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Fire Your Customers
It's time to thin the ranks and fire some customers. That's right, can 'em, send them packing and tell them their business isn't welcome here anymore. Sound crazy? It's crazy if you don't! Why would anyone fire a customer? Simple. It's costing you...
Hit The Jackpot With Customer Complaints
Copyright 2005 Cutts Group, llc Our most powerful instinct is to avoid customer complaints, but they may be the best thing that happens to your business. Here’s why... Marketing research shows that only 1 out 50 unhappy customers take the time...
How to Walk the Floor and Talk to Customers
This may seem a strange topic to introduce. Yet, it is the most under-used skill by many retail managers, but one of the most important roles in their supervision. 1. You Are the Maitre of Your Business Your role is take that of a maitre...
The Customer is ALWAYS Right! ALWAYS?
Unfortunately, no business is exempt from dealing with irritate customers and clients. We all want the ideal outcome with boths sides being satisified and happy. There are a few key steps that will lead us to that point of resolution. The first and...
What the Taco Bell Manager Taught Me About Customer Retention
I didn't plan to get a marketing lesson. I really just wanted a steak chalupa! But as I went through the Taco Bell ordering line, my day took an interesting twist. I've always been one to give compliments when they were due. So, after receiving...
 
A Practical Method To selling Customers What They Want

You may publish this article in your ezine, newsletter on your web site as long as the byline is included and the article is included in it's entirety. I also ask that you activate any html links found in the article and in the byline. Please send a courtesy link or email where you publish to: support@multiplestreammktg.com

------------------------------------

A Practical Method To selling Customers What They Want By Abe Cherian Copyright ? 2005



Almost all of the marketing and referrals we see is based on a numbers list of what you think prospective customers should care about. This is probably why no one responds. Just in case you can't figure out why the numbers game creates no curiosity, and therefore no response in most cases, is due to poor ads and not targeting your market.

Thinking about how you promote your business is the first and foremost objective you should be doing. You must get rid of the illusion that your products, services, or company, or self, are so good that people will be compelled to read about them. The fact of the matter is that no one cares.

It is still a mystery to why we are all trained to believe that, because we think we have such wonderful ideas, and the "best company," and so forth, that everyone is concerned. Anyone who has tried to impress someone with bragging knows that is one of the fastest ways to turn people off.

Try walking up to a complete total stranger and start the conversation with, "Hi. I just wanted you to know that my company has the best track record over the last three centuries, and that we offer more services than anyone else. As a matter of fact, I have been in the business for three decades, and have won every award my company has How about pulling your checkbook out, and writing me a check for this product".

After the person brushed you off, you might have wondered what went wrong. Is that the kind of phrase that gets people to buy? Could it


really be that no one wants your company's products or services? Is it possible that your interrupting someone with your pitch was unwelcomed? Can't this person see how important it is to have a proper representative? What other company could possibly help people as much as I can?

Not hardly. It might just be your fault. You see, there isn't any law that states that people must think about you, and they won't until they are ready to. So why does everyone send mail, or make calls, or send emails, or run ads that assume prospective customers have been waiting for your pitch? Because that's what you have been taught to believe. For example, have you ever sent out postcards for your product or service that said something like this exterminator said:

(Dear Resident, Owning a home is a mixed blessing. It's probably your greatest asset... and your greatest expense. As an experienced exterminator, I can help protect your home's valuable wood and foundations with professional exterminator treatments. With my services, you'll feel more comfortable living in the house you own...)

These types of marketing pieces are not affective. Here's why. Because you are assuming that your prospective customers care. Because you are assuming they think like you. Because you are saying nothing different. Because you are bragging about yourself without displaying any empathy. Because you are not attracting attention. Because you are stimulating zero curiosity or interest. Because you are trying to convince people of something they don't believe.

If you are interested in getting responses, you might want to try to understand what it is that your prospective customers do think about. Try to get a real handle on what they feel and what they want.

About the author:

Abe Cherian is the founder of Multiple Stream Media, a company that helps online businesses find new leads and more customers without spending a fortune. http://www.multiplestreammktg.com

 

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  • why hasnt customer service improved despite the profusion of databases and technology

  • why providing excellence in customer service is essential to every business

  • why public relations doesnt just happen

  • why small business must turn to pr

  • why you must build a customer list to prosper

  • winning customers over the phone

  • winning customer experiences

  • winning the loyalty of your customers

  • work at home business ideas

  • work from home and make more money

  • wrapping yourself around the customer

  • writing the book on great customer service

  • your customers are more than a number

  • your diamond mine the lifetime value of your customers

  • you must build a customer list