Customers The Key To Successful Marketing

Customers The Key To Successful Marketing



Customers: the​ Key to​ Successful Marketing
How well do you​ know your customers?
What is​ the​ primary reason your customers or​ clients come to​ you? Or purchase your product or​ service? What is​ the​ Number One problem you​ solve for them? Do you​ know? Are you​ certain? If you​ don't,​ your marketing could be missing the​ mark,​ and you​ could be missing out on​ sales.
Uncovering Your Key Selling Point
This is​ the​ Single Marketing Message that is​ the​ central message in​ all of​ your communications about your business,​ product or​ service .​
It can be difficult for small business owners to​ determine what their single marketing message should be .​
Why? Because they are too close to​ their business .​
And,​ because they are viewing their business from their side of​ the​ desk.
Keeping your marketing customer-focused can be a​ challenge
Even if​ we know we should be looking at​ our business from our customers' perspective,​ it's often easier said than done .​
As a​ result,​ it​ is​ easy to​ get caught up in​ all the​ amazing features of​ our product or​ service and the​ reasons we THINK our clients are attracted or​ are buying.
But sometimes our vantage point is​ clouded by our own perceptions and beliefs .​
And those perceptions and beliefs may be inaccurate .​
So how do you​ pinpoint the​ real reason customers are attracted to​ your product or​ service and the​ true reasons they are choosing to​ buy?
There is​ an​ easy way to​ stay on​ track
Very simply,​ you​ ASK THEM! Okay,​ I​ know it​ seems obvious,​ but you'd be surprised how often we don't think of​ the​ obvious.
Your prospects and customers (and yes,​ even your rejecters — those who visit but don't buy) can provide great insights about the​ benefits they value most in​ your product or​ service and why they chose to​ buy.
Whether you​ have a​ lot of​ customers or​ only a​ few
You don't have to​ have a​ large customer or​ prospect base to​ do some research to​ see if​ you​ are on​ track .​
Even if​ you​ only have a​ handful of​ clients or​ customers,​ contact them and ask them what they like most about your product or​ service.
Talk to​ your Clients or​ Customers
(1) What is​ the​ one thing that got them to​ purchase?
(2) Have you​ delivered on​ that promise?
(3) What do they like least about your product or​ service?
(4) How could you​ improve your product or​ service?
(5) What else (in your business category) do they have a​ need for?
(6) How else could you​ help them be successful,​ be happier,​ or​ solve whatever problem your product or​ service solves for them?
Talk to​ your Rejecters
If you​ choose to​ survey rejecters (which I​ have done very successfully for years for one of​ my clients) find out why they DIDN'T buy.
(1) Ask them what product or​ service they bought instead of​ yours? And why?
(2) Ask them what that competing product or​ service offered that yours did not?
(3) Ask if​ there is​ anything you​ could do to​ get their business in​ the​ future? Product or​ service changes,​ additions,​ deletions?
Talk to​ your Prospects
Do you​ have a​ list of​ prospects — those who have expressed an​ interest in​ your product or​ service but have not yet purchased? Perhaps they have subscribed to​ your newsletter or​ ezine.
(1) Ask them for feedback on​ your newsletter or​ ezine content.
(2) What topics are they interested in​ learning more about?
(3) How can you​ help them to​ be more successful,​ happier,​ etc?
(4) Find out what they want and who they are
And in​ all three cases — Clients/Customers,​ Rejecters,​ and Prospects — if​ it​ seems appropriate,​ ask for a​ little information about who they are .​
Age,​ gender,​ profession,​ where they live,​ how much they typically spend in​ your product or​ service category.
This will help you​ get a​ better understanding of​ your target audience and you'll know if​ you're attracting the​ kind of​ people you​ thought would be interested in​ your product or​ service .​
And if​ you​ need to​ change your marketing strategy to​ reach a​ different audience,​ or​ to​ perhaps change your target audience.
It will help you​ better serve them
The more you​ can learn about your prospects and customers the​ better you​ can serve them .​
And the​ more effectively you​ can market to​ them.
You may be in​ for a​ surprise
I've had clients tell me they thought they knew why people were buying from them until they asked .​
And what they heard surprised and shocked them.
Very often what you​ hear can help you​ zero-in on​ a​ Unique Selling Proposition that you​ never thought of .​
And because it​ came from the​ mouths of​ your customers you​ know it​ is​ compelling and effective.
Don't change everything based on​ a​ few opinions
My only caution is​ if​ you​ only have a​ handful of​ customers or​ prospects to​ survey,​ don't make any major changes or​ decisions until you​ are able to​ validate your findings among a​ larger group of​ people.
Or at​ least test any changes you​ do make before making a​ final decision to​ overhaul your entire business or​ marketing plan .​
Common sense is​ the​ rule here .​
Just use your own good judgment and don't over-react to​ comments made by only a​ handful of​ people.
You can ask in​ a​ number or​ ways - Choose what works for you
There are any number of​ ways to​ collect research from your prospects and customers .​
You can telephone them,​ email them,​ mail them a​ written questionnaire,​ or​ you​ can meet with them in​ a​ group (called a​ focus group) to​ collect their opinions.
You can be as​ formal or​ informal as​ you​ feel comfortable .​
Typically the​ larger number of​ clients you​ survey,​ the​ more formal the​ survey .​
If you​ have only a​ handful of​ people to​ talk to,​ simply pick up the​ phone and call them.
Don't be afraid to​ ASK
Don't be afraid to​ ask for opinions on​ your products or​ services or​ how you​ can serve your clients better .​
What you​ find out could be extremely valuable in​ helping you​ to​ build and grow your business.
Don't forget to​ say thank you
You will also want to​ consider offering an​ incentive to​ encourage your prospects and clients to​ participate or​ respond .​
a​ bonus,​ such as​ a​ special report,​ or​ a​ discount on​ a​ future purchase is​ a​ nice way to​ show your appreciation for them taking the​ time to​ respond to​ your survey.
(C) 2018 Debbie LaChusa




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