3 THINGS TO GET MORE CUSTOMERS
The never ending request from small business owners is “Tell me how to get more customers”. We have discussed these three necessities for business growth many times, but they are worthwhile repeating.
- There has to be a beginning and that is having a group of prospects that you can identify and reach.
- This group has a problem that it wants solved, and they need your product or service to solve it.
- This group has to have the money and wants to spend it to purchase your product or service to solve the problem.
The 1,2,3 referenced above may sound like a simple solution, however, each of the three steps requires a plan of action and a lot of work to validate each part.
Looking at number one, there has to be a common need that can be validated before a person is put into that group. A data base with complete contact information, both physical and virtual, has to be created to use in the marketing process.
Number 2 addresses a problem that your product or service can solve. In order to effectively market to this group you have to know that a problem exists and that your product or service can solve the problem. That requires obtaining the information through a focus group, from industry publications or other alternative information gathering options.
Number 3 is a hard one for a small business owner to understand. Just because you believe in your product or service does not mean that your perceived target market has the money to purchase it or even the desire to purchase it. Money is a commodity that is hard to get people to part with. A targeted marketing program is needed, one stressing benefits that will lead to the purchase decision being made by your target market. This is a case where the gradual bringing of your product or service to the top of your customers’ minds is most effective.
Instant gratification is foremost in the minds of many small business owners and also in the minds of many prospects. A long term marketing program establishing your product or service as the preferred solution takes time to develop and implement.
Consistency and persistence are the key words along with the patience to develop and implement a winning marketing strategy.
ALWAYS GIVE PEOPLE MORE THAN THEY EXPECT TO GET.
Advice and tips by Nick Petra – CFP, Mentor, and founder of BizQuack and StrategicDuck
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