Creating CustomersWritten by Kevin M. Stirtz
A pretty smart guy reminded me recently of reason we're in business. He said it's to "create customers."I thought about that and decided I had to agree. Our businesses exist for a reason. I use to think reason was to make widgets (insert your product or service here). But our customer needs to come first because a warehouse full of widgets does not a business make. However, add a line of several hundred people at that warehouse with money in hand eager to buy those widgets, now you have a business! So, to really make your business work, put your customer first. Create them by first discovering who they are and then by giving them what they want. I'm no more skilled at this than anyone but since I run a small business I have found best way to do this is to simply ask questions. Have conversations with your customers (past, present and future). Ask them why they do business with you or your competition. Find out what they really want from companies like yours. Learn what causes them pain and pleasure. Be truly interested in them.
| | It's All About AwarenessWritten by Kevin M. Stirtz
A couple weeks ago I had a conversation with a guy who runs an auto service business. Their company has a good name in town and I believe they do a pretty good business. He hit nail squarely on head as we were discussing local advertising.His observation was that he really wasn't sure which of their ads were bringing in most customers. And like many small business owners he felt they spent too much on advertising for what they got in return (at least for what return they could track). But, he said they keep advertising because they understand need to keep their name out in front of local people who would need their services. They understand need to build their brand in their community. "It's all about awareness" he said.
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