Here are a few key ingredients that will appeal to many customers’ taste buds.
People spend a lot of money each and every day on products and services. Would it be nice if they spent more of their hard earned cash at your company? Since you probably agree with the previous sentence, or unless you are selling the latest I-Phone, there are a gazillion reasons why not.
Since I’m not sure what number a gazillion is, let’s start with a simple number – one. Unfortunately that “one” represents all of your customers. Since every one of your customers is different, maybe your marketing messages are not up to the challenge to convert a browser to a customer.
Imagine being in a busy restaurant with every chair and table full and even a line of people waiting outside the front door to get in. Many of these people may know or not know what they are going to order to squelch their hunger. People are given a menu by a wait person to help with their decision making process.
As you look around the room, some people are drinking coffee, soda, milk or if it’s breakfast, maybe an orange juice. Then again, there are many items on the menu to meet the incredible needs of customers.
Why does your company need a customer menu?
There are many reasons why a customer chooses your product or service on any given day. Conversely, there are many reasons why customers have not selected your products and services.
People, who are successful with their marketing, have spent a lot of time learning as much as possible about their customers and their buying habits. These astute marketers segment their customers into different groups based on their tendencies to buy.
For example, the customer who came into the restaurant and did not need a menu knew what he or she wanted. Every company has customers who know what they want, but unfortunately this is a minority.
It’s a great opportunity to find people who know what they want, but what about people who are not sure? There are many reasons why people buy or don’t buy on any given day.
The key ingredient in your customers menu of buying decisions is…
A person familiar with direct marketing understands that people don’t buy things; they buy opportunities! Buying decisions are not made through reasoning and logic, but through the lens of wants, needs, interests, joys, fears, hopes, expectations, and regrets.
Customers buy opportunities — special deals, promotions, deferred billing, get-acquainted offers, long-term financing, and easy payment terms.
Beyond the basics of water, food, shelter, clothing, and warmth, virtually everything people buy is based on fulfilling an emotional desire. Once you touch people emotionally, reasoning and logic are used merely to confirm a buying decision.
If your marketing is going to appeal to your customers, you will need a Chef.
Assemble a marketing team of people that are in customer service, order takers, shipping, inside and outside sales people, and just about anyone else who responds to customers in some way.
Their main goal is to collect customer information during every encounter with a customer about their most recent purchase. Every employee in the team must share their collected information with other team members. If you need further ideas read my sample charts of easy segmentation, one and two.
Select a team leader, one who can use this information to build customer profiles. Each profile is like an ingredient within the menu. It’s the common characteristics which relate to all customers in a specific segment. Your team leader is the chef or the marketing maître’d of the company.
Learning more about your customers will give you the various menus you need to build revenue. Your marketing becomes more relevant to customer needs and that reinforces their buying decision. It’s one of those “WOW” factors all good marketers love to hear about. That’s one of the reasons you probably started, or joined your present company.
Thanks for reading and please share with others – except your competition! It is truly appreciated.
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.