Do you REALLY know why customers buy from you?

Do you REALLY know why customers buy from you? Let’s not avoid the obvious. Find out why customers buy from you. It amazes me that business owners depend on people they know for real intelligence about their customer. A typical owner seems to hang out with friends and associates. The information they share is based on their perceptions - not on reality. I used to work as an employee; I found that when we had meetings about customers, the participants offered suggestions based on their perceptions. This information did have a truth to it but it was highly subjective or disoriented. Real Example: I did a rejuvenation program for a retail service business with multiple locations. The five person management team believed that the main reason customers came to them was because of their corporate discounts and points programs. This is where they spent their advertising dollars. I conducted a rejuvenation programme that focused on all aspects of their business. The results were interesting. The main reason customers came was because of the convenient locations and customer service that exceeded competitors. There was NO interest in discounts and points programs. Over 90% indicated that they wanted contact by this company to book business. Exercise: Plan to meet with a customer a week and find out why they like you. Plus, ask where you can improve. Create a journal of your findings for your next meeting. It would be interesting if all your staff did the same thing. Build Trust: Make a note of who responded to your e-mail requests. They are interested in helping you. They get an extra star – make sure they are on your holiday greetings or birthday card list! I have been in this marketing business for a long, long, long time. There is no such thing as a market. There is only one person at a time. Group advertising sales are for businesses that have the big budgets. Do you have a big advertising budget? To your $ucce$$ Bob Cassels Accelerate and Maximize your Results These paid programs are available via one-one one or group coaching by telephone or in person: Referral Bootcamp 4 week program - Basic fundamentals to get started - $99 for members ($120 for non-members) 8 week program - Building on the basics, this program goes in-depth and fine tunes techniques specific to your needs. $198 for members ($240 for non-members) Individual Coaching - Call for a free asssessment of your needs so we can design a custom program together. Half Day or Full Day Seminars available at your place of business or your convention. Referral Bootcamp follows the outline of the 21 day challenge and goes both deeper and more individualized in these programs. View Details Your Subscription: Change your subscription Cassels Marketing 72 Ross Street, Suite 7-08, Barrie ON, L4N 1G3 705 721-0727 http://www.mrbob.ca