How well do you know your customers?What is
primary reason your customers or clients come to you? Or purchase your product or service? What is Number One problem you solve for them? Do you know? Are you certain? If you don't, your marketing could be missing mark, and you could be missing out on sales.
Uncovering Your "Key Selling Point"
This is Single Marketing Message that is central message in all of your communications about your business, product or service. It can be difficult for small business owners to determine what their single marketing message should be. Why? Because they are too close to their business. And, because they are viewing their business from their side of desk.
Keeping your marketing customer-focused can be a challenge
Even if we know we should be looking at our business from our customers' perspective, it's often easier said than done. As a result, it is easy to get caught up in all amazing features of our product or service and reasons we THINK our clients are attracted or are buying.
But sometimes our vantage point is clouded by our own perceptions and beliefs. And those perceptions and beliefs may be inaccurate. So how do you pinpoint real reason customers are attracted to your product or service and true reasons they are choosing to buy?
There is an easy way to stay on track
Very simply, YOU ASK THEM! Okay, I know it seems obvious, but you'd be surprised how often we don't think of obvious.
Your prospects and customers (and yes, even your rejecters — those who visit but don't buy) can provide great insights about benefits they value most in your product or service and why they chose to buy.
Whether you have a lot of customers or only a few
You don't have to have a large customer or prospect base to do some research to see if you are on track. Even if you only have a handful of clients or customers, contact them and ask them what they like most about your product or service.
Talk to your Clients or Customers
(1) What is one thing that got them to purchase?
(2) Have you delivered on that promise?
(3) What do they like least about your product or service?
(4) How could you improve your product or service?
(5) What else (in your business category) do they have a need for?
(6) How else could you help them be successful, be happier, or solve whatever problem your product or service solves for them?
Talk to your Rejecters
If you choose to survey rejecters (which I have done very successfully for years for one of my clients) find out why they DIDN'T buy.
(1) Ask them what product or service they bought instead of yours? And why?
(2) Ask them what that competing product or service offered that yours did not?
(3) Ask if there is anything you could do to get their business in future? Product or service changes, additions, deletions?
Talk to your Prospects
Do you have a list of prospects — those who have expressed an interest in your product or service but have not yet purchased? Perhaps they have subscribed to your newsletter or ezine.
