It was a beautiful day in our area on Sunday so we decided to go for a drive. There’s an outlet mall about thirty minutes from us. So we stopped and shopped!
We like to combine work and play. While we were playing, we got a couple of ideas for post, including this one today.
Where are your customers from?
As we made a purchase, the clerk asked us for our phone number. She said, “We like to know where our customers are from.”
Isn’t that an important thing to know about your customers?
This is what the store we were at wanted to know. This may or may not be important to your business. It may be useful for targeting areas for your marketing.
Unlike large companies, small businesses can’t afford to invest a lot of money on building their brand. When we spend money as small business owners, we need to see a return in the short-term while also building our brand long-term.
So discover what marketing activity is driving people to your business. While this is an inexact science, you want to determine as closely as you can if the time and money you’re spending on various activities are paying off.
Consumers often segment the research and the purchase. They may do some research on you as a result of one marketing activity. Then they may respond to another one to make a purchase.
The first activity may be important to the process but doesn’t get the credit it deserves.
Prior to Bigg Success, my businesses relied on inbound telemarketing. In other words, our customers called us to schedule projects. Our Customer Service Reps might ask this question, “How did you hear about us?” Later in the process, we might also have them ask, “How did you get our phone number today?” We often got a different answer from the same caller!
Isn’t that amazing? You don’t want to annoy your customers with too many questions. You do want to get as much information as you can as a natural part of the conversation you’re having.
There are a number of factors that may be important to understand about your customers. What is their level of education? How much money do they make? What is their occupation?
Obviously, you may not directly ask them some of these questions. You may survey them anonymously.
This information helps you target your products and services better. It’s also highly likely that your future customers will be a lot like your current customers. So it helps you qualify prospects.
Where are your customers going?
It’s arguably more important to know this one. What are your customers trying to accomplish? What problems are they having trying to do that? How can you help them?
The type of business you have will dictate how you find this out. Let’s say you’re a retailer serving lots of customers with relatively small purchases. While they’re checking out, you may ask them if there was anything that they didn’t find.
You may want to keep a list of their requests. When you start seeing something over and over, you may want to add that item to your inventory.
For a consumer service business, the question is very similar. “Is there anything else that I can help you with today?”
We used a version of this in my service businesses and it was amazing the projects we would uncover. For instance, we often learned that they were considering a remodel from this simple question.
If your business serves other businesses, the best way to find this out is the hard way – talk with them! This is what we do. It takes a lot of legwork to keep in touch with your customers at this level. But it’s the best way to find opportunities.
Nobody likes to be sold. People like to buy.
Discover what your customers are trying to accomplish.
Uncover the problems they’re having getting there.
Then show them the solution you can provide and you’ll be a bigg success!
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Thanks so much for reading our post today. Please join us next time when we’ll celebrate a bigg milestone. Until then, here’s to your bigg success.
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(Image in today's post by LotusHead)