{"id":1250,"date":"2018-11-23T18:58:56","date_gmt":"2018-11-23T18:58:56","guid":{"rendered":"https:\/\/www.oconnorcpafirm.com\/blog\/?p=1250"},"modified":"2019-11-04T20:50:48","modified_gmt":"2019-11-04T20:50:48","slug":"business-plan-in-6-weeks-part-2-the-why-and-why-not","status":"publish","type":"post","link":"https:\/\/www.oconnorcpafirm.com\/blog\/2018\/11\/business-plan-in-6-weeks-part-2-the-why-and-why-not\/","title":{"rendered":"Business Plan in 6 weeks:\u00a0 Part 2 The Why and Why Not"},"content":{"rendered":"<p>Ok, so now you have a clear idea of what your business sells, be they products and\/or services.\u00a0 Step 2 in getting a business plan written is this:\u00a0 Why would people buy your product and why would they NOT buy your product?\u00a0 You need to know why your customers buy your product, all the various reasons because in knowing why they buy what you sell, you know more about how to sell more of it to your existing customers.\u00a0 You have a foundation for marketing to people who already consume what you sell because you market to the reasons that already exist.\u00a0 You take those reasons and build on them to find ways of selling more to them.\u00a0 Also spend time defining why people would <em><strong>not<\/strong><\/em> buy from you.\u00a0 This helps you address reasons that can be overcome, and will facilitate the designing of marketing campaigns that sell to those who want to buy and address reasons other have not yet chosen to buy from you.<\/p>\n<p>An example: You are a hardware store and people buy from you because they want products that keep their house maintained, safe, organized, whatever.\u00a0 From that you then can develop selling techniques at the cash register so your employees look at what category of product the customer has brought to the register and they can suggest additional items in that same category that the person might also be interested in or that are in a similar vein as to what the person is buying or is a better solution to what the person is trying to accomplish.\u00a0 Hardware stores have DYI customers and they have professionals.\u00a0 You could develop different selling strategies that appeal to each of them or both of them depending.\u00a0 The why a customer buys from you should be the foundation for your marketing campaign.\u00a0 You use all the reasons they already buy from you and market to those reasons.\u00a0 Offer deals that combine one product with another that pair well when combined and speak to why your customer buys.<\/p>\n<p>You also want to spend time thinking about why people would not buy from you.\u00a0 It\u2019s one thing if they simply do not need your product\/service, but you will uncover other reasons that people don\u2019t buy that can be overcome with marketing or better descriptions of your products\/services.\u00a0 There could be a large population of potential customers out there that do not buy from you for reasons you can overcome.\u00a0 Offering free delivery to people who think you are too far away.\u00a0 Offering more personal\/personalized service to customers who buy online.\u00a0 Offering zoom meetings to customers who do not want to have to make a trip to your office or vice versa.\u00a0 You won\u2019t know how to overcome the reservations until you know what they are, but it could open up a whole new population of potential customers to you.<\/p>\n<p>Maybe you are an accountant like me and people do not buy because they are afraid of the uncertain nature of the cost.\u00a0 Then take away that fear and offer fixed rate, flat fee services.\u00a0 We offer a whole host of services for fixed monthly fees.\u00a0 Everything from recurring bookkeeping to support contracts where they can just ask questions about how to use Quickbooks, or other accounting questions.\u00a0 We offer a flat monthly fee support contract so you have someone you can ask your questions and know they will respond.\u00a0 Like a subscription.\u00a0 From $150\/month for basic support to a customized, fixed fee comprehensive advisory engagement, you know what you are getting and you can decide to purchase or not.\u00a0 We price for value and then provide the best customer service we can so the client feels the value.\u00a0 No fear, no surprises.<\/p>\n<p>Maybe people are simply unaware of everything you offer.\u00a0 They don\u2019t buy something from you because they do not realize you offer it.\u00a0 We lost all kinds of clients years ago because they thought I was only a Tax Accountant and did not realize I also offered bookkeeping.\u00a0 I thought it was pretty obvious, but obviously not, because we had clients go elsewhere for bookkeeping and still came to me for tax returns.<\/p>\n<p>Find the reasons why and the reasons why not and change your marketing strategy to address both of those to increase your population of possible customers.\u00a0 Knowing the why and why not really helps target your marketing message and it helps target your audience so your marketing dollars are reaching the right people and are not being wasted on campaigns that are falling on deaf ears.<\/p>\n<p>Be familiar with what you sell and why and why not people will buy from you and suddenly, how to market and who to market to become more obvious and your marketing message is more concise, communicates what it needs to to reach your most likely customer.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Ok, so now you have a clear idea of what your business sells, be they products and\/or services.\u00a0 Step 2 in getting a business plan written is this:\u00a0 Why would people buy your product and why would they NOT buy your product?\u00a0 You need to know why your customers buy your product, all the various [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[23,4],"tags":[30,31,51],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Business Plan in 6 weeks:\u00a0 Part 2 The Why and Why Not - O&#039;Connor CPA Firm<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.oconnorcpafirm.com\/blog\/2018\/11\/business-plan-in-6-weeks-part-2-the-why-and-why-not\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Business Plan in 6 weeks:\u00a0 Part 2 The Why and Why Not - O&#039;Connor CPA Firm\" \/>\n<meta property=\"og:description\" content=\"Ok, so now 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