Give Your Customers What They Really Want
By Mark Munday
There can be no doubt about it. Knowing and understanding your customers intimately is essential for you to be successful in business.
Without knowing precisely who your customers are and what really motivates them, you can’t do effective marketing. You don’t know who to to direct your marketing message at. And you aren’t able to tell them why they should buy from you.
A common mistake is giving customers what business owners think they need. After all, it should be fairly easy to figure out what customer needs are. But, whatever you do, don’t confuse customer “wants” with “needs”. It is a very important distinction. Because people don’t always buy what they “need”. And they almost always buy what they “want”.
For example, have you ever gone into a clothes shop because you needed a pair of socks and come out with new pants, a shirt, a tie or other accessories. Or have you been to the supermarket needing milk and bread, but returned with chocolate, pizzas, cold drink and other goodies?
This happens because we tend to spend our hard earned discretionary income on satisfying “wants” that are emotionally based. Like wanting to look good, or wanting family meals to be enjoyable occasions. They are things we can survive without, but they make us “feel” a lot better about ourselves.
Which is why you should focus on satisfying customer “wants” in your marketing and sales promotion efforts. Remember the selling mantra “people buy on emotion and justify with fact”. Think of the last time you bought a house. After seeing all those show houses, did you make your final choice because of how the house made you feel, or because of the detailed specifications?
The chances are that the emotional impact was the biggest motivating force in the buying decision. And this principle applies to almost all buying decisions. As a business owner, you can harness this powerful buying decision driver. The opportunities for increasing sales are immense.
Your challenge is to market your product or service in such a way that it is percieved in your target market as satisfying emotionally based wants. How you do this depends largely on the nature of what you are selling. But in all cases, your objective is to make customers feel good about using you.
The first step is to do some marketing research. Find out what is really important to customers. And why they buy your kind of product or service. Speak to existing and potential customers. Ask them probing questions. You might be surprised by the feedback you get.
You uncover emotional wants by focusing on the ultimate outcomes customers desire. Lets take running a restaurant as an example. Owners may be inclined to believe that customers use their services because of what they deliver – superior tasting food. Another benefit of going to restaurants is not having to cook. But, on investigation, it could turn out that the most basic and powerful driver behind patronage of this type of restaurant, is the desire to spend quality time with family and friends. Which is very subjective and emotional.
The most successful restaurant will be the one that packages its services in such a way that delivering this outcome is ensured. This has implications for various business processes at the restaurant. And, most importantly, it should be the main thrust behind all marketing and promotion.
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As a Business Strategist and Coach, Mark works with business owners to help them achieve their business goals. His powerful strategic planning and implementation techniques produce stunning results for clients. Go to http://www.BusinessPlanz.com/ for more info.
For expert assistance with creating and implementing a winning business strategy, phone Mark on (09)476-5510 or email him.