Kim Peterson, CEO CommonSenseHealth.org for
The more you know about your clients, the more effective your sales and marketing efforts will be. It's well worth making the effort to find out:
and most importantly WHY do they buy?
You can learn a great deal about your customers by talking to them. Using in person and online surveys are great ways to ask for, receive and review feedback which can be very beneficial to your level of understanding and ability to deliver what they really want…not what you are guessing they need. Always remember that people buy what they want not always what they need.
Once you understand their wants and perceived pain points, you are then able to offer solutions by educating them as to the benefits of your product or service and how you will be solving their problems. This is obviously an oversimplification of the process, but simple is good…people are looking to have their pain removed and problems solved. If you can show them how you will do that, then you are well along your way to turning a prospective client into a paying client.
Here are a few ways to dig a little deeper into the physique of your target client while staying a step ahead of your competition.
If you market the latest and greatest piece of exercise equipment on the market, you may think that you have little competition because your product is so very effective and unique. That would be an extremely incorrect assumption as there are a multitude of choices out there…gym workouts, personal trainers, YouTube videos, quick fix diet plans…all of these could potentially appeal to someone attempting to lose weight and get fit. Clearly understanding what sets your products and services apart; and how that will eliminate your client’s pain, will enable you to create much more effective marketing/outreach materials.
Many companies make the mistake of racing to the bottom with price cuts, only to find out that’s not what the customer was looking for; perhaps they wanted a more personalized user experience. It’s up to you to ask, ask, ask and really get clear on what your client values, then position yourself to over deliver.
The great, Wayne Gretzky, once said…
“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”
Strive to be like Wayne not a “me too” brand. Always have your finger on the pulse of where things are going in your industry as well as with local, national and global influences.
In taking the time to have a solid understanding of the who, what, where, when and why’s of client behavior, you will take yourself out of day to day business management and into the realm of a true visionary.
HealthPRO is the all in one platform for your health & wellness business. Set up your profile and get booked today!
JOIN OUR 180,000 +
FOLLOWERS, FANS & SUBSCRIBERS.