Markets today are dynamic due to the competitiveness of the environment. Products and services are improved almost everyday hence staying ahead of the market has become more than just the provision of quality.
To boast only of quality service and think that is what your customers want is a sure way to plan for failure. Saying quality service is the reason your customers buy your products/services can only guarantee success in a market with no competition.
But how do we stay ahead of the game? How do we ensure continue growing? This post will provide the answer to these concerns. Our focus will be on knowing our customer.
We have our customer, he is a regular, and he usually recommends us to others, but how do we deliver more value to this customer? How do we make sure that this customer does not change?
Think
of innovation of design, process, pricing, distribution and manufacture, all
can be quickly copied by your competition.
What
then is important? Communicating your Product/service’s competitiveness to your
consumer, the insight that makes it distinctive, the benefits it offers them,
the values and personality of the product/service, the way it supports those
values, the feature that differentiates it from others and the single concept that
sums up its essence. All are what keeps people from using your competitors’
products/services.
CHOOSE
THE RIGHT PRODUCTS/SERVICES FOR YOUR CUSTOMERS?
Choosing
the right products for customers means always making your customers happy and a
happy customer is more likely to come back and use your product/service or
refer you to others. But how do we know that our product/service is a good fit
for our customers?
The
first and most important thing is to know your customers. When you do this, you
will know how to communicate to them. There
are some characteristics about your customer that will help you know how to
communicate to them. Your customers have demographic characteristics such as
the age and sex. They have socio-economic characteristics for instance family
status, marital status, education status and employment status. These
characteristics will help you know how you will communicate to them and will
help you design a product/services suited for them. They have equally other
features that are important such as, their goals, ambitions, wants, needs,
motivations, hopes, dreams, aspirations, fears, doubts, worries and problems to
be solved. All these are important about your customers and will help you
deliver a responsive product/service.
Remember for your product/service to be
used repeatedly, it has to communicate its distinctive, the
benefits to your customers, the values and personality of the product/service,
the way it supports those values, the feature that differentiates it from
others and the single concept that sums up its essence. But all these can be
met if you know who your customers are, what they like, where they are found? What
are the problems that you can solved?
The secret to success is finding the
customers that agree with your product or service and then design all your
marketing and sales activities based on what they like. Concentrate all your
efforts on the customers, drive everything you have on delivering value to
them. Not to suggest that you have to be pushy about it, rather be professional
in your approach. The marketing for your product/service should be designed to
serve your customers. Create the right price for them, deliver value to them,
solve their problems and if you do that I bet you will make your millions.
Pay attention to your customer, know
them, understand them, and create a relationship with them. Because a customer
who finds that your product/service is different, solves the
problem, has a certain value and personality it communicates, it supports these
values, the feature that differentiates it from others are well communicated and
the single concept that sums up its essence is visible, will always use the
product/service.
REACH YOUR UNDECIDED CUSTOMER
You have customers who are undecided,
they want to use your product/service but they are just not decided. Let us
face it, it is difficulty to make a decision on which toothpaste to use because
there are many brands on the market and they all essentially solve the same
problem. Using brand A will work as good as using brand B in solving ‘X’
problem. That is why we will always have customers who just are not decided, today
they can use brand A’ tomorrow they use the other. The question is, how do we
convert them to use our product/service? How do we make them believe in our
product.
The solution to this problem is not
about making the great product, lowering the price or improving in our
delivery. The first and most important thing is to know the customer. Similar to the customers who is decided about
your product/service, your job is to figure out all the previous discussed
characteristics of the customer that will help you know who they are and figure
out ways to reach them. This is where marketing research plays a critical role.
Your job is to learn as much as you can on your undecided customers and figure
out ways to attract
and convert them into your customers.
After doing your marketing
research, you will know their problems, and will know how to design adverts
that will directly speak to them.
When designing an advert, keep in
mind that you are trying to convert customers, therefore try as much as
possible to; communicate the distinctive features, because you do
not want them to think as if it is just the same thing as the other product. The benefits it
will give them, because it is important to them. The benefits can be both tangible
and intangible.
The
values and personality of the product/service. Does it carry any massage to the
customers, is it educative, is it environmentally friendly, make sure all the
values it carries has to be communicated. In addition to the values, you have
to communicate the way it supports them. Finally, what is the one word that
describes your product/service?
No comments :
Post a Comment