Business People Club

Customers: The Key To Successful Marketing

0 like 0 dislike
1,319 views
in Articles by GiftedWrecker
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) 2005 Debbie LaChusa

Your comment

Your name to display :
Privacy: Your email address will only be used for sending these notifications.
Anti-spam verification:
To avoid this verification in future, please log in or register.

Related posts

0 like 0 dislike
0 comments 290 views
Key Employees can and will leave your Business, are you prepared?

Very few businesses can claim to be prepared for the loss of key employees. Quite often it is an unexpected and unplanned for ... of the problems that occur when key employees leave your business.

image
in Articles by nicejone
0 like 0 dislike
0 comments 1,288 views
Why Marketing and Advertising are Key to Home-Based Business Success

If you are looking for a way to earn extra income or even quit your job and work part-time to bring in a full-time income, ... product and the opportunity. In doing so, you'll always come out ahead.

in Articles by TrustyKitty
0 like 0 dislike
0 comments 333 views
10 Tips for a Successful Entrepreneurial Pitch

One of the hardest presentations to make is the entrepreneurial pitch. You have a great idea for a business and you want someone ... and keep improving your pitch and eventually you may get funded.

image
in Articles by PerfumedNecromancer
0 like 0 dislike
0 comments 227 views
Business Tools to Help You Run a Successful Business

When setting up a business, even the best prepared among us will struggle to do everything and remember everything. It is very unlikely ... to get the right tools will pay off time and time again.

in Articles by VirtualAssassin
0 like 0 dislike
0 comments 302 views
5 Ways to Have a Sound Postcard Marketing

Postcards, if used wisely, can be a great marketing tool. It can transmit your business' information by just hand transfer. It is ... Use them to keep the customers and making them return for more!

image
in Articles by BouncyOracle
0 like 0 dislike
0 comments 229 views
5 Proven Strategies for Internet and Network Marketing Success

There are many opportunities in network marketing to help you reach your life goals. You can work from home and enjoy a ... of the promotion methods above for the Internet and network marketing!

in Articles by PositiveVoid
0 like 0 dislike
0 comments 241 views
Top Internet Marketing Blunders and How to Avoid Them

Internet marketing can be a tricky business if you do not know what you are doing. That is one reason that so many marketing beginners ... and have a link to your e-mail address on the home page.

in Articles by GraveGrass
0 like 0 dislike
0 comments 1,000 views
3 Free Website Marketing Ideas - Easy And Quick

Online marketing is not cheap. You can spend thousands of dollars on Pay Per Click (Google Adwords) and thousands of site-targetted ... t have to spend any of your hard earned money on marketing!

in Articles by BumblingBee
0 like 0 dislike
0 comments 281 views
Affiliate Marketing - Pay Per Click Marketing For Instant Success

Pay Per Click Marketing is an affiliate marketing skill practiced only by successful affiliate marketers. The reason for this is that most ... Yahoo, or MSN. All the best to your internet business,

image
in Articles by HistoryGuy
0 like 0 dislike
0 comments 938 views
0 like 0 dislike
0 comments 210 views
Angry customers - what can we do with them

"You are the worst company I have bought from!" - writes the client. Oops, bossss! What should I write back? It is very ... do business with you again if you resolve the complaint in their favor.

in Articles by SilkPredator
0 like 0 dislike
0 comments 238 views
Why Educated Consumers are Better Customers

Educated Consumers Not too long ago, a colleague asked me why we invest so heavily in consumer education. We have made a ... customers. Permissions: Permissions and notification of use not required.

in Articles by PerfumedNecromancer
0 like 0 dislike
1 Comment 354 views
Branding- How to Create A Name Your Customers Trust?

Branding- How to Create A Name Your Customers Trust?

in Articles by ForceSoldier
0 like 0 dislike
0 comments 298 views
How to Grab Customers' Attention With Advertising Balloons?

Let's face it: most small- and medium-sized companies don't have huge advertising budgets. Traditional media, such as ... your business from the relatively small investment of an advertising balloon!

in Articles by HairyFoal
0 like 0 dislike
1 Comment 297 views
0 like 0 dislike
0 comments 1,008 views
Discover The Ultimate eCommerce Solution For Successful Online Trading

Discover The Ultimate eCommerce Solution For Successful Online Trading So what is it the complete solution to all of your ... the traffic volume enhancement systems and the sales measuring systems.

in Articles by Mosquiche
0 like 0 dislike
0 comments 312 views
The Makings Of A Successful Selling Proposition

The secret of a successful online marketing or online transaction lies on a good reasonable price. The reason why most business owners do ... target for a "live by the moment" attitude of the buyer.

in Articles by GreedyPig
0 like 0 dislike
0 comments 234 views
3 Elements That Make Your Ad Successful

When was the last time you bought a car? Did you really NEED a car? I mean REALLY need a car? Chances are the one you ... from the purchase, and not on the features of the product or service.

in Articles by DreamBaby
0 like 0 dislike
0 comments 227 views
Promotional Items As Keys To A Successful Business

Advertise your business through promotional items to boost your profits. Learn how to create and fully utilize your promotional ... the wonders of promotional items in advertising and marketing.

in Articles by CharmingChamp
0 like 0 dislike
0 comments 637 views
A Right Media Mix Can Make the Difference

Branding is no longer simply about visual appeal (or the cherry in the apple pie example, as given in my earlier ... compare, select and confirm purchases, connecting brands and their experiences.

in Articles by VirtualAssassin
0 like 0 dislike
0 comments 470 views
10 Ways To Ensure Your Flyer Avoids The Bin

Flyers are an excellent marketing tool to promote a club night or event. They are commonly used for student promotions throughout the country. You ... wonders. 10. Er, try not to stand near a bin.

image
in Articles by BeautifulWolf
0 like 0 dislike
0 comments 396 views
The Benefits of Classified Ads Web Sites

The modern world is in a continuous movement and people everywhere are looking for quick, safe means of accessing accurate information. ... site and you will definitely find what you are looking for!

in Articles by GraveGrass
0 like 0 dislike
0 comments 299 views
How To Effectively Market With Video On The Web

Online video publishing has indeed taken the Internet by storm in recent years, making the use of video for marketing, promotion ... video communication through video publishing & sharing on the web.

in Articles by HairyFoal
0 like 0 dislike
0 comments 324 views
99 High Paying Keywords: The Secret Is Out!

Incorporating high paying keywords into your site is critical to maximizing your income. Who has the time to figure it all out? ... these key words and reap results higher than they ever expected.

in Articles by Richard S.
0 like 0 dislike
0 comments 1,677 views
RSS Feeds - The Basics For Everyday People

Undoubtedly, you have visited various websites as you search the Internet for information, and you see icons or read messages that invite ... a means to get fresh updated content for your site too.

in Articles by Amigod
0 like 0 dislike
0 comments 1,506 views
Free Advertising Tips - How to Write Ads that Sell

If you are interested in free advertising you are not alone. The fact of the matter is that more and more people are diving ... a bit of practice you will be creating free advertisements that convert!

image
in Articles by Knighttime
0 like 0 dislike
0 comments 516 views
Additional phone lines allows for greater customer-service success

With the complexity of one's business comes the stress of an effective phone system. With multiple customer service representatives ... company, I have continuously been satisfied with my decision.

in Articles by Amigod
0 like 0 dislike
0 comments 475 views
Build a strong business with strong customer relationships

Most businesses spent time attracting customers to a product or service, trying to win their trust and then ending the whole process with ... with them. If you neglect them, they will go elsewhere.

image
in Articles by Cybora
0 like 0 dislike
0 comments 497 views
How To Advertise And Build Brand-Name For A Product Online

According to the research of authors Al Ries & Laura Ries, there are 22 immutable laws of branding to build a product into world- ... don't you try to speech-up your business by online advertising?

image
in Articles by HuggingDuck
0 like 0 dislike
0 comments 384 views
Business Cards : Does Your Business Information Stick?

Everybody that has ever been to a meeting, can recall the all familiar "passing" of the business cards. This powerfull marketing ... on content, but how you plan to present this vital information.

image
in Articles by Camella
0 like 0 dislike
0 comments 1,668 views
7 Questions Consumers Ask Before Buying Your Product

1. What's the deal? Customers want to know what they are getting into before they open up their wallet. One of the best ways to ... , they'll just forget it... and you can kiss your profit goodbye.

image
in Articles by Hawkward
0 like 0 dislike
0 comments 268 views
4 Inexpensive Ways To Turn That Old Booth Into a Sparkling Oasis

Is your trade show booth beginning to show its age? Have people seen your booth so many times that you've gone way past ... them now to automatically update the look of your trade show booth.

in Articles by CheeryGrin
0 like 0 dislike
0 comments 334 views
12 Steps To Success In Creating Life-Changing Income

1. Step Discover The Quick & Easy Way To Make Your Websites Look Even More Professional, Without Spending One Cent On New Software ... successful internet business. You Too Can Make A Living Online!

image
in Articles by TrainedGuy
0 like 0 dislike
0 comments 272 views
3 Must-See Keys For Expanding Your Business

1. Team Up No one knows your market like you! What are the main characteristics of your target audience? Find someone ... teaming up for joint promotions, and discovering new markets to reach.

image
in Articles by MammothMoth
0 like 0 dislike
0 comments 292 views
10 Quick Tips For Creating A profitable List

Building and maintaining a high quality list of subscribers is vital to any marketers success. Let's go over some of the most important ... do well working on the Web and building your opt-in list.

image
in Articles by Conjursa
0 like 0 dislike
0 comments 287 views
10 Things That Lead to One Great Meeting

Here are ten things that you can do to make your meetings more effective. 1) Avoid meetings. Test the importance ... while you ensure equitable participation and systematic progress toward results.

image
in Articles by KeyboardPie
0 like 0 dislike
0 comments 254 views
4 Reasons Why You Need Testimonials to Sell More

The other day I was writing a sales brochure for a West Coast manufacturer. As I got to what I'll call the proof section of ... , the door to repeat sales swings wide open. (c) 2005 Neil Sagebiel

image
in Articles by HarmlessRose
0 like 0 dislike
0 comments 1,409 views
10 Incredible Ways To Sell Your Products Now

1. Make your reader visualize they have already bought your product in your ad. Tell them what results they have gotten and how ... and gain your readers trust to buy your products or services.

image
in Articles by Richard S.
0 like 0 dislike
0 comments 349 views
5 Great Ways to Reach Your Target Market

There are many ways to reach out and find the people you are trying to attract for your business. Here are just a handful of ways ... use to find the content in your blog and draw others to it.

image
in Articles by GardenParrot
0 like 0 dislike
0 comments 299 views
7 Ways To Advertise Your Business For Free

. Free directories: directories are perfect for customers that are searching for a particular topic. What's great about them is ... for a recipe swapping group when you are advertising shaving cream.

image
in Articles by ShowDolphin
0 like 0 dislike
0 comments 215 views
7 tips in creating publicity for corporate events

Organizing corporate events can be exciting and interesting but simultaneously stressful and nerve-racking. This is especially true when ... up presenting an event that falls short of expectations.

image
in Articles by GrizzlyFlash
0 like 0 dislike
0 comments 339 views
66 Ways To Promote Your product or Services

Some guru sells his program because he has 60 ways of marketing. One Dentist was asked about his marketing he said he had 100 ways and ... . It will be at least 2 pages with a lot of information.

image
in Articles by PositiveVoid
0 like 0 dislike
0 comments 285 views
20 Ways To Convert Visitors Into Subscribers

1. You could offer your visitors a discount on all the products you sell if they subscribe to your free e-zine. 2. You could ... subscription to your free e-zine is only available for a limited time.

image
in Articles by Sumogre
0 like 0 dislike
0 comments 361 views
20 Power Marketing™ Tips

Use these powerful yet simple tips from the national best-seller, "Secrets of Power Marketing: Promote Brand You" - the first ... group. Volunteer for your association, charity or community group.

in Articles by Herogue
Connect with us:
...