Make Ready for the Mavens

Yet another fantastic day in the development of Parmasters Waterloo Region! While I hate to sound repetitive, momentum is really starting to build. My network of contacts is growing quickly, and in some very promising directions. New possibilities for the location or site continue to come to the fore. We’re making progress on many fronts.

As you might imagine, I keep a notebook on my nightstand, and nearby at all times. Well, throughout the day my “notebook” is actually my BlackBerry. Ideas come at me constantly. Some of these ideas will play a role within some/all of our Parmasters Centers. Others will not stand the test of closer scrutiny. Either way, these two simple tools help me quickly capture ideas.

One such “idea” came from one of the books I finished over the weekend, Malcolm Gladwell’s The Tipping Point. I’m sure many of you have read it. If not, do so.

Gladwell writes about the Law of the Few, including Mavens, Connectors, and Salesmen. (There’s much more to the book than this groundbreaking concept.)

Mavens are product/category experts. They crave new information about products in specific categories, whether it be dish soap, automobiles, golf equipment or retirement homes. You name it, and there exist Mavens that study it.

Connectors are relationship and networking experts. They build personal relationships with an above average number of people. They’re well connected. And their relationships are strong.

Salesmen spend time convincing others to pursue a given course of action, or to buy, or not buy, a given product, etc. They are influencers.

People turn to Mavens for product information. They’re experts.

Connectors help spread the word.

Salesmen overtly spread product information. If they believe a product delivers value, they’ll go out of their way to urge you to try it.

Gladwell gives the example of the launch of Lexus in the United States. Shortly after the launch they identified two minor problems – requiring a recall – with their LS400 line. This was a potential disaster. They launched in the market, positioning themselves as the new quality leader.

Lexus quickly realized that this recall was actually an opportunity in disguise. They had only sold a few thousand cars. And who had purchased these new models from this new brand? Mavens! A perfect audience.

Lexus set about to conduct the most perfect product recall ever attempted. All vehicles were washed as part of the recall. Gladwell lists many ways in which Lexus did everything it could to impress the Mavens.

Some might argue that Lexus went overboard with the service that they provided, but they never looked at the exercise as a cost of doing business. They saw it as a marketing initiative, an investment in their brand. As a result of this foresight, the “recall” was a massive success!

Prior to opening Parmasters Waterloo Region, we will sell a target of 750 memberships. We call this “pre-selling.” Who will buy these memberships? Mavens!