Do you own or run your a business? Do you wish to run or own your own business? Or are you in charge of building your companies marketing strategy? If anything like this applies to you, you’re in the right place because you’re about to find out one of the most important aspects of owning and operating a successful and thriving business.
- Knowing exactly who your customers are
- Figuring out what they want
- Understanding why they’re a key element of business growth and success
This is something even the best of the best business owners sometimes forget or disregard because they think they know best, are time poor or a multitude of other reasons. But a great business owner knows, your customer should always be your top priority.
In 4 easy steps, learn how to double, triple, even quadruple your leads – in store or online. Just like a fine Christmas pie recipe, each step must be satisfied in order to achieve maximum results. Happy cooking!
1) Group your customer into relevant categories
The ways you can categorise your customers are using guidelines such as:
- Location of your customers
- Types of products and services they buy
- Frequency of purchases
- Time of purchase – could be based on seasonality, EOFY, christmas etc
Also break down your customers based on their demographics such as:
- Marital status
- Behavioural attributes
- Likes and dislikes
- Pain points and lifestyle barriers
2) Engage with your customers through social media
The real trick with social media advertising and customer engagement is not bright flashing lights with unicorns and rainbows. It simply calls for compelling, authentic and real content, content that your viewers can relate to and can interact with in order to bring you insights as to who they are and what they’re interested in. Why? So you can target them with compelling and relevant content otherwise you’re wasting dough and clicks.
Other ways to interact with your online audience include:
- Building an online group or community where your customers can discuss and inform each other on their experiences. This information will give any business owner the insights they need to build a thriving business
- Celebrate wins and progresses with your customers/viewers/fans etc. This includes them and makes them feel as if they’re are a part of your successes
- Offer exclusive content to those who follow you, like your page, interact with your business etc.
3) Take note of your customers: personality traits, likes, dislikes and behaviour
Just knowing what your customers favorite shoe brand is or if they’re Samsung over Apple isn’t enough! You need to deep dive into their personality traits to figure what they do on the weekends, what activities they do for fun, what do they binge watch on Netflix, what are their likes and dislikes, what barriers they face in life, financially, emotionally, physically.
These sorts of traits are what will fundamentally shape the content you target your customers with. You want it to be as compelling and relevant as possible in order to get maximum ROI. There are 4 categories we can place our customers in: Solid, expressive, dominant and analytical.
This type of person is:
- Calm and relaxed
- Doesn’t like conflict
- Doesn’t cry out for attention unlike expressive
- They have a balanced personality
- Are sensitive and in touch with emotions
This person’s weakness is their lack of enthusiasm and because they’re calm and relaxed you will have a hard time getting through to them with an ad or sale.
If you’re promoting an offer, they will have a poker face that is 100% unreadable. You must ask this person the right questions to get them talking and interactive to find valuable insights.
This person is the life of the party, the one who makes the room shine bright. They are quick and impulsive buyers.
- You must be careful not to over-speak or over sell to this person, don’t talk fast and don’t rush them.
- Talk to them about the benefits of what you’re selling or advertising.
- Your goal with this audience is to make them say “wow -I’m buying that right now”.
Multi-tasking comes naturally to this person. They are:
- Don’t waste time
- Are authoritative
- Result orientated
These people are driven and wherever they go they will succeed. They like to converse, but only if it is interesting and intelligent and you have to be quick-smart with these people because they can be bossy and take control.
With this person, you mustn’t be over expressive, rather talk about benefits and what results they will get from using your product or service. They want to know facts, what it does, how it works, when it will work and in how long. You have to be straight and factual with your answers and if you don’t know, say you don’t and take it to someone higher up.
An analytical person is intellectual looking, quiet and reserved. They analyze conversations and situations without thinking about it. They’re interested in the spiritual side of things, values, wisdom and integrity. This person is disciplined, loyalty is big and they don’t talk much. Closing a sale with this person is challenging.
They will most likely have already done their pre-purchase research and know everything about what they’re buying before you say anything. They need time to think and evaluate, weigh up all their options and they will get back to you in their own time. Your answers as a seller or advertiser must be professional and you need to show them you value their opinion.
*What you don’t want to do, is ask them to buy or pay straight away, it will make them walk the other way instantly.*
4) Build a database of customers with their contact information
Building a customer database is important and integral to your business. Why? Because keeping in touch with your clients and constant communication even after they’re your client can provide value to your clients and business.
Through this database, you can:
- Keep clients up to date with new business
- Keep them up to date with what’s happening in the market
- Provide relevant information
- Update on promotions
- Tips and advice
- New and innovational ideas
What are some of the benefits of keeping in touch with your clients?
- Build goodwill and business value
- Increase likelihood of retaining customers
- Improved word of mouth will assist in attracting new customers
- Being customer focused can improve profitability and stimulate innovation
- After sales service communication becomes an investment in customer relationship
Manage your customer relationship like a ‘PRO’!
Seek continuous feedback
Even when you know it might be negative. Constructive criticism in this industry is crucial, you must know what you’re doing wrong otherwise how will you ever improve or grow.
This can be achieved by creating a structured feedback program where you monthly or quarterly contact every client/customer you have contact details for and ask them to rate your service.
Keep your loyal customers
- Find a way to make them feel valued and wanted.
- Keep these customers satisfied as they will be the ones to stick by you when times are hard for business.
These are the customers that will also be most likely to refer you to family, friends and other businesses.
Handle customer complaints
Handle them well and tactfully. Don’t go in there guns blazing blaming the client for the issue. Have a game plan and allow for understanding…compassion even.
By handling complaints well, you’re encouraging your customers or clients to return to your business and prevent any negative word of mouth, something which is hard to come back from in this day and age where EVERYTHING is online and easily shared!!
Document your issues and complaints and keep them as learning resources for future employees.