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) 2005 Debbie LaChusa

20-year marketing veteran Debbie LaChusa created The 10stepmarketing System to help small business owners successfully market their business, themselves without spending a fortune on marketing. To learn more about this simple, step-by-step program and to sign up for her FREE audio class and FREE weekly ezine featuring how-to articles, tips and advice, visit http://www.10stepmarketing.com

---

Did Jesus Get Killed for Practicing Interruption Marketing?

I'm reading Seth Godin's Permission Marketing and he brings up... Read More

Practical Advice to Generate Successful Campaigns Using Merged Lists

You could end up with poor results when designing a... Read More

Loan Officer Marketing ? How to Target the Right Agents

Once there was a loan officer, who marketed his services... Read More

Baby Boomers - Marketing to the Me Generation

Unless you've been in a dimly lit cavern for the... Read More

Marketing Smarter To Earn More

An accountant once told me that he never met anyone... Read More

The Importance of Interpersonal Communcation Skills

Interpersonal Communications is the transmission of information from one person... Read More

Defining Moment

Do you know your audiences? I mean really know... Read More

Lessons From a Six Year Old

My 6 year old daughter Emily knows exactly what she... Read More

How Well Do You Know Your Prospects? Find Out With This 10-Point Quiz

It's crucial to know your prospects if you want to... Read More

Create Free Internet Buzz with Your Workforce

There are many different ways to increase your traffic on... Read More

Who are Those People Youre Selling To?

If you're in the IT business, that's an important question.Most... Read More

Is Your Marketing Working...

That is the question, you should be asking yourself. Many... Read More

Freebie Seekers? Turn Them Into Clients and Referrers - or Turn them Far, Far Away

Many service business owners these days are "giving away" their... Read More

How to Connect Features and Values

"Buy this magazine or we'll shoot the dog," went a... Read More

Determining Visitor Types

The trade show floor is full of different types of... Read More

Keeping Marketing Simple / Ten Simple Steps

1. Business CardsIt is very important to market yourself via... Read More

Advertising Your Private Practice: Beware of the Problems-Part 1

One of the biggest mistakes coaches, counselors and other healing... Read More

The Importance of Business Marketing

Business marketing is one of the most important parts that... Read More

These Four Things Will Make Your Direct Marketing Successful

Direct marketing is built on four things. The other way... Read More

The Power of Thank You

Sometimes we loose site of the small things in life... Read More

Matrix Web Sites - Scam or NOT?

While I am not talking about the movie "Matrix", you... Read More

25 Ways To Get More Business

Special Requirements for Reprint: we ask only that... Read More

Top Five Tips for Marketing that Gets Results

When marketing your practice, as well as designing your brochure,... Read More

More Marketing Dope

Direct marketing can make you very successful, but you've got... Read More

Thinking About More Business

What does an old Russian joke have... Read More

Boost Your Business With Testimonials

When used correctly, testimonials can boost your response dramatically. They... Read More

CRM: Strategic Engine or Just Another Tool?

CRM?strategic engine or just another technology tool? How would you... Read More

Maximum Marketing - Minimum Budget

Two years ago I started my small Virtual Assistant business... Read More

Marketing Effectively to More Than One Audience

What's a small business owner to do if they have... Read More

Using a Marketing Calendar Template

Owning a small business isn't easy, especially if you are... Read More

5 Tips to Help You Identify WHO To Market To

If you have your own small business, it's important to... Read More

CRM System: Give Meaning to Your Data

A customer relationship system (CRM) system uses technologically-driven strategies to... Read More

Alarming Marketing Trend

One key discipline of successful direct marketing has been to... Read More