OK, we know what you sell, we know why people will and will not buy from you. Now we need to REALLY get to know our customer. I mean really know them. The more you know about your customer the easier everything gets. If you know why your customer wants to buy from you and why someone does not want to buy from you, you can address both issues in your marketing campaign and in your sales message when you are trying to close the deal.
First things first….know what your idea customer looks like. You want a clear picture of the perfect customer because we certainly want to market and sell to the perfect customer every chance we can. So think about the categories of customers you want to work with; would most enjoy working with. What does the perfect client buy from you, how much do they spend, are they a recurring customer or not, can you make them a recurring customer? If you could design your perfect customer, do so in detail and then you can take their many characteristics and go about finding them.
What you want to know about your perfect customer and your most likely to buy customer is a combination of the following:
- What are their demographics?
- Where do they live/work?
- What is their education level?
- How much money do they make?
- Are they single, married, with kids, retired
- What do they read? Newspapers, online news, social media?
- How do they purchase? In-store, online, trade shows, events?
- How will they find you, your business, your website?
- Do they want a referral from an existing customer, neighbor, friend?
The answers to these questions will help you design a targeted marketing campaign to reach the customers that are most likely to be receptive to your products/services, have the money to spend, are located where they need to be. Instead of spending time, effort and money on splatter shot campaigns, you can go in search of the marketing tools that will reach the customer you have already identified as someone you want to work with and who needs what you sell.
Think about how much easier it would be to design, craft, write a successful advertisement if you know who you are looking for, where they are, what they are reading or seeing and why the would want to buy from you.
Take the time to describe your customers in detail and in different categories if you have multiple profiles of desired customers. Be as detailed as you can be and the next step of designing a marketing platform to reach them, turn them into customers and then keep them happy and coming back will be out next step.
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