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GETTING CUSTOMERS


THE FOUR PARTS

  • Know your Customer’s Character.
  • Know your Competitors & your Advantages.
  • Think through Winning Tactics…and Apply.
  • Measure Effectiveness and Replay.

THE SECRET TO WIN

  • THINK like your customer.
  • KNOW your competitors better than they know themselves.
  • Never stop trying new things.

KNOW YOUR CUSTOMERS

  • What’s their character?
  • Lazy, silly, rich, gullible, young, old, one-time-buyer, engineer, spend thrift, professional, making 20K per year, millionaires, a business, … etc.
  • What do they like best? Dislike?
  • What will they react to?
  • What gets their attention?

KNOW YOUR COMPETITORS

  • What are their strengths?
  • What are their weaknesses?
  • What haven’t they thought of?
  • How do you compare?
  • What will competitors do to thwart you?
  • What will be your reaction?

OUTREACH APPROACHES

  • OLD: Business cards, Phone Calls, Visits, Direct Mail. They still work.
  • NEW: Electronic media to do same thing.
  • Email surveys and ads.
  • Web pages - think viral videos to get folks there.
  • Asking clients to email 2-3 friends…and so on. Etc, etc.

DRAW CUSTOMERS TO YOU

  • Discount price on key product by 10% for 4 months - better pricing.
  • Offer a free (low cost to you) give-away with each purchase - more customer sensitive.
  • Free TV drawing for registering name and email with you.
  • Product of month featured on home page. etc.

TRACK AND ADAPT

  • Measure all actions you take.
  • ASK Customers what drew them in. They like to tell you.
  • Isolate the most effective tactics over 6 months.
  • Keep the “winning” tactics
  • Set aside the losers.
  • KEEP a list of potential tactics !
  • Keep adding to it.
  • Keep trying new ideas…never stop.
  • Easy does it. One-at-a-time.

PRACTICE GEOMETRIC OUTREACH
Outreach Examples:

  • Mail existing customers.
  • Have them email 2 friends.
  • Begin again and repeat the approach.

THE ESSENTIALS

  • Know how to disarm customers.
  • And how to nullify competitor advantage.
  • Distinguish yourself.
  • Adapt continuously.
  • Try different things - and retry.

MORE INFO
www.scorecr.org/library/
www.scorecr.org


Dated January 31, 2010 Topics: Marketing and Sales

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