“If you want to catch a trout, don’t fish in a herring barrel.” - Ann Landers
George said he’s been fishing at times when he would have been happy to catch any fish at all. He’s even had times when his friend a few feet away was catching all kinds of fish.
So he found out what his friend was using – what bait or lure – and changed his, but he still didn’t catch any fish. He concluded he was fishing in the wrong hole.
Fishing for business
Sometimes we experience the same thing when we’re fishing for business. We’re putting our line out but we don’t get any bites.
It may be that the customers aren’t where we’re fishing – they’re in another hole!
For example, maybe your customers are primarily shopping for your product or service online and you’re only marketing offline or vice versa.
People don’t use the internet for that
George remembers having a debate with one of his business managers. This happened to be a plumbing business. They were discussing how to allocate advertising dollars between various media. George thought they needed a bigger online presence. His manager insisted that customers wouldn’t go online if they had a plumbing emergency.
After surveying calls that came in, the manager reported back to George that an overwhelming majority of the people who had called with a plumbing emergency during that time period had found them via the internet.
Sometimes we think we know where our customers are, but our perceptions are clouded by our own biases. Fortunately, there’s a way to find out for sure.
Today’s bigg action item – survey your customers.
Find out how they learn about new things. The odds are your future customers are probably a lot like your current customers.
How one car dealer did it
One example of this is a car dealer. He had the employee who pulled the customer’s car into the service bay record what radio station was playing. He analyzed this information to determine which radio stations to use.
Is there some way in your business to naturally find out what media your customers use? If there is, develop a system to track the information so you know in which hole to cast your line.
Work with your direct mail supplier
Here’s another example from George’s service businesses. His mailing service was able to take his customer lists and ping the national databases to see where their existing customers fit in. Then they had a good profile of the people to target with future advertising – target people who are similar to your existing customers.
Survey them directly
You may just have a survey form that your customers fill out. Offer them some incentive to take the time to complete your survey. It may be a product or service you offer that’s relatively inexpensive …
… or cut a deal with another merchant – maybe even work a trade – to offer an incentive to your customers (e.g. movies, dessert, or gas)!
(Image by runrunrun)