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Are You Fishing for Customers in the Wrong Hole?

“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)!

Related posts

There’s Gold In Them There … Customers!

Marketing With A Cause

(Image by runrunrun)

The Billionaire and the Batboy: What Warren Buffett Learned from Eddie Bennett

Warren Buffett, the great investor who is the chairman of Berkshire Hathaway and now the richest person in the world according to Forbes, told a story about a batboy in Berkshire Hathaway’s 2002 annual report.

The batboy was Eddie Bennett, who was 19 years old in 1919. He began his career with the Chicago White Sox, who went to the World Series that year.

The next year, Eddie moved to the Brooklyn Dodgers. He had the Midas touch. They also won their league title that year. Two in a row for Eddie.

But once again, Eddie saw a better opportunity. So he joined the Yankees in 1921. They won their first pennant ever. Eddie knew he was in the right place so he stayed put. The Yankees won five American League titles in the next seven seasons. 

What did this mean to Eddie? He made as much during the World Series as he made all year. So by choosing the right team with whom to associate, he doubled his income.

And he became perhaps the best known batboy in baseball history.

5 lessons Eddie Bennett teaches us

#1 – Sometimes it pays to switch teams.
If you’re with a team that doesn’t look like a bigg winner, and you see a better one, then go for it!

#2 – Don’t have a scarcity mentality.

People who think like this can’t work with others because they don’t think there’s enough to share. Eddie shows us that we may actually make more money BY working with others than we could on our own.

#3 – You don’t have to be the star to be a star.

Eddie became famous in his own right. He’s written about just like Babe Ruth and Lou Gehrig. In fact, he’s the first of that great trio that we’ve blogged about!

#4 – Every job is important.

A supporting role is just as important as the starring role. Eddie knew his place and the importance of what he did. He knew that if he did a good job in his role, other people would thrive in theirs. And he would reap the benefits along with them!

#5 – He had a passion for what he did.
The fans knew it and the players knew it. They respected him for the role that he played. It’s reported that Eddie and Babe Ruth became good friends because they were both at the top of their game.

What Warren Buffett learned from Eddie

In the annual report we referenced earlier, Warren Buffett describes himself as the batboy for Berkshire Hathaway. He turns the heavy-hitting over to the leaders of the businesses in which he invests. He plays a supporting role so they can step up to the plate and hit home runs.

It’s a lesson in management and leadership – give your people the tools they need when they need them and watch them succeed bigg!
 

Speaking of giving your people tools, share Bigg Success with them.
Just click on “Share This” below to E-mail, Digg, Stumble, Mixx and more

We thought it only fitting for our bigg quote today to come from Warren Buffett.

“To be a winner, work with winners.”

Otherwise, you risk striking out!

Next time, we’ll discuss tips for spotting your bigg opportunity. Until then, here’s to your bigg success!

Related posts

“Leadership is Action, Not Position”

90-Year Old Finishes Career On A Super High

Climbing The Stairway To Success 

(Image by kelp,CC 2.0)

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