In this article, as a marketing training exercise, this challenging question will be well answered!
It’s a great question to begin a marketing mindset exercise and designed to stretch your mind and to find easy client acquisition strategies to grow your business.
Below are some answers to the question. Follow along by considering these answers relevant to your business too.
This (training) exercise is more relevant if a business in a specific industry is chosen, so in this example let’s make that a plumbing company.
Continuing on, they (all possible future customers)…
- don’t know the business exists
- are currently dealing with another plumbing company and will use them again in future due to a positive previous experience
- know about the business but chose not to buy from it, having formed an impression about it (that may or may not be true)
- feel the business operates too far away from their location (which can be a perception, not the reality) – they aren’t “local” (i.e. more trustworthy and less expensive for travel time)
- purchased from the business previously and not had a great experience
- assume the business doesn’t ‘specialise’ in the service the plumbing business provides (so therefore may not have the skill-set for a job the client wants done
- feel they are too expensive (from the plumbing company’s website)
- don’t like or didn’t like the company’s website
There could be and there probably are even more reasons why everyone who could buy from the (fictitious) plumbing company isn’t buying from the business, but for this exercise there are plenty of reasons to explore opportunities with.
Each of these reasons now become ways to “see” opportunities, because opportunities are ‘seen’ with the mind, not with our eyes.
Let’s go through of the 8 reasons above to explore each one…
Reason 1 – potential customers don’t know the business exists
This is one of the biggest opportunities for this business.
Local service and especially trade service businesses need to get LOADS of exposure – so people in the area know they exist.
Lack of sheer exposure is what most trade service businesses aren’t consistently growing and generating plenty of leads, sales and customers.
How can a service business gain exposure? With these strategies…
- A website that has local SEO work applied to it – which entails the city mentioned in the page/s Title and H1 tag/s
- set up the Google My Business profile to appear on the Google MAP in search results (and optimising the profile to rank in position 1, 2 or 3 on the Map)
- bus shelter signage
- signage on the backs of buses
- shopper-docket ads (with offers)
- vehicle signage (with more than just a business name),
- a proactive referral strategy (incentives for customers to refer friends),
- loyalty cards (if purchase frequency is over 4 times a year), and even
- letter box flyers (with magnets attached so people keep them).
These strategies would probably all be successful, if (and its a BIG if), they were expertly executed. More often than not a strategy is NOT expertly executed and that’s why the strategy fails.
Reason 2 – People are dealing with another business
This doesn’t mean the customers can’t be lured away. In fact, they usually can because as we all know, the average level of service in this country is “average” at best and mediocre or poor more commonly.
‘Attracting’ potential customers with strong offers is a great way to bring in those people who may be usually use another business they have purchased from previously.
Combine this strategy with the ones above to get the message out of the offer can be a powerful and effective strategy (if executed expertly).
Reason 3 – People have formed an impression about the business previously
This comes down to changing the marketing message – i.e. the text that is associated with the business. This is recommended for all the local offline marketing such as signage.
Signage that just has the name of the business and phone number is an example of a poorly executed strategy.
Signage is best with a headline (where space allows, or can be utilised).
A great headline for (vehicle) signage is…
Here’s Why You Should Call (Business Name)…
Then have bullet points (with a tick as the bullet point), that are benefits…
- Guaranteed to turn up on time, or you’ll get $50 cash
- Guaranteed reasonable prices so you get top value for money
- Guaranteed no mess for you to clean up when our jobs are complete
- Guaranteed no changes to quoted prices or hidden extras ever
These types of bullet points impress potential plumbing customers due to their ‘risk-reversal’ aspect. They change a lot of the perceptions of plumbing companies in the market place.
And with signage, never use ALL CAPITAL LETTERS as they reduce reading comprehension by 67%!
Reason 4 – Prospects feel the business operates too far away
People love buying locally, especially with service providers, often because they believe they will be charged more for the travel time.
This often isn’t the case for bigger businesses, so dealing with this perception is important and beneficial.
It can be dealt with by simply stating with all marketing communication – ‘Our tradies are regularly in your local area, so there’s no charge for travel‘.
This includes signage as well as websites (on the Contact us page, or next to a phone number on the site).
This simple phrase can pick up a LOT of extra sales.
Reason 5 – Purchased from the business previously and not had a good experience
The majority of businesses are not communicating with all their previous customers, and that’s a BIG missed opportunity.
With email its just so easy these days to send out newsletters once a month to all previous customers. By setting up a database in a CRM or emailing platform such as MailChimp is very easy to add new contacts and put them into a sequence of email newsletters sent out once a month automatically.
Here’s an important statistic…
67% of all people who buy from a business, won’t buy from
the same business because of perceived indifference!
What that simply means is, they didn’t have a great experience, and were forgotten about immediately after finishing payment for the service they received.
Following every customer up with an email – thanking them for their business within 3 days in a fantastic strategy that can change the customers perception from ‘perceived indifference, i.e. “satisfactory” service to one of great service.
Its also 6 times cheaper to generate a sale from previous customers than it is to acquire a new customer. Food for thought.
Another great strategy to reduce the future loss of business from customers is to simply phone them a day or three after their purchase to get some feedback and to thank them. This can make a HUGE difference to any business and our clients have often discovered powerful opportunities from customers from doing this. (A Brisbane kitchen renovation company DOUBLED its net profit with one idea thanks to this strategy – expertly executed)
Reason 6 – People assuming the business doesn’t ‘specialise’ in the service
Assumptions are extremely expensive when it comes to business.
Customers can assume things to be true and so can business owners. 🙂
Customers can assume you don’t provide a service that you do, and not call you. That’s a simple example.
How do you deal with this? There are multiple effective ways.
One is to simply be communicating to all previous customers with newsletters, to prevent this happening in future (as assumptions can and frequently occur with previous customers).
Another is to spell out all the specific services a business does. In this example for the plumbing company instead of saying “We do all types of plumbing work – commercial and domestic” the business needs individual web pages with each and every specific type of service the plumbing company offers.
Having a detailed (over 400 words) web page for each and every service is extremely important (and beneficial).
For a lot of reasons, such as it demonstrates the confidence in your services by explaining it in detail, its highly beneficial to Google to assist in ranking your website (web pages need to be over 400 words (including the Homepage) for Google to determine the context of the page).
More words mean, or should mean (if written expertly) more benefits and what defines the business as quite unique and special to the person visiting the website.
All of these are important and valuable reasons to have at least 400 and preferably 1,000 words on each webpage.
NOTE: blog pages need to be over 1,000 words and ideally 2,000 words for the best result in Google ranking results (yes, the length is longer now than previously).
Reason 7 – Feel the company is too expensive
Good communication (i.e. the critical home page and internal page images – as well as the copywriting (text) on every page) is critical to create a perception of great VALUE.
Unfortunately, the majority of website developers often let their clients choose both, or simply copy the poor/old text from their previous website into the new one.
Sometimes, but very rarely does the website contents create a perception of being expensive. In fact, there’s often no real perception being communicated so people ring after visiting the website and commonly start with “How much would (blah) cost?”
A great website with expertly chosen images, and great copywriting puts website visitors further into the buying process. You can see that because when they call they start to talk about when they will get the service carried out, or state “I like your website because…”
By the way, the worst thing you can do when a person calls your business and asks a question, is to answer it!
You probably know that if you answer a question, you will be asked another, and then another and then finally be told, “Thanks, I’ll think about it and I might get back to you”.
Instead, answer their question with… “Just so I can help you best, do you mind if I ask you a few questions?” You will then receive a “yes” and then you can ask them questions like, “Can I get your name please”, and “How did you find our business”, and then ask more clarifying questions about their initial question and query.
By handling all incoming prospect calls, you will see that a great website with expert execution will make people far more open, friendly and accommodating to talk and answer questions, plus be further into the buying process.
When you implement these strategies, price goes out of the caller’s mind, and VALUE starts to replace it. They start to trust the business and that’s where price isn’t as relevant.
$10 is a lot of money for a coffee, so people have a price in their mind of what they want to pay, however their perception can be changed with good communication (on the website and on the phone). With great marketing and great customer service, people probably would or currently do pay $10 for a cup of coffee (somewhere in the world)!
Reason 8 – Don’t like the company’s website
This is extremely common and is happening in every industry, and there are a LOT of reasons why, not just one or two.
First of all, its important to understand website developers are far better programming experts than they are marketing experts. Their time in training is spent more on learning code and that’s what’s in most of their training.
Marketing takes YEARS to learn, unlike website development. Years and paying to learn from a dozen or three dozen other world renowned top markers, combined with years of testing concepts is how you start to become great at marketing.
However, a website developer can learn WordPress themselves from one course and start a business selling website designs and yet still know very little about the subject of marketing, and probably never will.
ALL great marketers measure the results of their own marketing (either paid for, or written/designed themselves).
Even the top marketers pay other marketers thousands of dollars to do their marketing for them, because its just such an extremely technical almost infinite subject to learn.
What all this means is, 95% of ALL websites are missing key “marketing” fact-proven design ingredients, and the poor business owners doesn’t ever know it.
And the price of the website has little to do with effectiveness of design.
Take this website homepage of Masters Hardware…
You’d think this was a business selling clotheslines, not a national hardware chain backed by a billion dollar company!
Don’t assume that public corporations have great websites, in facts assume they don’t, because there are very few (less than 5%) websites of billion dollar companies that are excellent in design and function.
A great website “warms” people up, so that when you great them professionally and friendly, they start to trust you very quickly and price is no longer their highest priority – trust is.
By combining ALL of the above strategies above, its not uncommon to see (clients’) businesses MASSIVELY increase not just their income, but also their profits because they generate more sales at higher prices.
If you’re wondering how to rapidly and dramatically increase sales and profits in your business start to look at the execution skills of all your marketing (and selling) techniques.
The best way to learn execution skills is to invest in digital marketing course training.
Training is very inexpensive. Ignorance can cost you $50,000 to $200,000 a year in what you’re not making by not having the skills.
Why do you, the business owner need training?
Unfortunately because 95% of ALL marketing is poorly executed. The more you learn about marketing yourself, the more you will see the overwhelming evidence of it.
Best of all, when you have been trained, you will avoid paying for marketing in future that just doesn’t work, and see rapid improvements in your marketing, that in most cases you can do yourself in-house.
Yes, in-house in minutes or hours.
If all this makes sense, and you’d like to consider inexpensive training, the best investment you will ever make is in the Marketing Fast Track workshop training. It’s the ONLY digital marketing course online that covers the most common and effective strategies for online marketing with top level execution secrets.
And success in growing your business is all about execution!
If you’d like to know more call the office, or contact us for a chat about your marketing.