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Socially Speaking: You’re Noisy an Your Food Stinks. Want a POS?


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We’re technologists. Geeks. Most of us call our gadgets ‘toys’ and know lots of tricks and tips for operating systems, software and the internet at large. Combine that knowledge with some solid knowledge of retail store and restaurant operations and you’ve got the raw building blocks of a point of sale VAR. As all POS resellers are aware, it’s becoming an increasingly tough world to sell in. Newer POS solutions are available in various new shapes and sizes and can seriously threaten both close rates and price points.

Value ImageThe majority of people buy a product using a very simple formula they likely don’t even realize they are using. D = V / P – the Purchase Decision is a comparison of Perceived Value versus Price. For various reasons revolving around the V in VAR, you shouldn’t play the price game. Someone who wants the best price on a $500 bike will pay $650 if a trainer takes them out on a ride to try out the bike. Zappos has an entire page on their site explaining why they don’t offer coupons and the value that the consumer gets by paying full price. Stack the cart with value and sales will rise.

One great piece of value to pitch a business with is a Social Pulse of their operation. There is a huge Perceived Value to knowing what others are saying about a business and how to push the needle towards positive ratings. Yelp has recently added a ‘Noise Level’ aside its normal food and service quality ratings – but many establishments just don’t keep on top of this. ‘Your food stinks’ may be a bit brutal, but most businesses will value real feedback and actionable intelligence summarized from a variety of sources.

The ‘Socially Speaking’ column has previously highlighted ideas on how to package and sell various social networking services. Presence on social networks is incredibly important. According to a small business social working study by Intuit, over 60% of businesses spend less than $250 per year on social media. Although many see the importance, approximately half of small businesses lack either the time or the know-how to effectively interact online. Many others that put in at least minimal effort are simply doing a poor job. It is, however, a safe assumption that the majority of small businesses view social media as important and would like a better presence. There is an abundance of Perceived Value for VARs to use to affect the Purchase Decision.

What should be part of the Social Pulse? That will be determined by the time, effort and potential revenue you can tie to this initiative. It can be as simple as a check-list of their online social visibility versus three of their closest competitors – registered via Google Places, present on Facebook, number of reviews on Yelp, meals pictured on Pinterest, etc. It can include a three-month service plan (upon system purchase) to launch their profiles for them, provide pointers on how to encourage customer social activity and a six-month follow-up. It can also include a billable monthly service inspired by the ideas in previous issues. Go out, adopt and swing those Purchase Decisions!

Follow RSPA – @InsideRSPA
Follow David – @Golem5

We’d like to hear about your successes and your failures. Well, the short versions at least. #BADJOKE. If you have any questions, comments or suggestions, reach out to our “Socially Speaking” author on Twitter or LinkedIn so others can follow the dialogue. Or leave a comment below!

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