The number one question for all businesses is “How to find more and qualified clients/customers that want their product or service?” So, where are your new clients/customers hiding? I would like to ask three questions to answer that question:
First, what is the identifying benefit of your product or service? This may seem very basic but I’ve found that many business owners know what their product or service does but they don’t know the benefit their customers receive. An example would be when we buy a new car. If a salesperson was excited about the features like the size of the engine and the customer wanted the benefits of safety and environmental benefits, the salesperson might miss a sale even if the car met the need of the customer.
Second, how does your customer use your product or service? This is important because it’s this information that tells you how to showcase your product or service. Recently, while conducting my Maximizing Your Business Now “LIVE” workshop, I asked a health products company why someone would buy their product. Their initial answers were because the product formula was better, people wanted better health and people wanted to live longer. When I asked the audience, they said they would be interested in knowing if it alleviated pain, increased their energy and allowed them to be more active. The reality was their health product did all of it. By identifying how the potential customer would use the product they could now showcase the product so the customer could see it.
Third, how will you connect with your perfect client/customer? This question is more about your prospect and where they hang out. Do they:
- Prefer email to regular mail?
- Prefer phone or in person contacts?
- Find solutions to their needs through word of mouth or the internet, etc?
One of the best tools for finding this out is through the use of surveys. I’ve used www.SurveyMonkey.com (free online survey service) in the past to see where my new clients are hiding. Send it out to your existing customers and to anyone who you think might have a need to connect with you. Keep your questions short and limited to five. The information you get back will tell you how to market to your perfect client/customer.
The reality is your perfect new client isn’t hiding from you. They want what you have to offer but they just can’t see you. Our task then is not being the best kept secret.
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