls that will ensure your system is up and running, even on a Sunday. Keep in mind that many of the users are not necessarily skilled. So, holding their hand when confronted with a challenge can be a real life-line.
Geniune endorsements and testimonials
Your website is your opportunity to brag. This is where getting endorsements from past clients pays dividends. If you have the time, including a story that identifies the client’s problem and how you went about finding a solution provides tremendous support to a quote from a past client. Don’t just put in snippets like "great service," -Bob … since this only raises eyebrows as to its believability. A better option is to include a sentence or two with full credentials, which lends real credibility.
Parting thoughts
As a final note, when submitting a sales proposal and service contract, I prefer to give the client the retail (or MAP) price of each item, then a total price that shows a discount on the package. This way, the client can not shop individual items. If the order is significant, you may be able to negotiate additional terms from your suppliers, which you can pass along. This sometimes helps in closing the deal. And remember, price is rarely the only consideration when making a purchase.
* after-sale service and support (i.e., churches may need extra support because the operators are less skilled, potentially; they may also need help on a moment's notice on Saturday night or Sunday morning; also, does this look different during a pandemic--is there more Zoom support or something like that?)
* pricing (some companies offer special pricing for churches or special payment options)
* prior experience working with churches (a consultant, integrator, or installer can be top-notch, but do they understand the specific needs and workflow of church teams?)
* personal heart for the church (having this intangible is probably a big asset in the long-run when dealing with church clients)
[Editor's note: Originally published in 2020.]
