My daughter and I regularly attend a particular beauty parlour in Caversham. I’ve been friends with the owner for over five years, as well as frequenting her business, so why have we been this faithful over the years?
The first thing that strikes us (apart from the fact that everything is purple, a first-rate colour choice) is that everything is geared up to the customer. The friendly smile from the receptionist, drinks on arrival, and when it’s our turn my friend bustles us into her treatment room immediately inquiring about the result of the event we had discussed the last time we were here.
Time is taken so that the treatment is not rushed. The conversation is always geared around our interests, and I particularly noted how my friend immediately slotted into the correct mode of communication with my daughter, speaking her language and acting as a good listener or ready give advice wherever needed. And since I pay for both my daughter and I, one of the treatments is complimentary.
What shouldn’t be done
So many businesses don’t understand that they take second or even a lower place where the customer is concerned. Looking at the About pages in their website (if they’ve been properly written) you’ll probably find they prattle on about how brilliant the business is and what it does. These sort of business owners are more likely to turn you off by delivering boring, self-centered elevator pitches, dominating any 1:1 opportunities, and thrusting their business card under your nose without bothering to look at yours.
Wake up to the 21st century
But now it’s important to progress further with marketing and sales by understanding that the customer is king, and everything needs to be geared towards that. Any communication, whether off- or online, should not say anything about the company at all. All references should be made concerning the customer, their needs, desires and wants, what benefits they could be getting, and the results from those benefits or products provided.
The language used should always reflect what the customer wants to hear. Sometimes you don’t even mention the product’s name, as that is not as important as much as the problem it solves and how it makes the customer feel after they’ve experienced it – in fact, the positive end result is the first thing you should be concentrating on and publicising from the beginning.
Use selfishness to your advantage
Customers are notoriously self-centered (like the old fashioned business owners), so why not take full advantage of this? By pandering to their desires, making them feel special, providing added value and something for nothing, you’ll turn their heads into your direction to take more notice of you. Anybody will react favourably if they feel the centre of attention, and all their needs are met immediately.
Therefore how you promote your business should be totally customer and positive result biased. Your website’s homepage should present the benefits or whatever the customer is looking for, rather than show the products or services on offer. If the customer immediately relates to what they can get from you, and totally desires or needs it, then they will look for the product or service that provides that benefit, feeling, lifestyle or whatever.
Why isn’t this done from the beginning?
I find this is particularly true when you dig deep into a business through the opportunity of a 1:1. If they had marketed the end result of their business from the beginning, you wouldn’t have needed to ask so many probing questions that revealed the most interesting and unexpected answers. Sometimes there are many benefits that are not obvious from the outside, but could easily be promoted in the top layer if they had been more customer focused, and could easily have drawn in a much larger audience and customer response.
About the author:
Alice Elliott is a digital marketer and blogger, who runs the Fairy Blog Mother, an educational website resource that trains, explains and creates awareness about blogs. Find out what she can offer you regarding blogs and digital marketing at http://fairyblogmother.co.uk