Wooing customers is a little bit like dating.
No, you can't present the engagement ring on
your first date! There's a two-way relationship
that grows one step at a time before it leads
to the church doors. You can't rush it... you
can't skip it... if you're looking for the satisfaction
of a life-long commitment.
Getting to know your date, or getting to know
your customer takes a little time and effort.
The personality, likes and dislikes of each
date are different, but customers share some
commonalities that you, the marketer, can grab
onto. Give them what they want, and they'll
become the loyal, life-time customers that make
your business prosper.
1. Forget About
Selling... Put The Emphasis On Buying
People like to think that all of their buying
decisions were reached due to their own great
ideas and skillful shopping. Hey, no one is
fond of a pushy salesman. A salesman who “HELPS”
them discover the best buy for their buck on
the other hand, is a hero.
Really, when a person walks into your place
of business, they are most likely thinking of
making a purchase before they get there. You
don’t have to persuade them to buy. You
can take it easy, and simply help them decide
what the best purchase is.
Keep your focus on the customer and his needs.
Think... what benefits would he be most interested
in? What is the price range he can afford? Basically,
keep in mind that you are there to serve his
needs, not persuade him. Ah, the pressure’s
off!
2. Make Purchasing
A “Sure Bet”
Buying is a “risky” business. The
higher the price tag reads, the higher the risks
are! Yep, a customer is just looking for a product
that satisfies the needs he purchased it for.
The question they ask themselves is... “Is
it worth it?”
Hey, it’s a legitimate question. The
world is full of scams where you spend your
hard earned cash and end up with trash that
doesn’t last and that you can’t
get serviced. A few tough lessons, leave customers
wary about off-the-cuff purchases. They want
something they can trust.
A money back guarantee alleviates a great amount
of concern in the mind of the consumer. There’s
peace in knowing that if the product doesn’t
live up to its claims, they aren’t stuck
footing the bill for a piece of junk.
Customer testimonials also clearly tell "would
be" buyers that you really do deliver customer
satisfaction. No one can say it better than
a satisfied customer, but don’t carelessly
use testimonials. You need a method to your
madness. Pick clear and specific testimonials
to use, and include as much about the customer
as you possible can to lend credence to his
testimony.
3. Let Them Know
That It’s As Quick and Easy As 1, 2, 3
Simplicy... ah, it makes life so much easier.
Yeah, your harried customers are busy and tired.
They don’t want to mess around. Most of
the time, they just want to make the purchase
and head home. Convenience stores testify to
the fact that quick and easy often overrides
a better price!
Make the buying process as simple as you possibly
can. Remember that not everyone prefers the
same method. The more options you have available,
the more customers you will please.
When you’re planning your marketing campaign,
don’t forget to point out the quick, fast,
and easy benefits of your product. Remember
that value isn’t everything.
It's pretty easy to charm your customers when
you know what they like! Keep these 3 tactics
in mind as you go about the daunting task of
growing your business and expanding your customer
list... and watch your profits go through the
roof.
Who is Allyn
Cutts, and why should you care?
Allyn has spent over 24 years helping businesses
like yours find new customers and increase sales
to current customers. Allyn is a marketing and
sales fanatic, providing measurable marketing
solutions that drive huge results for small-to
mid-size business clients. Allyn works personally
with clients to design and deliver off-line
and on-line direct marketing strategies that
focus on metrics and measurable results. You
can learn more about Allyn Cutts at www.AllynCutts.com
and you can call 610.437.4106 between 10 AM
and 4 PM Eastern Time Tuesdays and Thursdays.
