You have a terrific product or service—and a lot of competition for the business. How do you help your target customer choose you?
My business is helping you identify, attract, and land the customers you want, to make the profit you need. As a small business owner, I know what works, and how to use marketing technology to steer business your direction, and keep it coming.
But when it gets down to it, how do you help your client hear your message, and understand your brand, through all the noise? It is not as hard as you think.
The dynamics of choice and marketing
A lot is written about the psychology of choice. Drill into the topic and you’ll find research looking at why people make the choices they do.
Understanding why people make choices is important. As small business owners, we want to know how to influence choice to get more business. Poor marketing and product lines mean your premium clients go elsewhere.
As a consumer, you know what it takes to convince you to buy. Taking that perspective is important when thinking about how to sell to your client base. Consider these points about the experience of choice:
Sales work is mostly psychology, with products mixed in. Know your customer, and know what you are really trying to sell.
To get to the sell, start at the beginning
Most people can sell something once. To profit and grow your business, you have to meet the needs of your customer repeatedly. Marketing hype has its place, but the bottom line is that you have to understand your business from the viewpoint of your customer.
There is a well-known story about the angel investor who kick-started Apple. Everyone starts somewhere and Apple founders, Steve Wozniak and Steve Jobs, originally worked out of a garage. Their first investor was Mike Markkula. As the story goes, Mr. Markkula also wrote a three-part marketing platform that continues to serve this very successful company.
The three mandates written by Mr. Markkula in 1977 remain effective and include:
Take what we know about the science of choice, combine it with rock-solid marketing philosophy, and a great product, and you are on your way to small business success.
By understanding your own business, you can help your customer make a choice that benefits both of you. When you need help understanding the bottom-line of your business, call me at 585-633-7563, I can help.
Yours in profit,