Lucrative Listening
by Rosemary Davies-Janes |
The marketing efforts of many
businesses focus on describing how they do what they do. Prospective
customers are expected to wade through lengthy discourses on their
processes and systems that explain the expertise of the business in
great detail. What they fail to notice is the glazed look in their
prospects eyes as they launch into chapter three, part five,
subsection twelve of; home inspections; tax preparation; voice
coaching; personal organizing; etc. Customers tend not to want to
know how you do what you do. What customers really want to know is
whether your services will give them what they want.
For example, a customer who wants to convert their traditional wood
burning fireplace to gas will want to know that you are qualified /
certified to do this for them (and won’t blow up their house). They
also want to know that you are experienced and have satisfied other
customers before them, and that you can meet their specific needs
(i.e., recommendations for fuel efficiency, unusual flue sizing,
etc.). They may also want to know if you will deliver the gas insert
they choose and leave their home clean by disposing of the
packaging. Will you finish the details or will they need to hire a
handyman to come in and finish when your work is done?
What do your customers want? You don’t need to be a detective to
find out as they’re usually happy to tell you. It will amaze you
what your customers don’t want to know when you really start
listening. They don’t care so much about the technical aspects of
the new computer system you’re selling them has as they do about
your ability to show them how to make it work, its reliability
rating and warranty.
Start by telling your prospective customers who you are and what you
do, in a concise, focused way. For example:
- I’m a financial advisor specializing in legal tax reduction.
- I’m a personal trainer who helps time crunched executives
resurrect their high school physiques.
- I’m a divorce lawyer, and I focus on ensuring that the children in
a divorce come through the breakup, intact.
Then sit back and listen. Let them tell you what they want to know
about your work. Let them tell you what they need. It’s likely much
easier than whatever you’re doing presently. Or you can have a
conversation with several satisfied customers, find out what they
value most about your work and then transform their feedback into a
powerful, factual marketing letter, brochure or website. Repeat this
process annually to keep your information current. (And don’t forget
to get objective input!).
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