You have a value proposition, right?
Let me rephrase my first question. When a customer visits your website or drops by your company, what’s in it for them?
A value proposition can be as simple as “buy our widget today and immediately start saving time when compared to our competitor’s latest model.” If your customers value their time, and most people do, saving time is a valuable proposition to offer.
Your marketing must tell and show a constant delivery of value. The best way to determine that objective is based on listening and having meaningful engagements with your customers.
Learning more about your consumers pays off in many ways.
Usually the first objection I hear is “who has the time to speak to every customer?” It’s a good point but taking time to understand and learn more about your customers is a huge benefit for a small business.
When you first started a company or working in a small business you learned a lot about your customers. You had the time and probably talked to customers frequently to make sure your product or service was meeting their needs.
As the company grew you added more customers and to serve them efficiently, you added additional employees. In order to build an appropriate value proposition, get all the employees involved. Build a team from the employees who are closest to meeting with customers or serving your customer base.
Start writing everything you can think of why you like your products and services. Ask your employees the same question and get their answers in writing. If you have suppliers working with you, ask them and record their answers.
Never stop asking questions.
The answers you got probably included a few benefits, in which some you knew of and others you didn’t know. Next match these to your customer profiles and market segments. Work closely with your team of employees to get the best match-ups as possible.
Based on your collected data, work with your team to develop a list of questions where the answers best describe the customer’s view of value they get from your company, products and services.
Then start asking. Use a variety of channels (traditional and social media) to get answers and even offer something of value, such as free delivery or a contest, to get more responses. A good response is somewhere between 20 to 30% of your total contact list.
Look at all the answers and have your team members come up with their own assessments. Test a few of these ideas with customers and prospects to see if they offer any value.
Now you have a plan for the future.
You’ll have a better idea of what customers want. And, you’ll have a good value proposition to keep your customers buying. But don’t get complacent.
Keep your team intact, add new thinkers and keep asking questions and acting with answers. You may never have a line of people at your front door as long as Apple has when they introduce a new phone, but you’ll have happy customers who know a value when they see one.
Please share – it’s greatly appreciated.
Got any questions? Get an answer. 815-496-9900
Everything marketing starts and ends with your customers… cater to them, listen to them and react to them. The results will amaze you.
© 2013 by the Marketing Communications Group, Inc. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Solid Stock Art, Windows Clip Art, HubSpot or John Deuerling.