marketing from your customers' perspective
TRANSCRIPT
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Marketing From Your Customer’s PerspectiveHow to Improve Your Own Marketing Message by Thinking Less About
Yourself and More About Your Customers
Reward and Incentive Programs
10 steps to •Adding value to your customers•Improving referrals and sales•Solidifying your customers’ loyalty
Are you guilty of?
• “I just need something to hand out at job sites. Do we have any pens?”
• Sending brownies as a holiday food gift – even to the Diabetes Center.
• “Let’s put a glossy version of our mission statement on the back of this business card.”
• Posting, “<3 this weather!” on your LinkedIn or Twitter feed.
Then you might need to take notes.
Customers say, “I don’t want a salesperson who sells to me how they sell. I want a trusted partner who I
buy from how I buy.”
1) The Golden Rule of ALL Networking: Be more interested than you are interesting
Ask questionsDo your homeworkAsk more questions
2) Create Your Personalized Marketing Plan
Even if your company doesn’t have one – you should.
Include: •Your goals•Your target – Ideal Profitable Customer•Your value proposition•Your budget•Your timeframe
3) Who is this ‘Ideal Profitable Customer’?
An example of, “Do the same things and get the same result.”
Who is the customer you already work with as a trusted partner? •Industry•Profile•Revenue•Number of Employees
4) What about this ‘Value Proposition’?
Why did that stellar customer decide to do business with you?
Not sure? Ask them – What is it that you do that keeps them coming back?
The details are important:•How do they like to be contacted?•How often?•What results are important to them?
5) Determine a marketing budget• Use a guideline set by your company• Not sure where to start – use the Rule of 10%
Determine the value to you in real dollars of a new customer/10%
X the number of new customers you need (Quota? Personal Goals?)
= Your Marketing Budget
6) They call it a Marketing Plan for a reason – Plan with your customer’s goals in mind
• Fail to plan = Plan to Fail• Determine a plan for getting/keeping in touch with
your customers • How much time do they have to see you?• How often do they WANT to see you?• How do they want to see you?• Are they online? Where?
Ok, now you’ve laid the foundation.
It’s time to really put yourself in your customer’s shoes
or, in your case
Their workboots.
7) Be…Consistent
• Break your plan into ‘touches’• Stick to your plan• Stick to your message
8) Give…Value
• Don’t be wasteful in your giving • Give something useful• Give with variety• Give with your customer’s needs in mind
9) Get…creative
Inventive ideas get remembered
10) Use New (Social) Media
There was a time when early adopters paved the way. With Social Media, if you’re not an early adopter, you will be left behind.
The small word of social media can be a big advantage•Promote your customers with referrals and testimonials on LinkedIn or other social media sites•Mention them on twitter•Like them on Facebook
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