The (AIRCO) Advisor

Inflatable Industry News You Can Use!

Dealing with Discounts

Everyone's looking for a deal-- how do you answer requests for discounts? You want to maximize your business but still earn a fair wage; sometimes it seems as though you are caught between a rock and a hard place! Today's article deals with some strategies on handling discount requests

And, time's running out to book your rooms for IAPPA! If you are planning on attending, let us know.

Read on for more information and join us at the Moonwalk Forum for some discussion and general fun.

Learn Web Marketing at IAPPA

Web Marketing Seminar

Are you curious as to why your website doesn't rank well with the search engines? Do you wonder why you aren't getting more e-mail or web inquiries?

Hullaballoo is sponsoring the Web Marketing Seminar the day before the IAPPA showfloor opens- Tuesday, November 16.

Learn web marketing the right way. The all-day seminar is a fraction of the cost of the industry search engine marketing events and designed for business owners, not tech-heads. Learn techniques you can implement to get more impact from your website.

The Early Bird Registration Fee is only $249 and ends October 15- the full amount is $299 if you wait too long. Your fee covers breakfast, lunch, snacks and a take home workbook. Join us for this informative workshop and maximize your web marketing efforts.

Going to IAPPA? Stay with Us!

Hullaballoo has reserved a block of rooms at the lovely Radission Barcelo resort located less than a mile from the Convention Center where IAPPA is going to be held. Rooms run $59 a night for standard or $79 a night for deluxe rooms.

Enjoy networking opporunities and meet other inflatable rental company operators by staying at the same hotel. IAPPA is a huge event for all types of amusemsent companies- we rental operators can get lost in the shuffle!

Staying at the Radission will be convenient if you plan to attend the AIRCO reception on Tuesday night AND you can avoid the parking fees at the convention center by taking the convenient shuttle to and from IAPPA.

Book now! Time is up on our guaranteed block of rooms, but we do still have availability. First come, first serve.Book your reservation now.

Dealing with Discounts

By Scottie Claiborne ©2004

Your brain is swirling as you try to think quickly. The potential customer on the other end of the line has just made a plea for a discount. It's a slow weekend (so far) and you want the business. Do you offer a discount or not?

Sorry, We Don't Offer Discounts

• You are already turning down business each week.
• The event is out of your normal delivery area.
• You are the only game in town and they need you.
• You have unique items the customer really wants.

Please Apply for Our Community Service Events

An sample plan:

• 5 charitable events a year for half price.
• All applications for the upcoming year must be received by Jan 1 and decisions will be announced by Feb 1.
• Applications available online to be printed and mailed in.
• This is a great opportunity to send a press release to the local media.

Selecting and announcing the year's charitable partners is more great, newsworthy press release fodder.

Organizations are used to paperwork and deadlines and a charitable event program shows that you aren't just a heartless mercenary out to make as much money as possible, but in fact a dedicated member of the community with an organized outreach program to give back the the community.

It allows YOU to choose the programs that make sense to donate to and prevents you from having to make snap judgements while being pressure by an event organizer.

Offer Something Extra

Take a hint from the cosmetic companies- they don't get into pricing battles amongst themselves. They fight it out with extravagant gifts with purchase. For a $20 purchase, you get a free gift worth $50! Who wouldn't buy?

Try to get MORE $$ from every delivery, not less. If you're going anyway, it's easy enough to bring a bubble machine, concession item, game, or even a smaller inflatable out for a discount or even free. Instead of giving your customers less, give them more! They'll feel special and their event will have something additional. It's a win-win for everyone.

But Your Competitor is $30 less...

Let's face it, the customer doesn't want to hear how much you pay for insurance while your competitor goes without, nor do they really care that your equipment is newer or more attractive. Try NOT to run down your competition- customers sense negativity.

Simply state the facts- whatever it is that makes you different.

• We are a full-service, insured company with trained installers.
• You can feel confident we will show up, on time, with clean, well-maintained equipment.
• Our service is professional and friendly. We do all the work- you just tell us where you want things. We'll make sure you are comforatble with the operation of the equipment because safety is our top priority.
• Company ABC will probably do a fine job for you, if you're budget is limited.

Many will call your bluff and hang up to call the competitor. More often than not, they'll call back and book from you- if they don't, count yourself lucky. Customers who shop by price alone tend to be more difficult and take less care of the equipment than those who appreciate a professional service.

Be Prepared

Sometimes a discount is appropriate and makes sense, other times you just need to be able to turn the request to your advantage. However you decide to handle discount requests, be prepared before they ask with a ready answer and you are likely to find yourself earning more, with happier customers too!

Want to discuss this article? Talk about it at the forum.

Wrap Up

Can it really be October already? How time flies!

IAPPA is just around the corner. If you'll be there, try to come by and catch the panel discussion hosted by the Inflatable News on either Wednesday or Thursday- I've been asked to be a speaker and I'm looking forward to meeting as many newsletter subscribers as I can!

I don't have all the details on place and time yet, but I'll put them in the next newsletter when I find out.

If you are interested in driving more business through your website, be sure to sign up for the web marketing seminar! I'm opening up the registrations to my Successful Sites newsletter subscribers this week and seats will fill up. You could attend other web marketing seminars at 5 times the price and get the same info we'll be discussing in our all-day seminar.

If you are coming to IAPPA, be sure to join us for a reception and open meeting to launch AIRCO on Tuesday evening, November 16. If you can't join us in Orlando, sign up for the AIRCO mailing list by sending an e-mail to airco@aweber.com with "subscribe" in the message. The website should be up shortly!

Discuss your thoughts on AIRCO or ask questions at the Moonwalk Forum!

This was a late newsletter- look for another newsletter this month. Busy busy, but we'll definitely get in another edition before IAPPA.

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