and how your customer “connections” are unique and their needs are different.
If it took you three seconds to read the headline and the subhead above, there are only five seconds left to convince to buy. Then before you know it, they move on to the next company.
But wait - customers have the answer you’ll need to connect with others.
Imagine an auditorium full of people waiting for a concert to start. There is a lot of noise. Thousands of conversations are occurring simultaneously while waiting for the show to begin.
The only conversations that “connect” are usually between people, who know each other, standing very close to each other and they are still shouting at the top of their lungs.
The marketing game of attention.
What a company must do today is to create the attention and within a few nanoseconds. In other words, learn to eliminate any purchasing barriers. Then at the same time, to increase the ability to connect with the customer.
“Advances” or customer benefits will cause a hesitation. An answer for a potential customer is “what’s in it for them?” Product features are usually the glamor of owning your product, but the “advance” always add to the bottom line.
Start looking at your potential “customer profiles.”
Certainly, you have or have not updated or defined a variety of customer profiles. If you answered no, you have not, but now’s a great time to start. In case you haven’t noticed, this is already 2017 and accordingly, 2017 is going to run many bytes faster!
When you work with customer profiles, at the start, keep it simple. Put customers, anyone who has purchased into one group and the other prospective group who may still purchase, now and again, calling them prospects.
Getting back to the “advances,” they make a wonderful segment on your customer profiles. Simply, why did they buy?
Next, you need to put customers into like segments. It can be something as simple as male or female, geography, age, occupation, but use whatever simple characteristics that stand out across all contacts.
You may ask, “Why do I need to do this?”
The key word in this post was “connect.” You need to connect with customers and potential customers with a message relevant to their needs.
What are the buying traits of your customers? Here’s four to start your thinking process.
The best buyers purchase at specific intervals and are usually found in the top twenty percent of purchasers.
Occasional buyers who are familiar with your product.
Prospect/Past Customer. This is a tough one. Build a list of ideas to test that may lead to a re-connection
Someday/Maybe prospects. Hopefully, the smallest list of four.
Look carefully into each contact and try to determine how the original connection occurred? What channel did you or they use to connect? Was it email, social media, direct mail, web site or face-to-face?
Go back to the auditorium. People who know each other, will talk to each other. They increase their volume to deliver the message no matter how loud the other conversations may be. If you thought of multi-channel communication for future marketing campaigns, you are on the right track.
Learning more about your customers and upgrading their profiles accordingly will give you a much-needed boost in sales for 2017.
Learning and Coaching – It’s what I do.
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