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![]() Marketing Your Business in Changing Times, Part III
Most people know what they want when shopping for a sign. They have a general idea of what the sign should look like and what it should say. However, many sign professionals try to sell the customer what they think the customer wants. This approach tends to only confuse and frustrate the customer and sometimes even drive them to your competition.
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We must pay attention to what the customer is telling us if we want to keep them for a long time. There are three essential steps to aligning your products and services to the needs of a potential customer. They are: Listening, Validating and Servicing.
Listening Most marketing strategists agree that people buy benefits, not features. In other words, customers are more concerned about how a purchase affects their lives than about how the company achieves those results. No matter how wonderful you think your new improved business process is, your marketing message should concentrate on the real benefits customers receive. Listen to see if what your customers are telling you is what you are hearing. If it is a face-to-face meeting, listen with your whole face and let them know that you are hearing them. They are probably telling you that they want to be treated a certain way and not just that they want your product. Find out what they are saying.
Validating 1. ) How does the product or service meet customers' concrete needs? Does it do the specific thing they need done right now? 2.) How will the purchase affect their overall financial situation, not just the price of the product or service, but other savings and increased productivity? 3.) How convenient is it to purchase and use the product or service? How will they gain more time and less worry in other aspects of their lives? 4.) How does the product or service make customers feel about themselves, and how does it affect and relate to their self-image? Do they like and respect the salesperson and the company? 5.) How will they deal with the product or service and company over time? Will support and service be available? How will the product or service affect their lives in the coming years, and will they have an increased sense of security about the future?
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Customers, of course, want benefits in all these areas, so be aware of how your product or service fulfills the entire range of their needs. But remember, business, like life, has trade-offs, and you're not going to be able to do everything. So figure out in which of these areas your product or service excels -- and which most motivates your customers -- and concentrate on those. Validate that these are important to your customer.
Servicing The best way to be sure that your servicing is going be up to par is to treat all of your customers (and employees, business associates, vendors, etc., but that is another article) with the utmost respect. Return phone calls, deliver when you say you will, always keep you word, and always give the customer a red carpet treatment. Strive to make them feel special and give more than you think you should. Don’t give away your products and services for free, but give them your time and go out of your way to set them up with other services outside of your line of work. Use the referral system we discussed in Part I of this series. Some final suggestions that you can include in your marketing strategy to get the most for your money:
Professional organizations
Sponsorships
Business cards and brochures Think of your marketing materials as salespeople, and invest in them accordingly. (You wouldn't have an incompetent, poorly groomed salesperson representing you, would you?)
Direct mail advertisements There are several vehicles out there to help you with your direct mail campaign. One is to locate an advertising company that produces an advertising booklet with vendors from other industries in it. The cost is less because you are sharing either the page or at least the booklet with other businesses. These are sent out to homes and businesses and the advertising company should be able to give you some demographics to help in your decision. Another good option for direct mail campaigns is to utilize an email rental list. There are several companies who offer this service and it is another great way to get your ad in front of the eyes of a target audience. The recipient will be able to open their mail and see your full-page color ad. A good qualified list will have recipients who have chosen to receive information such as your ad so you can be assured you will not get placed in the trash file so quickly. Well, you are now armed with some good information, ideas and suggestions for marketing your business in these changing times. Stay flexible and remember that when times change, your business will have to adapt accordingly. Don’t fear the change, but embrace it.
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