Wooing customers is a little bit like dating. No, you can't present the engagement ring on your first date! There's a two-way relationship that grows one step at a time before it leads to the church doors. You can't rush it... you can't skip it... if you're looking for the satisfaction of a life-long commitment.
Getting to know your date, or getting to know
your customer takes a little time and effort.
The personality, likes and dislikes of each date are different, but
customers share some commonalities that you, the marketer, can grab onto. Give them what they want, and they'll become
the loyal, life-time customers that make your business prosper.
- Forget About
Selling... Put The Emphasis On Buying
People like to think that all of their buying
decisions were reached due to their own great ideas and skillful shopping. Hey, no one is fond of a pushy salesman. A salesman who "HELPS" them
discover the best buy for their buck on the other hand, is a hero.
Really, when a person walks into your place of
business, they are most likely thinking of making a purchase before they get
there. You don't have to persuade them
to buy. You can take it easy, and simply
help them decide what the best purchase is.
Keep your focus on the customer and his
needs. Think... what benefits would he
be most interested in? What is the price
range he can afford? Basically, keep in
mind that you are there to serve his needs, not persuade him. Ah, the pressure's off!
- Make
Purchasing A "Sure Bet"
Buying is a "risky" business. The higher the price tag reads, the higher
the risks are! Yep, a customer is just
looking for a product that satisfies the needs he purchased it for. The question they ask themselves is...
"Is it worth it?"
Hey, it's a legitimate question. The world is full of scams where you spend
your hard earned cash and end up with trash that doesn't last and that you
can't get serviced. A few tough lessons
leave customers wary about off-the-cuff purchases. They want something they can trust.
A money back guarantee alleviates a great
amount of concern in the mind of the consumer.
There's peace in knowing that if the product doesn't live up to its
claims, they aren't stuck footing the bill for a piece of junk.
Customer testimonials also clearly tell
"would be" buyers that you really do deliver customer
satisfaction. No one can say it better
than a satisfied customer, but don't carelessly use testimonials. You need a method to your madness. Pick clear and specific testimonials to use,
and include as much about the customer as you possibly can to lend credence to
his testimony.
- Let Them
Know That It's An Easy Process
Simplicity... ah, it makes life so much
easier. Yeah, your harried customers are
busy and tired. They don't want to mess
around. Most of the time, they just want
to make the purchase and head home.
Convenience stores testify to the fact that quick and easy often
overrides a better price!
Make the buying process as simple as you
possibly can. Remember that not everyone
prefers the same method. The more
options you have available, the more customers you will please.
When you're planning your marketing campaign,
don't forget to point out the quick, fast, and easy benefits of your
product. Remember that value isn't
everything. It's pretty easy to charm your customers when you know what they
like! Keep these 3 tactics in mind as
you go about the daunting task of growing your business and expanding your
customer list... and watch your profits go through the roof.
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