I was reading a business magazine the other day when I came across an article: “Top Goat Selling Techniques.” It was a major, national magazine targeting corporate America. I was a little surprised the publishers thought that goats would be a hot topic with their readers, but I suppose sustainable living is very up-market nowadays.
Before reading what the experts had to say, I thought I’d dust off those old, analytical skills and compile my own list. Here’s what I came up with:
Peg-o-leg’s Top Goat Selling Techniques
1) Establish your brand: You want your business to stand out. First, come up with a catchy name like The Nanny (Goat) Diaries, Ode to Billy Goat, Goat-to-Meeting, The Goatherd Round The World – you get the idea! You might send out scratch-and-sniff cards announcing your sale. When potential clients think of goats, you want them to think of you!
2) Set your price: Start with Ebay to get a general idea of market pricing. Then ask your friends – how much do they generally pay for goats? You want to sell your goats for at least as much as you paid for them, and preferably more. That generates what those of us in the business world call “profit”.
3) Select the right advertising venue: Sure, a hand written note tacked up on the bulletin board at the whole-foods co-op doesn’t cost much. But don’t overlook a full-color fashion ad in the Sunday Magazine section of the New York Times. It might be a better investment if it will reach more of your target market. You’ll want to do some research on this.
4) Don’t ignore social media: Facebook, Twitter, LinkdIn, etc. If you have just a few goats to sell (a herdette), it may not be worth your while to invest time and resources in these media. If, however, this is going to be a continuing revenue stream for you, then you must be online to be relevant. You can build rapport with potential clients by sending them fun and informative tweets “Hansel the #goat just butted me in the butt!@goatsrus”
5) Choose your customers: You may ask “Wouldn’t I want to sell to anyone willing to spend $$ on a goat?” Not if you want repeat customers. They are the lifeblood of any business! Ask potential clients probing questions – “Do you have some place to put a goat? Any zoning to worry about? Leash laws? How about your neighbors? Will they have issues with their laundry and UPS packages possibly being eaten?” A buyer living in a 400 square foot, 3rd floor walk-up in the Village is probably a disgruntled refund situation in the making. A successful business owner practically has to be able to predict the future!
I was feeling pretty confident with my analysis, and eager to see how it stacked up against the experts as I opened the magazine to read the article: “Top Goal Setting Techniques”.
“Top GoaL SeTTing Techniques.” Not “Top GoaT SeLLing Techniques.”
I guess that would make more sense.