Do you really think you are being a service to your customers?

This past weekend I went to a local jewelry store to buy a battery for my watch.

This should have been no problem. Well think again.

As I pulled up in front of the store it appeared to be open, so I got out of the car and walked to the front door. When I looked at the front door there it was – a small piece of paper stating ‘We’ll be back in 15 minutes’.

Having an unique sense of humor I smiled. I smiled because of a number of questions came to my mind;

• When did they leave the store?
• When will they be back?
• Do they think I am going to wait for an indeterminate amount of time?

I bring this example up because this type of incident has happened many times to all of us. The owner or the person working that day has failed to think about the customer. Their needs came first.

How can you create a more customer focused approach to your business? (If you think you are perfect right now, think again.)

How do you design your marketing?

If you design it by committee, please read on.

The reason for my concern is that most design by committee marketing is a watered down compromise or an imitation of something someone else has done that you liked.

Marketing is all about knowing your uniqueness and promoting that. If you know your competitors aren’t as good as you are in a specific area of business – market that.

Once you understand your uniqueness let one person design the marketing and bring it back for approval. As long as it meets the ‘proven principles’ of effective marketing, it will work.

If you aren’t promoting your uniqueness, how do you expect to be noticed?

Are you taking the easy way out?

What I am talking about is taking the safe course of action.

When you started your business you made a risky decision. You put your work life and your money on the line.

After we’ve been in business for a while, we get either lazy or timid. We forget what has taken us this far. We get soft. We start to make gutless decisions so we don’t rock the boat. We try to fit into the crowd.

Why would you want to fit in with the crowd? Don’t you want to be recognized for the uniqueness that your clients like about your business?

When are you going to quit living on the edge of mediocrity?

Do you clarify whether the strength in your product or service could help the buyer?

Up until recently I’ve never consciously thought of this.

Consider this situation. You have a wonderful service and you are speaking to a prospect. You have identified that the strength could help the buyer. Then you begin the closing process. All of a sudden the prospect says “I am not interested.” You wonder what you did wrong or you try to close hard because you are sure that this is what the prospect needs.

What could you have done differently?

I think this is when clarification is needed to have taken place. During the interview process is when you need to ask a question or two that would clarify why your product or service is important to the prospect.

Once they have identified the why, you can help them so much easier. The key point to remember is; don’t try to clarify too early in the sales process.

What are two questions you can use to clarify the needs of your prospect?

Do your prospects have a short attention sp…?

We are in the Twitter age where communication is ruled by less communication. But do you believe that your prospects have a short attention span?

There are two answers to that question; yes and no. If what you are describing is interesting and client focused it is a proven fact that people will continue reading. If your marketing is dull the answer is obvious.

Which one of these head-lines grab your attention?

1. Would you like a Free Report on ‘The Five Landmines that all Business Owners need to be Aware Of’?
2. Call us for a Free Consultation this week.

For you information # 1 had 82 characters without spaces. #2 had 37 characters. Isn’t it interesting that the longer head-line got your attention? Could it be that it appealed to a specific clientele? Could it be that it had enough words to keep your attention?

Twitter may be useful but is it really effective in promoting what you do in your business?