Boost Sales By Saving Time
 By B.J. Addington

Small-business owners are always looking for a unique way to differentiate themselves from the competition. Here’s one idea: Sell the time-saving benefits of your products or services.

In today’s fast-paced world where time is at a premium, more than 80 percent of American adults would pay extra for a brand that is a time-saver. That’s the finding of a study entitled “Time: The New Currency,” released this year by JWT Worldwide, the largest advertising agency in the U.S.

“Marketers are starting to weigh the time cost or benefit of their products or services, in addition to the monetary cost,” explains JWT Worldwide CEO Bob Jeffrey. “The question many consumers are asking is ‘Can I afford the time?’ rather than ‘Can I afford the expense?’”

Marketing the time-saving benefits of your small business may be easier than you think. In your advertising, on flyers, on your Web site – in all of your marketing activities – emphasize the time consumers can save by patronizing your business. Try these six ideas:

1. Neighborhood businesses can play up the time shoppers will save by not driving across town. Promote the fact that your shop is nearby, so shoppers won’t have to waste time in traffic. Also promote free, easy parking.

2. Speed up your customer service – and tell customers about it. When people call your small business, don’t waste their time by sending them to a wilderness of voice mail options. If possible, have a human voice answer the phone promptly. If you must use voice mail, devise a system that’s quick and efficient for customers.
   
   The same holds true for e-mail communications. Promise customers that you’ll reply to e-mails within one business day. And deliver on your promise.
   
   Use your speedy customer service as a marketing tool. Promote the fact that you understand your customers’ crush for time, and that your small business will respond personally and promptly to requests.

3. People want products that are reliable. They don’t want to waste their valuable time by returning malfunctioning goods.
   
   Give the best guarantee you can on every product you offer. Stress to customers that you know their time is valuable, so your products are designed to work the first time, every time.

4. If you’re a service provider, promote your punctuality. Every consumer has a horror story about waiting for hours for the arrival of the plumber or the cable guy or the AC repairman.
   
   Show consumers that you won’t be their next horror story. Tell them when you will arrive and then be punctual. It’s a simple act. But many businesses can’t get it right. If you can, you’ll build a solid business through word-of-mouth referrals.

5. Offer time-saving extras to customers. As the JWT study showed, many consumers are willing to pay more for services that will save them time.
   
   Think about offering deliveries for a fee.
   
   If you’re a service provider consider offering in-home services for a fee. Financial counselors, dog groomers, automotive maintenance businesses and others could carve a profitable niche by selling convenience.
   
   If you’re not sure which time-saving extras your customers are willing to pay for, just ask. A little market research could help you develop a big edge over your competitors.

6. Make it easy for shoppers to find out what products and services you offer. Promote them on your Web site. List them in your Yellow Pages ad. Produce flyers that you can slip into shopping bags.
   
   The aim is to give time-stressed consumers as much information about your business as possible. If they know you offer the products or services they need, they won’t waste time shopping with your competitor.





(Posted May 2005)

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