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7 Things You Don't Know About Your Customers, But Should

7 Things You Don't Know About Your Customers, But Should

September 28, 2017

I'm going to make a bet.

You’ve done your homework. You’ve paid your dues and attended Marketing 101 (or something of that nature). You have a decent understanding of your ideal prospect, your Hungry Fish. You roughly know their age, income level, position in their organization, role in the purchase decision, where they live or work, and most importantly, their psychographics- what makes them tick.

But here’s the big mistake that MOST business owners make (and I’ll bet it’s one you’re making too…) It might seem like a subtle one at first, but it can make all of the difference to your bottom line.

Ready?

Most business owners spend lots (and lots!) of time analyzing their prospects, but forget all about these folks once they become customers.

What’s the difference between the two?

Well, it’s the difference between making a sale and keeping a sale. It’s the difference between a one-time engagement and an ongoing revenue stream including cross-selling and upselling. It’s the difference between short-term thinking and long-term thinking. It’s the difference between being a salesperson and a businessperson who’s building an asset.

So we asked one of our top Brand Launcher Marketing Mentors, Ivana Taylor to shed some light on the top things you don’t know about your customers, but should.

[Discover the 2 reasons why most business owners resist asking these questions.]

Check the 7 Things You Don’t Know About Your Customer, But Should:

1. What is the actual application of your product or service?

At least once a year, check in with your customers and find out how they are actually using your product or service. Think Arm and Hammer baking soda and the thousands of new uses that people are discovering for that product and how bicarbonate of soda — a commodity has been packaged and re-packaged profitably.

 

2. Why are they buying at that time?

This question will open up new emotional benefits that you may not have considered. Finding out what trips their trigger about your product or service can help you define new offerings and set better, more profitable prices. Don’t just stop with the most obvious answers, look for what’s underneath their answer. Channel your inner 5-year-old and keep asking “Why?”. For example, what’s important to you when you are purchasing a cup of coffee? Someone might say that it’s important that it smells good -- and you ask “why” is that important to you. The answers will give you a deeper insight into the desires your customers have that they look to YOU to fulfill on.

 

3. What’s your customer’s story?

Take a moment to find out your customer’s story. Ask them about the defining moments in their business or their life. What are their goals and how can you help them? Get your customers to talk about the problem that they are trying to solve, what alternatives they’ve explored to solve this problem and the advantages and disadvantages they’ve experienced as a result. Get to the heart of what your customers value and believe about your type of product or service and where those beliefs come from.

These are the kinds of conversations that will show your customers that you care and that you are making an effort to understand them in a powerful way.

 

4. Who are their customers?

Everyone has customers -- even consumers. If your customer is a homeowner, then their customers are their family. If your customer is a business owner, their customers might be their employees. If you understand who their customers are, you’ll get a clearer picture of future products or services that you can offer them.

When you go that extra mile and understand the indirect beneficiaries of your product or service, you’ll gain new insights that can set you miles ahead of your competition.

 

5. What are some of the insane requests their customers have?

Their customers may have requests that your customer can’t meet, but maybe you can. This would make you a vendor for keeps. Imagine the fun you could have with this information! You can use this information as blog content that not only makes your audience smile, but features your ability to come through in a pinch.

Check out Farmers Insurance and their “We know a thing or two because we’ve seen a thing or two” series of commercials. This one is called “Swan Drive”.

 

6. What’s stopping them from buying more stuff from you?

Sometimes you just have to ask the obvious question. Often your customers don’t know or understand all the different products and services that you offer. Use this as an opportunity to help them simplify their purchasing.

 

7. In what ways can you forge a closer relationship?

If you already have a good relationship, why not ask for a closer relationship? Are there opportunities for co-branding or partnering that would help both of your organizations penetrate a difficult market?

 

Asking these questions, and more importantly, listening deeply to the answers can open up a world of possibilities.

[Discover the 2 reasons why most business owners resist asking these questions.]

 

Taking you from where you are to where you want to be,

Jon