Do you ever wonder why the prospects on your mailing lists and in your locality do not buy from you?
Maybe this story will help.
Sally owns a flower shop and takes great delight in helping customers buy flowers for their partners, for weddings, for Valentine’s day and all the events people tend to buy flowers for. Between events, she struggles to find any customers and the footfall into her lovely, scented haven is few and far-between.
Sally, like many business people, decides to look into doing a few more marketing campaigns to try and attract more buying customers. She reads a few books, watches a few videos on YouTube, signs up to a few business guru’s mailing lists, and proceeds to try things out.
She decides to buy a mailing list and try her hand at direct mail in the neighborhood around her shop. All seems well, except the phone does not ring much at all. In fact, the only people that seem to call her based on this direct mail campaign are a few ladies complaining about receiving the letter and discount voucher. They all seemed to think that Sally had assumed that there was something wrong with their love life.
Sally wonders what went wrong. She does not know so she does not bother again and sticks with doing what she does well—serving customers when they walk in and asking (more like, begging) them for referrals. They all agree to help but seem to forget the moment they leave the store as nothing much changes over the next few months.
What could Sally have done differently?
It would seem that she did not understand the buying motives of her customers, leading her to send a form letter to everyone and insulting prospective clients in the process.
Being in touch with the underlying concerns of your client base is absolutely essential when it comes to your marketing. You need to really understand why your prospects tick and what actually causes them to buy from you.
What looks like a straightforward buy to you, because you are completely enamored with your product or service, may not be as straightforward to the buyer. Figuring out what is going on in their mind is absolutely essential.
Make time to audit and survey your customers and clients regularly – Your business and your marketing money depend on it.
Remember, what you are selling may really not be what they are buying.