How to get to know your customers and make sales.
We’ve all heard the saying “People BUY from People” which really means that we buy generally from people and businesses we like and trust. So turn that phrase around a little and logically becomes that People and Businesses must SELL to People. Because the sale is much easier if the buyer knows and trusts you already.
Indeed it’s not just the small business sales, the big firms do it too. Think of Tesco ClubCard and those very special coupons that come in periodically – just for you, just the products you use every week with the occasional wee tempter for something new. You trust their judgement because they are saving you money on all your regular favourites.
Another BIG company example had to be the Coca Cola one a few years back where they had first names printed on bottles. Even if you aren’t a Cola drinker, did you still look for your name on the display at the side of the till. It’s human nature to have a wee ‘vanity’ check for your name.
Amazon are BRILLIANT at this with their Recommended for You section. Or the People Who Bought this also viewed……. do you look at this?
Now hold onto those thoughts…… all will become clear.
When you are asked who you are selling to or who your product or services is for, how often do you say “any business” or even worse “everyone” As a small business, and indeed any business, you can only sell to one person or group at a time. So who are you going to sell to. You need to know who you are going to sell to so you can pitch correctly and reach out to them with the knowledge that they are possible customers. This is when profiling your customers is essential. And here’s how to do that:
This can be difficult if you are a brand new business without any customers. If this is you, use this methodology with your ideal client in mind.
For existing businesses who think this is too daunting a task, start off with your top 5 favourite clients. The ones that when the email pings or the phones rings and it is them, you are delighted it’s them and happy to chat. It doesn’t have to be the biggest spenders.
Don’t worry if some of the questions seem too personal, you need the information and it is only for your eyes. It’s been used, proved and highly effective
1) What age are they roughly. Over 20’s 30’s ….60’s
2) Where are they likely to live
3) What do they listen to and read
4) What do they read
5) What are their hobbies
6) Where do they go on holiday
7) Where do they work and what position do they hold
8) Where do they socialise
9) Do they network
This list is not exhaustive and if you start to work this way, you may well add more into this that is relevant to your business.
But why is this information important? Let’s see how this unfolds.
1) Knowing your clients age group is important for
- Target marketing and paid for ads on social media
- Judging their social media, hobby, reading, leisure etc. habits
2) Where do they live
- Target marketing for social media
- Do they commute to work? If so how and do they have time to read articles in the Metro for example
- Will they have good broadband = lots of internet activity
- Out in the wilds – they might be more likely to enjoy 4 wheel drives and dogs….
3) What do they listen to
- Local Radio or National Radio
- Bands, music genres……
4) What do they read – important to know this in case you are planning a paper based campaign
- Fiction or Fact
- Kindle or Books
- Trade publications
5) Hobbies – a great one this.
- Golf, Bowling, Curling, Tennis,…… join their club or invite them for a game
- Football, Rugby or Cricket – take them to a flagship game
- Dressmaking, Gardening,…….. give them a small relevant item of interest with the “I saw this and thought of you”
6) Where do they go on holiday – fabulous for creating ‘Me Too’ moments (more of which later)
7) Where do they work – location of workplace with where do they live might help with what do they read so where do you get in front of them What position do they hold at work? Decision Maker or Not. If not the decision maker how close to them are they? Rising Star – is this a long term relationship to cultivate. Who else do they know
8) Where do they socialise – easy this one – if they go to the pub on a Friday so should you. They go to Country Fairs? So you need to be there too. They walk the dog, then you should too or at least borrow one. They climb hills…. It’s up to you
9) Do they Network – in reality not many businesses do network and for those that don’t go anywhere else, they might just do Chamber of Commerce. Whatever it is, you must join to.
Now armed with all this information and more, you can build a really strong picture of your client or prospect and start to make Me Too moments. These moments are when you will build rapport which leads to like and trust.
There are lots of great reasons to profile your ideal clients and I’ve just listed a few. Take the time to get under their skin and do your best to understand them. It will pay off many times over.