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ALPACAS
MAGAZINE
am sure you have all received the same emails and flyers that
I have—the ones about alpacas being sold at very low sales
prices. Call them what you wish—fire sales, herd dispersals,
retirement sell-outs, and similar terms—they nearly always mean
alpaca prices strategically set to sell animals for a purpose other
than price-to-value. So how do you sell your carefully bred and
nurtured alpacas against these low prices?
Though the reasons for breeders leaving the business vary, the
bottom line is that in this economy you have a new competitive
force with which you must deal—herd reductions and dispersals
at below market value appealing to the same prospects to whom
you might be able to sell your animals at a higher price. So how
do you compete?
Use these ideas to help you develop a strategy to sell against
fire sales:
Help prospects make a good buying decision.
When you
have a prospect looking at your animals and also at fire
sale animals, be diligent about positioning yourself as the
knowledgeable, helpful resource they can trust now and for
the long-term. Without criticizing their other choices, you
can help them know the value you offer beyond price that
can make a big difference in their long-term success in the
industry. Value is getting more than you expected when
you least expected it. What do you offer that gives buyers
great value beyond price? Know what that is and be able
to articulate it in terms that tell your prospects what they
can expect to get from you.
Evaluate your own pricing.
Though you do want to sell for
a good return on your investment, it is necessary in today’s
economy to consider which of your animals could sell more
quickly if re-priced to current market value. If pricing is a chal-
lenge for you, consider hiring the services of an industry profes-
sional to give you an unbiased perspective. When you combine
realistic pricing with irresistible terms and evidence of long-term
support, you will help influence buying decisions in your favor.
Help prospects look beyond price.
Though price will defi-
nitely influence some to buy, there are many who really are
looking beyond dollars. Ask the question, “What besides
price is important to you?” It could be bloodlines, support,
education, assistance with health and farm operations issues,
breeding opportunities, your experience and expertise, loca-
tion, reliability, risk management, etc. Listen carefully to your
prospect’s response, and present the benefits of getting what
they need by buying from you.
Recognize SWSWSWNT.
This sales acronym stands for
“Some Will, Some Won’t, So What, Next Time.” Regardless
of what is happening in the marketplace, there will always be
some prospects who come to your farm and seem to appreci-
ate all the information you give them, but are still are hesi-
tant to buy from you. IF you are diligent about asking good
final closing questions, and then initiating follow up that is
timely and of value to these prospects, you will increase your
likelihood of retaining them as potential customers. However,
even with that, some of them simply are not—and never will
be—your buyers. Let them go, and concentrate on finding
and converting those who are.
Determine and promote your BCAs.
What are your Basic
Competitive Advantages? Ask yourself the question, “Why
should they buy from me?” Make a list of exactly what differ-
entiates you, your alpacas, and your customer support from
these competitors. It might be that you have a stable business
model you will pass along to them, that they get quality now
and quality in the future, that you really do provide excep-
tional ongoing mentoring and support long after the sale.
Whatever your BCA’s are, be sure you include them in your
prospect conversations, on your promotional materials, and
in current customer testimonials.
Prove your positioning.
What do you do to prove your
positioning as the knowledgeable, helpful resource your
prospects and customers can trust? You cannot just say it,
and hope they believe you. Demonstrate it in your follow
up, your help with customer farm set-up and business plan
development, your show and event assistance, your blog
or newsletter, your involvement in industry events and
associations, and the customer support manual you develop
and provide to customers. When prospects know they can
trust you to be there when they need you, the value of
buying your higher priced animals takes on a broader
meaning than sales price.
Demonstrate fiber business development success.
What
can you show prospects to help them visualize how they
can develop and monetize the fiber end of their alpaca
business? By leading the way with your own store, retail
outlet relationships, farmers’ market venues, and other
methods of showing income-producing potential beyond
breeding stock, you can become a magnet for those who
want to become long-term, profitable alpaca farmers.
Breeders who are selling out cannot do this.
Finding and reaching your customers can be your greatest challenge. Marketing is an essential
part of any successful business, and raising alpacas is no exception. Make your farmor ranch
stand out from the crowd.
BY JULIE WASSOM
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Selling Against Alpaca Fire Sales
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