Finding the Right Customer, Thinking Like that Customer
Posted on 30. Oct, 2008 by Trond in Creative Business Online
The end game is sales. Yet how do we, beyond the three tier emotion to desire to action levels, find the right customer and then think like that customer? More customers means more profits, right? Actually, you want the right kind of customers, the word much more apt to turn you big profits. Repeat customers. First, let’s find the right customer.
Finding the Right Customer
This means going into a field knowing you will reach an audience and therefore a buyer. Everything is show until the buyer actually decides to buy the ticket. There are several methods for getting this right customer:
- Be charismatic, sell personally to them via emails.
- Be formal and businesslike, which works well for B2B creative businesses.
- Set high prices for products true values to you.
Now let’s go into more detail on each of these facets of the online creative business. Being charismatic simply means appealing to the customer as a person. You send an email with company letterhead, but the first story you tell is the one you hope will make the buyer relate to you. You can be formal and businesslike, forming a different kind of bond with the buyer. This shows professionalism: you get right down to business. Then, interestingly enough, you see who your TRUE big buyers are. You sell an ebook or report of 20 pages not for a few dollars, not even $10; you sell it for $30. This is useful, because you see the demand for your products on the one hand, while also seeing who the big spenders are.
Gaining Repeat Customers
If you are selling that report for high margins, it better be good. This is the art of the repeat customer, the one client who can and will push your creative business far into the black. This means sending out free emails occasionally, offering special online coupons, and more than anything, informing this buyer on the market itself. If it’s a B2B market, a free report every few months makes sure the buyer remembers you. In this day and age of billions of items being bought, and millions offered for free, it’s easy to get lost in the shuffle. Be constant in explaining you still exist, still are the expert, and want this customer’s business.
Thinking like the Customers
The end of all this is to think like the right customer, the repeat customer. It means valuing what he/she values. If you’re selling a product families are apt to buy, think like a family man. Sound simple? Creating a buyer profile is square one, whether you decide on hiring out for marketing purposes or not. This is why an email campaign often works well, because you get to see who’s truly interested in your services.
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