|
Why You Should Date Your Customers... |
|
Written by Ben Clark
|
|
Friday, 23 July 2010 11:56 |
|
Modern business has become about developing relationships. Your customers don't just want your products or services, they want someone they can count on; somone they can trust; someone that brings value to their life and their business. So, when you get right down to it, it's a lot like dating. To compete in this modern, global, frugal marketplace, you should be using the same tactics and strategies to recruit and manage customers that you would use on a date.
Think about dating for a moment. The whole process of dating is about getting to know one another, determining whether there's mutual interest, finding common bonds and interests, and creating a great immpression of yourself, right?
When you think about it, dating is a lot like prospecting for customers.
In small business, the same principles we use in the dating ritual can be applied to win more business. This casual, social approach to developing relationships will give you a significant edge on your competitors.
So, if you were on a date, would you bring spreadsheets, PowerPoints, and start rattling off a list of features and benefits about yourself? Probably not.
When you communicate with your customers, it's better to develop conversations, and focus less on giving presentations. When you're conversational, it becomes a more comfortable interaction for your customer, and it becomes easier for you to present key information and benefits about your products or services in a comfortable, familiar format. It changes the entire context of the interaction, and in turn, lowers the resistance you get in a typical sales presentation. And, in a conversation, you get more honest, valuable feedback from your customers, which will enable you make important decisions about how to fulfill their needs, and what their expectaions are.
We, as humans, are creatures of habit and environment. We're pre-programmed how to respond and interact with our environment naturally. So, when you're presenting to a customer or prospect, the habitual protocol is to be guarded and skeptical. But, when you have a conversation with your client, the habit is more relaxed and dialogue-driven.
In small business, we have the unique ability to be more social and develop real relationships with our customerss, and respond to them on a more personal basis. This presents us with a significant edge on larger competitors, and creates a bond that is not easily broken with our customers. It makes us more resistant to price competition, and makes our customers more forgiving of the errors we will undoubtedly make.
But beware, the relationship you develop with your customers must be mutally beneficial. Both sides must be able to identify the benefits of working together, and that balance must be maintained. So again, much like dating, the relationships you develop with your customers must be a long-term committment.
But, unlike dating, once you've developed a solid, solid comfotable relationship with your customer, you cannot let your guard down. You cannot stop shaving, start showing up late, or take them for granted. You must always put your best foot forward, maintain a reputable image, and continually earn the confidence and comfort your customers give you, and give back as much as you get.
And that is why you should date your customers.
|
|
Last Updated on Friday, 23 July 2010 12:41 |
|
|
Written by Ben Clark
|
|
Friday, 23 July 2010 11:46 |
There are endless studies and polls every year revealing what motivates buyers to pull the trigger and purchase items. Many of them get very detailed and specific, yet, again, the core information to be extracted from these studies are lost in the complexity and details.
A simple process I employ in nearly every evaluation I perform is to “reverse engineer” the process. Look at the problem from the bottom, and work your way backward to find the solution.
Take a look at the buying process from a 10,000 foot view, and you’ll soon realize that there are two primary elements which persuade consumers to buy:
1. It fulfills a desire.
2. It solves a problem.
Forget everything you’ve thought about consumers “needing” anything. The marketplace almost never buys an item purely on need. If we did, everyone would be driving a 3-cylindar Hyundai instead of the variety of vehicles that populate the roads.
It’s true that need may initiate the buying process, but it never closes the deal.
Fear and desire are the two core motivators, pure and simple.
So, whenever you’re evaluating your marketing message or materials, ask yourself these two basic questions:
Does it fulfill a desire of the consumer?
Does it solve a problem for the consumer?
If it meets one or the other, chances are you’ve got a strong message or campaign. If it doesn’t, go back to the drawing boards.
|
|
Last Updated on Thursday, 31 March 2011 08:12 |
|
Written by Ben Clark
|
|
Tuesday, 06 May 2008 00:00 |
This post may be a little remedial, but I want to make sure I cover all the bases for beginners.
You may have already heard the term "web 2.0" being thrown around the Internet, but I'm not sure that many people really understand the concept behind the strategy. So, here's the dime tour of Web 2.0, also called social networking...
With the onset and popularity of Blogs and Social Networks, just like this Ning site, people are now able to develop an online presence, and share information, even without their own website. People from all walks of life can now weigh in, and tell the Internet community what they know about, what they think, and share their interests. Because of this, the Internet has transformed into a resource for not only factual content, but opinions and feedback from others as well.
So, what does this really have to do with Blogging? Simple. Blogging is the fundamental platform to easily share information and ideas. Blog sites are quickly becoming the mainstream of the Internet, replacing the old static web sites of the past.
Here's why that's important. The search engines, particularly Google, view themselves as informational resources. Google isn't in the business of selling anything. They're in the business of providing information. The sales element is a byproduct of their overwhelming desire to provide quality content to their users.
So, if you want to market your products and services online, it is imperative that you include blogging in your strategy. Even if you decide not to publish your own blog, commenting on other people's blogs, or like material will produce HUGE opportunities for you to create a flow of traffic to your own web pages, and become familiar to you niche in the online community.
For example, if I ran a dog grooming business, I would start by finding 3-5 blogs related to dog grooming online. I would then post comments on those blogs, giving the readers my opinion of the content, and even try to squeeze in a plug for my own business or website. Diligent readers and curious consumers would then click on the link I've provided in my posted, thereby sending them to the website I've noted.
There's really nothing technical about doing so, and if you can type, you can blog.
My suggestion is to begin your blogging efforts by commenting on other blogs first. Once you have a handle on the concept, you can create your own, with the full knowledge of what consumers in your field are interested in. Everything you've read and commented on in other's blogs can be the beginning content for your own.
Here's the really cool part about Blogging. Did you know that over 70% of consumers attribute their buying decision to other customers feedback and experience? Blogging is you direct portal to providing such valuable feedback, and positioning a positive PR campaign for your products and services.
Happy blogging!
|
|
Want More Web Traffic? Ready... Set... Write! |
|
Written by Ben Clark
|
|
Thursday, 14 February 2008 00:00 |
I get a lot of questions from people asking how to get more traffic to thier website.
I wish I could give a simple answer to what sounds like a basic question. But he truth is, there are a lot of different ways to drive website traffic, but there is really no secret formula that works in every situation.
However, there are several tried and true ways to drive traffic, which are almost always effective. The results are often gradual, but consistently effective.
The single most effective (and important) way to drive traffic is to write. With Web 2.0 growing in popularity daily, the Internet crowd is begging for information, now more than ever.
Keep this in mind...
We live in the most informed society in the history of man. The Internet, television, radio, email and all of the 20th century media technologies have literally revolutionized the public's access to information.
That being said, telling people about your company, what products and services you offer, how to contact you, and basic information is no longer enough (if it ever really was). In the Web 2.0 world, you need to show your marketplace that you know what you're talking about. That you're a knowledgeable person that can provide the information they want, and most importantly solve their problems. And, now more than ever, your website is the first contact your prospective consumers have with you.
Want more proof? Look at Wikipedia! One of the most popular sites on the net, Wikipedia serves the Internet community information on everything you can imagine, replacing the traditional Encyclopedia's of yesteryear.
And guess what?! Every ounce of information on Wikipedia is user contributed. That's right.
Millions of people all over the world weigh in on Wikipedia.
O.K. Down to the nitty-gritty. You want more traffic right? How about more sales?
What it I told you that one thing in particular will bring you both?
Would you want to know what that one thing is?
Of course you would!
Are you ready?
Here it is!
Write!
Yep, write. That's it. That's the secret!
Writing articles, blogging, even basic commentary about your products, especially stories about how your trade has benefited other is the single most important thing you can do to create a flow of traffic, increase exposure online, and get "buy in" among your demographic audience.
One of my clients does this better than anybody. Dr. Paul Varnas operates Whole Health America, a dynamic site builder application for natural health care practitioners and professionals. Paul's website (http://www.wholehealthamerica.com) has hundreds of articles about natural health care for both his clients, and his clients' clients. The result? Both his site, and his client sites drive traffic! And, Paul does this better than anybody, and he posts an article or commentary every single day!
Want a tip to get started? Look at your competitors web sites and blogs. They'll give you great ideas for topical content, and vulnerabilities and weaknesses you can exploit for your benefit.
And make sure you publish the material you write on either your website or blog!!!!!!!
Stop trying to convince yourself that your plain old, static web; site the same site you've had for the last 5 years, and the same tired old "About Us" information, will work. Start giving your market new and time-sensitive information about your marketplace to go and look at.
When you write new information regularly, you're giving people not only a reason to visit your site, but a reason to come back, again, and again.
|
|
Using YouTube to Create Marketing "Buzz" for Your Business |
|
Written by Ben Clark
|
|
Tuesday, 12 February 2008 00:00 |
With the surge in popularity of online video posts, you can get yourself ahead of the competition by using the simple tools provided in YouTube.
For those of you who aren't familiar with YouTube, it's a free online video site, where users can join for free, and post their own videos live online. You can visit their site at : http://www.youtube.com to see some examples.
Among the hundreds of thousands of "home videos", smart marketers are using the same services to distribute commercial content about themselves and their business and are starting to get a growing crowd of viewers.
Unlike the written word, video allows you to put your personality into communicating with your prospective audience. It's like having your own commercial paying at the super Bowl for free.
A few tips to consider when posting a video...
1. Make your video engaging. It goes without saying that you want people to watch your video posts. In order for that to occur, you need an engaging topic that draws viewers in. Pick a theme that you are passionate about, and use your unique personal skills to drive the message home with viewers.
2. Always add keyword "tags" to your video. Tags are unique words and phrases that identify your video, it's content, and it's theme. Be as descriptive as possible when selecting your tag words and phrases.
3. Give your audience a specific action. Using online video to market your business, you'll want your viewers to take action after watching the video. Tell them exactly what you want them to do. If you want them to call, tell them your phone number. If you want them to visit your website, give them the address, and if you want them to email you, give them your email address, etc.. It's also a great idea to display the phone number, website address or email address on the video itself. This can be done easily with free software like Windows Movie Maker and others.
4. Give them a reason to take action! We'd all like to think that our winning personality is enough to spark the curiosity of viewers, but it's a risky gamble to take. Give your audience some incentive to take the action you've requested of them. Whether it's sending them a free gift, giving them special access to information, a free quote, or whatever, it's important that THEY WANT to take the next step.
5. Brand yourself and your company in the video. Make sure logos, slogans, icons, and tag lines are prominent in your videos. give the viewers a visual image to resonate with. The long-term familiarity will benefit you in the long run, and make you more memorable that the countless others online.
Additionally, don't feel like you have to post your video to all the different video sites on the net. YouTube is by far one of the most popular video sites, and posting to YouTube alone will get you picked up by most all of the search engines and traffic resources.
And lastly, don't worry about video quality. If you've had a chance to view the videos on YouTube, you already know that the quality isn't the greatest, no matter what the original quality might have been.
Broadcasting video across the Internet requires a great deal of bandwidth, and in the interest of time, YouTube will automatically convert you video into a lower-quality, but quick loading format.
Most of the videos I've posted myself have been shot with a basic, consumer-quality DV camera. You can absolutely get away with doing the same.
In summary, online video is becoming one of the most popular trends in marketing. However, it's still a young marketing trend. Start now before the rest of your industry catches up, and you'll have a surprising edge on the competition.
The biggest obstacle that lays in your path to success is your decision to take action. Ignore the obstacles and focus on the objective.
Happy posting!
|
|
|
