Marketing & Sales Case Study – Plus Great Music

I walked down to the famous Salamanca Markets in Hobart to grab something to eat before the 1 pm Greek Wedding I had to attend on Saturday.

As I was walking out I saw a guy playing guitar – Cary Lewincamp is a brilliant guitarist and a guy Mel and I used to listen to when we were dating over 20 years ago – at the ‘Room at the Top’ for any old Hobart people reading this.

Anyway, I wandered up to Cary’s stall – he plays his guitar and sells his CDs. Cary was chatting with some people and telling them about his children.

7 Children – The Last 3 Are Triplets!

Once he finished chatting with them I introduced myself and said thanks for his beautiful music all those years ago. I asked about his children (he’d been showing the previous people a photo of his triplets).

Turns out Cary has 7 children – 2 girls and 5 boys (same as my family – I’m the youngest of 5 boys and have 2 sisters).

He asked me a few questions about where I was from and how I liked it where I am.

I purchased a CD and Cary thanked me, saying “Thanks – buying my music will put food on the table for those 7 kids.”

Cary’s a brilliant guitarist and a brilliant salesperson as well.

Here’s what Cary did/does……… in the nicest possible way:

1. Took a stall at Salamanca Markets – a huge market that sells a range of quality Tasmanian products. An excellent fit I’d imagine for his market. So he’s accessible to the sort of people who would buy his music.

2. He demonstrates his product – he sits there and plays his music. If you like it, you can buy it. Kind of like a taste test.

3. He engages his potential customer – that’s the people before me and me. He shows his family photos, talks with them, asks questions. What he does there is establishes a rapport – he’s a likable fellow and you’re much more likely to buy from someone you like.

4. Cary is a brand – he understands this as there is a consistency in all that he does from his music, to his presentation, to his interview style, to his web site, etc.

5. Says “Thanks” – Cary’s mention at the end that me buying his music direct will help feed his kids really resonates with me. As we all know, life can be tough. Saying thanks to your customers strengthens the relationship between you – makes it more real.

A nice model to follow.