Mary Schmidt Marketing Troubleshooter

I could tell you it’s because (logic! logic!):

1. Quality of design
2. Quality of construction
4. Capabilities
5. Durability (should last 20 years)

And, I like all that, certainly logically justifies the price…BUT the real reason I bought a Lindhaus is: Ryan and Diane Strauss of Ryan’s Sewing and Vacuum Center.

1. I found them quickly on the Web when I went looking for a local vacuum store. And, their phone number and location was RIGHT THERE; I didn’t have to hunt for it. Other nice touches of this admittedly “amateur” site (done by Diane): The site’s font is good-sized and easy to read on a white background; They tell me immediately what they do (listing in bullets); they tell me their store hours; there’s a link to a map, with directions; and there’s a friendly-looking photo of the owner. I’ve seen far worse done by “professional” web developers.

2. Ryan answered the phone within two rings.

3. Ryan said he’d be happy to order the Eureka I was asking about…but they’d been having problems with them.

4. He established his credibility by telling me of his experience (26 years) in vacuums.

5. He described an alternative, Lindhaus, and was upfront about the (ack, ack) price. No trying to lure me in the store.

6. He’s offering a better deal, $100 less than anywhere else, because he wants to establish the Lindhaus brand in Albuquerque. The vacuum is normally $699.00. (Hey, I’m getting a deal! It’s only logical!)

6. Ryan and Diane acted glad to see me when I walked in the store. Even though he was on the phone when I arrived, he acknowledged me and quickly motioned to Diane and asked her to help me.

7. They described how they use the vacuum in their home and how happy they are with it.

8. They demonstrated it and explained why it’s worth the price, showing me the differences between it and other vacuums. Ryan even took me in the backroom and showed me the broken Eurekas and why they had broken. (He’s wanting for back-ordered parts to fix them.)

9. They answered my questions, in some cases before I even asked them! (The dry-cleaning solutions are environmentally friendly and safe for pets.)

10. They also threw in the optional bare floor vacuum attachment at no extra cost (see #6. Hey, it’s only logical! I’m REALLY getting a deal!)

The REALLY BIG Reason: They made me FEEL GOOD about spending $600 $599 on a vacuum (my original budget price point: $150). So, at the Point of Purchase Passion, I also bought extra bags, carpet spotter, and the big container of the dry cleaning solution. Total damage to the Schmidt budget: Over $700. And - hey, what the hey - I also bought two Miracle cloths ($10) they were selling to raise money for Project Linus.

So - yep - I now own the 25th Lindhaus sold in Albuquerque…and I’m telling everybody. (I was in a vacuuming frenzy yesterday…;-) Who knows? Maybe I’ll next take up sewing…aarrgghhh

P.S. Ryan also told me their business is booming and their landlord couldn’t be nicer. Great to hear good news - especially from a local “Mom & Pop.”)

Tags: marketing, small business marketing, marketing troubleshooting, shop local, Lindhaus, Albuquerque vacuum stores, Ryan’s Sewing & Vacuum Center