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Who Is Your Best Customer?
Posted by Bud Abraham
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Re: Who Is Your Best Customer? November 05, 2003 05:41AM |
Registered: 17 years ago Posts: 382 |
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Re: Who Is Your Best Customer? November 05, 2003 05:43AM |
Registered: 17 years ago Posts: 751 |
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Re: Who Is Your Best Customer? November 05, 2003 05:48AM |
Registered: 17 years ago Posts: 1,838 |
<HTML>Suze Orman says never ever do a prepaid burial. The money you will earn in interest (with the money you would've spent on the burial) will earn a killing fron now until you die. How morbid, prepaid burial.
I'm going to do direct mailing definitely. I thought you could only do it with ValPac.
Thanks for the idea guys.</HTML>
Take care,
Brian
Precision Auto & Marine
Learn to detail boats! Visit www.detailtheboat.com
I'm going to do direct mailing definitely. I thought you could only do it with ValPac.
Thanks for the idea guys.</HTML>
Take care,
Brian
Precision Auto & Marine
Learn to detail boats! Visit www.detailtheboat.com
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Re: Who Is Your Best Customer? November 05, 2003 03:09PM |
Registered: 17 years ago Posts: 435 |
<HTML>I am a fool. I DO respond to letters that have been addressed to ME...now if the letter contains information that I need, it is kept or acted on right then.
Bud and Robert are right, direct mail works enough for it to continue. My failure to accept the truth does not chnage the truth. it simply keeps me in the dark.
The problem is not direct mail but the taget of the mailer and it's window dressing. If one throws away the stuff that does not interest them, those are the ones that loose out on discounts, giveaways and the like. People even throw away thier own winning lottery tickets never knowing they won. just assuming the same ole thing.
Doing the 3 percent retrun rate which is typical of direct mail, the math still works out if you do a mass mailing to the right zip code. The idea is to get MORE cutomers...period. If those customers turn out to be loyal, all the better.</HTML>
Bud and Robert are right, direct mail works enough for it to continue. My failure to accept the truth does not chnage the truth. it simply keeps me in the dark.
The problem is not direct mail but the taget of the mailer and it's window dressing. If one throws away the stuff that does not interest them, those are the ones that loose out on discounts, giveaways and the like. People even throw away thier own winning lottery tickets never knowing they won. just assuming the same ole thing.
Doing the 3 percent retrun rate which is typical of direct mail, the math still works out if you do a mass mailing to the right zip code. The idea is to get MORE cutomers...period. If those customers turn out to be loyal, all the better.</HTML>
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Re: Who Is Your Best Customer? November 05, 2003 03:27PM |
Registered: 17 years ago Posts: 3,550 |
<HTML>You are correct Phil, the glass is either half full or half empty.
There is no comparison between the replies you get from a direct mail campaign and an ad in the paper or magazine. The results are much higher, even if they are low (2% or 3%).
The thing one has to keep in mind is that the more targeted the mailing the better response you will get.
For example, if you mailed 10,000 mailers to people with incomes of $35,000 or less how many replies for detailing would you get?
Conversely, if mailed 2500 to people with incomes of $100,000 the response would be numerically better, maybe even percentage-wise too.
And, what you say is critical. The people who know about detailing and may want it done are apt to respond simply because you tell them you are around. You do not have to offer them any special discount or coupon.
I have found that this type of customer does not "clip coupons." They do not carry a 2 for 1 dinner coupon or run around town looking to save 2 cents on a gallon of gas.
To many small business people who are in the middle class or come from the middle class and still hold those values, project. That is, they think their customers think like they do.
You have to put yourself in the shoes of the customer you are trying to attract before talking to them. You need to talk their language. That is what marketing helps you do, determine who to target; why they would buy; what to say to them and where to find them.
Then you can advertise. If you advertise before answering the marketing questions it is wasted effort and money.
Bud A</HTML>
buda
There is no comparison between the replies you get from a direct mail campaign and an ad in the paper or magazine. The results are much higher, even if they are low (2% or 3%).
The thing one has to keep in mind is that the more targeted the mailing the better response you will get.
For example, if you mailed 10,000 mailers to people with incomes of $35,000 or less how many replies for detailing would you get?
Conversely, if mailed 2500 to people with incomes of $100,000 the response would be numerically better, maybe even percentage-wise too.
And, what you say is critical. The people who know about detailing and may want it done are apt to respond simply because you tell them you are around. You do not have to offer them any special discount or coupon.
I have found that this type of customer does not "clip coupons." They do not carry a 2 for 1 dinner coupon or run around town looking to save 2 cents on a gallon of gas.
To many small business people who are in the middle class or come from the middle class and still hold those values, project. That is, they think their customers think like they do.
You have to put yourself in the shoes of the customer you are trying to attract before talking to them. You need to talk their language. That is what marketing helps you do, determine who to target; why they would buy; what to say to them and where to find them.
Then you can advertise. If you advertise before answering the marketing questions it is wasted effort and money.
Bud A</HTML>
buda
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Re: Who Is Your Best Customer? November 05, 2003 09:13PM |
Registered: 17 years ago Posts: 894 |
<HTML>Bud, Im really glad you are a part of this forum and the detailing industry in general. I had some doubts about you in the past, but in the past few months you have sort of won me over. I really appreciate the work you do here because to us, the technicians, like in the E-Myth Book, need this sort of coaching because most of us are die hard detail junkies who love detailing and not the business side of things. Which by the way was a great insight into all of us for you to see what skills we are lacking, marketing being one.
I also appreciate all the negative comments toward direct mailings. Its always nice to weigh both the good and bad side of things before plunging into something that could cost you. In my area I am going to try direct mailing. I think it depends on the area your in. My area the people really like local businesses and for the most part they like quality and people they can trust.
All of us fit into a special market niche and we need to fill it comletely before its too late. Just my 2 cents.</HTML>
I also appreciate all the negative comments toward direct mailings. Its always nice to weigh both the good and bad side of things before plunging into something that could cost you. In my area I am going to try direct mailing. I think it depends on the area your in. My area the people really like local businesses and for the most part they like quality and people they can trust.
All of us fit into a special market niche and we need to fill it comletely before its too late. Just my 2 cents.</HTML>
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Re: Who Is Your Best Customer? November 06, 2003 05:10AM |
Registered: 17 years ago Posts: 435 |
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Re: Who Is Your Best Customer? November 06, 2003 06:00AM |
Registered: 17 years ago Posts: 1,838 |
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Re: Who Is Your Best Customer? November 08, 2003 12:35PM |
Registered: 17 years ago Posts: 102 |
<HTML>Hello everyone, I actually thought that this thread had some real learning potential but it seems to have ended with no real results. I am sure, like myself, all have tried a number of different marketing concepts and found some that worked and some that did not. I have done the direct mailings as suggested by Bud in his initial response many times and had excellent results by targeting very specific groups and actually hand writing the letters and hand addressing the envelopes. I have purchased some lists from a local firm and developed others from customer referrals. I have found that if the targeting is very specific that the results can be as high as 43%. This works well but is very TIME consuming!! I have found that the door to door "meet and greet" I described in my original posting to work just as well and since I am already in the neighborhood doing other jobs, or it is a rainy day with little productive work to be done it is less time consuming. I have also tried newspaper (poor results), Radio (good results......but not cost effective unless you develop the new customers into regulars). Yellow pages (poor) but I continue with this ..........I sometimes wonder why? I also do less and less marketing as time goes by simply because I already have and all the customers I can fairly and efficiently take care of. I rarely loose a customer unless they move, drop dead or "I" do something really stupid(I am human and do make mistakes). I really feel what marketing technique to be used has to be based on how much business you want to develop and the type of customers you are trying to develop. Being a mobile detailer with one helper I have found that I can make a very good living without spending a lot of time or money on marketing. Referrals, referrals, referrals seem to to keep me busy and replace the occasional lost customer. I would be interested in knowing and think it would be a learning process for all to learn 1) Who others consider their best customer and why, 2) What marketing ideas have been used and the results, 3)and to see what others do when they literally have too many customers and too much work(this has at times been a problem). I might add that I am retired military and my wife is an architect so the detailing business is more to keep me busy and out of trouble 
))))) (as my wife says) and because I really enjoy doing the work and meeting new people and not so much for the income though it has proven to very, very profitable. This was a great idea for a thread...Thank You Bud!!!! but I feel we need some more participation and further information from each other to make it truly worthwhile and profitable to all. Take care and Happy Detailing to all. Ron</HTML>
))))) (as my wife says) and because I really enjoy doing the work and meeting new people and not so much for the income though it has proven to very, very profitable. This was a great idea for a thread...Thank You Bud!!!! but I feel we need some more participation and further information from each other to make it truly worthwhile and profitable to all. Take care and Happy Detailing to all. Ron</HTML>
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Re: Who Is Your Best Customer? November 12, 2003 03:19AM |
Registered: 17 years ago Posts: 634 |
<HTML> Just a brief note on what Ive done recently for my detailing business in the way of advertising.
One thing I did that I LOVED was I set up a booth at the local home, garden, and patio show. Even though the show is called the "home" show ALL kinds of compaines have booths there. Car dealers, carpet cleaners, computer salesmen, fine jewelers, and the list is almost endless with the types of companies who were targeting upper middle class homeowners.
I got the idea after Turboman and I had a conversation a good while ago about conducting detailing classes for the general public. I took the idea of mingling with the general public but instead of doing a class (which I still want to do) I went to the show hoping to drum up a little business by showing people I had technical knowledge and experience to offer. I didnt display ANY prices, I didnt give ANY quote either. I really dont have time to do just every car that comes my way I right now just want to do the higher end autos a few days a week if I can find a way to to so. I planned at the show just to make appointments with the people who had nice rides and I quoted them each spererately at a later date.
I had a little booth with pictures of before and after jobs. I had a car hood I retrieved from a junk yard and I buffed out just half while I left the other side was in its original condition. I had a couple of fenders of different colors done just the same way. The comments and interest in that was awesome. Peopleasked me TONS of questions.
I tried to design things so it would appeal more to the high end car owners and not just the average guys who wants his Buick waxed. hehe
I also had regular drawings once every couple of hours for a free can of wax or some micro-fiber towels or something like this. And the ultimate drawing on Saturday was for a complete deluxe detail good for any car that was a full sized sedan style or smaller. Im telling you guys, this show was a GREAT idea.
I allready have purchased booth space for next year and have plans for a much more interesting and informative display for the booth. What else is cool about buying booth space for the show is the free advertising that comes with it. The show promoters post on their websites your business profile and contact info. They also publicly display a list of the vendors all over the city so in litle ways your small business gets its name out where people can see it. I dont know what size the home shows are like in every towen but around here the shows are BIG and many thousands of people will be walking by your booth.
I invested around $500 in the whole deal and it was worth it. I have picked up some really great regular customers with nice autos who puchase deluxe details regularly. If I didnt allready have a second job I would have been able to do alot more but I just dont have more than a few days a week for the detailing right now. After that show I was turning jobs down and scheduling 3-4 months in advance! It was alot of fun.
I know this post wasnt as deep with advice as some of the others concerning marketing, I really have little good knowledge of marketing. I was just telling what I did recently that was a great experience for my little business.
Best regards,
John</HTML>
One thing I did that I LOVED was I set up a booth at the local home, garden, and patio show. Even though the show is called the "home" show ALL kinds of compaines have booths there. Car dealers, carpet cleaners, computer salesmen, fine jewelers, and the list is almost endless with the types of companies who were targeting upper middle class homeowners.
I got the idea after Turboman and I had a conversation a good while ago about conducting detailing classes for the general public. I took the idea of mingling with the general public but instead of doing a class (which I still want to do) I went to the show hoping to drum up a little business by showing people I had technical knowledge and experience to offer. I didnt display ANY prices, I didnt give ANY quote either. I really dont have time to do just every car that comes my way I right now just want to do the higher end autos a few days a week if I can find a way to to so. I planned at the show just to make appointments with the people who had nice rides and I quoted them each spererately at a later date.
I had a little booth with pictures of before and after jobs. I had a car hood I retrieved from a junk yard and I buffed out just half while I left the other side was in its original condition. I had a couple of fenders of different colors done just the same way. The comments and interest in that was awesome. Peopleasked me TONS of questions.
I tried to design things so it would appeal more to the high end car owners and not just the average guys who wants his Buick waxed. hehe
I also had regular drawings once every couple of hours for a free can of wax or some micro-fiber towels or something like this. And the ultimate drawing on Saturday was for a complete deluxe detail good for any car that was a full sized sedan style or smaller. Im telling you guys, this show was a GREAT idea.
I allready have purchased booth space for next year and have plans for a much more interesting and informative display for the booth. What else is cool about buying booth space for the show is the free advertising that comes with it. The show promoters post on their websites your business profile and contact info. They also publicly display a list of the vendors all over the city so in litle ways your small business gets its name out where people can see it. I dont know what size the home shows are like in every towen but around here the shows are BIG and many thousands of people will be walking by your booth.
I invested around $500 in the whole deal and it was worth it. I have picked up some really great regular customers with nice autos who puchase deluxe details regularly. If I didnt allready have a second job I would have been able to do alot more but I just dont have more than a few days a week for the detailing right now. After that show I was turning jobs down and scheduling 3-4 months in advance! It was alot of fun.
I know this post wasnt as deep with advice as some of the others concerning marketing, I really have little good knowledge of marketing. I was just telling what I did recently that was a great experience for my little business.
Best regards,
John</HTML>
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Re: Who Is Your Best Customer? November 12, 2003 03:32AM |
Registered: 17 years ago Posts: 751 |
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Re: Who Is Your Best Customer? November 12, 2003 10:32AM |
Registered: 17 years ago Posts: 102 |
<HTML>Great idea John, SUPER, FANTASTIC, (very, very clever) and glad it worked out well. Those detailers that live in large cities would probably find this idea to be a gold mine of new customers. I know that in certain cities these "Home/Home and Garden" shows attract not only thousands but 100's of thousands over a 3-4 day period. Even better they are held twice a year (Spring & Fall) in the large metropolitan areas. Thanks for your input and hopefully others will post there various marketing ideas so we can all continue to learn not only the detailing aspects of our business but also the CUSTOMER part of our business........Lets face it , without the customers we have no business!!!!!! We all need to learn to "Work Smart...Not Hard" Have a Great Day, Ron</HTML>
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Re: Who Is Your Best Customer? November 21, 2003 03:59AM |
Registered: 17 years ago Posts: 435 |
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Re: Who Is Your Best Customer? November 21, 2003 06:07AM |
Registered: 17 years ago Posts: 443 |
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Re: Who Is Your Best Customer? October 13, 2005 03:51PM |
Registered: 17 years ago Posts: 1 |
<HTML>RONALD L. DIBLING IS A LITTLE @!#$. I AM HIS FUCKIN DAUGHTER AND HE DOESN'T EVEN KNOW MEEEE!!!! HE HASN'T BEEN THERE FOR ME EVER, DIDN'T COME TO MY GRADUATION, OR ANY OTHER MAJOR EVENT AT ALL THROUGH MY LIFE. WHATEVER HE SAYS IS MOSTLY BULLSHIT. ESPECIALLY THIS:"I might add that I am retired military and my wife is an architect so the detailing business is more to keep me busy and out of trouble..." AND I MIGHT LIKE TO ADD THAT HE GOT KICKED OUT OF THE MILITARY AFTER 19 YRS AND IS NOT MARRIED TO ANYBODY. YET, HE DOES HAVE A G/F THAT IS IN SCHOOL TO BE A ARCHITECT WHOM HE IS JUST USING SO HE CAN GET HER MONEY SO THAT HE CAN SURVIVE B/C THE MAN DOESN'T KNOW HOW TO WORK AND SURVIVE BY HIMSELF. THERE IS TONS MORE BUT I'M SURE SINCE THIS IS FROM 2003 HE WILL NEVER SEE THIS. SAD, ISN'T IT?</HTML>
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Re: Who Is Your Best Customer? October 13, 2005 04:56PM |
Registered: 17 years ago Posts: 641 |
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Re: Who Is Your Best Customer? October 14, 2005 03:57PM |
Registered: 17 years ago Posts: 59 |
<HTML>Biff...
I agree with you... as well as a number of others. Bud also makes some very valid points. Fact is, you are all correct, with the exception of Bud's assertion that direct mail is by far the best way to go. No slam on Bud...because he really feels strongly about his opinion, and that's a good thing.
However, Marketing 101 has changed... and what was mentioned no longer applies across the board. Actually, it never really did... but it worked for academics and direct mail advocates.
Biff, you had it right when he recognized that there are a number of tools available to build your business. You rightly recognized that there is no "best customer" mold... but your philosophy of being "the customer I'm working with at this very minute" keeps things in proper perspective. That says a lot about your attitude... and a very powerful feeling towards customers in general.
As for growing your business, Bud should be applauded for his initiative to sound a wake-up call to some. Okay, his simplistic direction may not fit for many of you, but the motivation behind the initiative has the appropriate spirit.
The question of identifying your "best customer" is an exercise of profiling. In marketing, we routinely use information gleaned from demographics, psychographics, ethnographics and the like to offer greater focus on geograpic assessments. But we also know that there is no universal customer that neatly fits into a general footprint. In fact, your biggest booster may not even own a car.
How do you eat an elephant? One bite at a time!
Same is true with marketing. If you have a market the size of an elephant, the most effective way to achieve your goal is to cut things up into bite-size affordable portions. In marketing, we call it layering. Bud was correct when he used the term "target" because that is how you identify, find and communicate with your audience. However, targeting is much more than simply identifying a market demographic and matching it to a zip code.
As you probably know, you serve a very diverse series of markets within your marketplace. Some may be identified by the car they drive. Others may link with job classification. But mostly, they are categorized by NEED. And with that "need", consumers have matching priorities that impact their buying decisions.
Since this forum's members seem to like the exercise Bud injected, I have another one to try.
Make a list of needs that would require a consumer to turn to you for help. The longer the list, the better. Once you have a fairly comprehensive list, break it down ever further... to a micro-list with sub-categories. Maybe sex, age, circumstance, etc.
Okay, once you completed your list of needs, you now have your aggregate "best customer". Great exercise, you say... but what do I do with the list?
Remember the way you eat an elephant? Same is true here.
Biff, you had it when focusing on the importance of the individual customer. You have an image. You created it when you opened your doors (front door or truck door) and started doing business.
You see, here's where Bud fell short in his explanation. You aren't selling detail services, as he rightly pointed out. Instead, you are selling solutions. Consumers have needs... and you provide solutions.
Your first marketing assignment is to decide and quantify you abilities, service capabilities, and limitations. You should decide what it is that you do... or are willing to do... in your role as an automotive appearance-care specialist. Once done, you can then decide and quantify the scope of your services. After that, your pricing.
You've identified the "needs" of the consumer. You've attempted to job-match what you do to accommodate consumer needs.
Here's the next challenge.
How do you DISTINGUISH YOURSELF FROM ALL OTHERS? How you look, sound, walk, speak, drive... and a lot more. Fact is, YOU are what you're selling. YOU need to be the answer to filling the needs of your targeted consumers. Until you've packaged yourself properly, you really are not ready to market your business.
Once you deal with your IMAGE, and can clearly distnguish yourself in a bunch of competing detailers, only then should you move forward with any marketing event. If anything else exceeds your own personal image, you've done something wrong. Price is a weak substitute. You are selling YOU!
Next, turn to the bite-size pieces in your list and speak directly to them. If it's a job classification that has a need for your services, and you're dealing with... for example, a real estate agent, then you identify that bite-size profile and cater to the specific needs of that aprticular market.
Understand that the most effective form of advertising is not direct mail. It isn't television or radio. Not even newspaper.
The most powerful form of advertising is WORD-OF-MOUTH. Again, that is on page one of marketing 101. A comment or recommendation from a real live person endorsing your services offers the most influential impact to others. And, it's FREE!
The realtor you just served works with hundreds of other real estate professionals, all of which use their cars as part of their business. They know the value of a distinctive image, which is why they chose to have their vehicle cleaned & detailed. Why not make them one of your growing audience of "raving fans". As you deal with them as customers, also realize that they can be your personal ambassadors out in the real world. They interact with other real estate people... as well as consumers who also need your services. Educate them and build a warm relationship that distinguishes yourself from all others. Encourage them to help you grow, People enjoy helping others who they genuinely like.
I'm attempting to focus on the steps you should consider before you start any marketing initiative. It is all about YOU and your business image and identity. Here's an old and very true business adage: YOU NEVER GET A SECOND CHANCE...TO MAKE A FIRST IMPRESSION. That's why I've taken you down this road. Once done, you are ready to promote yourself.
Recognizing that real estate is one of your target audience with "needs" for your services, you start recruiting what will be a growing number of raving fans. (You may find reading the book "Raving Fans" enjoyable.)
Okay you now understand the value of word-of-mouth advertising. It's powerful... and FREE. Right along with word-of-mouth advertising is public relations. That, too, is FREE advertising, although it involves some work. It may result in your name being mentioned on the local radio, in a local newspaper, or direct referrals from fellow businesss people. It involves putting yourself out there, shaking hands and discussing what you do with others within your community. Maybe the Chamber of Commerce, or a local organization or school function. Or you may choose to join a networking group in your area whereby everyone helps one another build their busines by referral. You, hopefully in your clean uniform... complete with logo, can build relationships with others who will use the same informed "raving fans" word-of-mouth promotion of YOU.
As for the more formal marketing we spoke about earlier, now that you've provided the necessary foundation of "who you are and what you do" you are ready for the next step: advertising.
Advertising is simply paid promotion. Public relations is free promotional exposure, usually via local media.
Advertising encompasses all paid mediums; print, broadcast, specialty, etc.
We recommend to all of our clients to take their consumer "needs list" and begin to sort and categorize them in a variety of ways. Small bite-size groups called niches. Porsche owners. BMW owners. Mercedes owners. Car club members. Sun-categories: dark-colored paint. Two-seaters. Convertibles. Create a databank of lists with names, addresses, phone numbers, etc. Real estate professionals. Sports celebraties. Media personalities. Car-pool Moms. Dog owners. You get the idea.
Once these lists are categorized, grow them. build your lists. Once done, format your advertising specifically to their particular needs. develop a flyer that speaks to their needs. The flyer can be hand-delivered, mailed, posted, and even reprinted as an advertisement in a publication. Each niche has a very distinctive value, and most consumers fall into many different groups. That's fine...because redundency is powerful.
Now, you are ready to exploit the lists. Target each and every one of the groups. Use direct mail, but avoid broadcasting via zipcode. Instead, be much more precise. Our clients can easily find and identify hundreds of potential clients with a simple click of a computer key. They are positioned to capitalize on the full power of relationship marketing and strategic alliances with other busines people.
There is no single way to grow your business. However, following the aforementioned formula will position you to cost-effectively farm your marketplace... and reap a bountiful harvest of many, many markets.
Like Biff said, EVERYONE qualifies as his best customer, one at a time.
Just a few well-intentioned thoughts...
-Steve</HTML>
I agree with you... as well as a number of others. Bud also makes some very valid points. Fact is, you are all correct, with the exception of Bud's assertion that direct mail is by far the best way to go. No slam on Bud...because he really feels strongly about his opinion, and that's a good thing.
However, Marketing 101 has changed... and what was mentioned no longer applies across the board. Actually, it never really did... but it worked for academics and direct mail advocates.
Biff, you had it right when he recognized that there are a number of tools available to build your business. You rightly recognized that there is no "best customer" mold... but your philosophy of being "the customer I'm working with at this very minute" keeps things in proper perspective. That says a lot about your attitude... and a very powerful feeling towards customers in general.
As for growing your business, Bud should be applauded for his initiative to sound a wake-up call to some. Okay, his simplistic direction may not fit for many of you, but the motivation behind the initiative has the appropriate spirit.
The question of identifying your "best customer" is an exercise of profiling. In marketing, we routinely use information gleaned from demographics, psychographics, ethnographics and the like to offer greater focus on geograpic assessments. But we also know that there is no universal customer that neatly fits into a general footprint. In fact, your biggest booster may not even own a car.
How do you eat an elephant? One bite at a time!
Same is true with marketing. If you have a market the size of an elephant, the most effective way to achieve your goal is to cut things up into bite-size affordable portions. In marketing, we call it layering. Bud was correct when he used the term "target" because that is how you identify, find and communicate with your audience. However, targeting is much more than simply identifying a market demographic and matching it to a zip code.
As you probably know, you serve a very diverse series of markets within your marketplace. Some may be identified by the car they drive. Others may link with job classification. But mostly, they are categorized by NEED. And with that "need", consumers have matching priorities that impact their buying decisions.
Since this forum's members seem to like the exercise Bud injected, I have another one to try.
Make a list of needs that would require a consumer to turn to you for help. The longer the list, the better. Once you have a fairly comprehensive list, break it down ever further... to a micro-list with sub-categories. Maybe sex, age, circumstance, etc.
Okay, once you completed your list of needs, you now have your aggregate "best customer". Great exercise, you say... but what do I do with the list?
Remember the way you eat an elephant? Same is true here.
Biff, you had it when focusing on the importance of the individual customer. You have an image. You created it when you opened your doors (front door or truck door) and started doing business.
You see, here's where Bud fell short in his explanation. You aren't selling detail services, as he rightly pointed out. Instead, you are selling solutions. Consumers have needs... and you provide solutions.
Your first marketing assignment is to decide and quantify you abilities, service capabilities, and limitations. You should decide what it is that you do... or are willing to do... in your role as an automotive appearance-care specialist. Once done, you can then decide and quantify the scope of your services. After that, your pricing.
You've identified the "needs" of the consumer. You've attempted to job-match what you do to accommodate consumer needs.
Here's the next challenge.
How do you DISTINGUISH YOURSELF FROM ALL OTHERS? How you look, sound, walk, speak, drive... and a lot more. Fact is, YOU are what you're selling. YOU need to be the answer to filling the needs of your targeted consumers. Until you've packaged yourself properly, you really are not ready to market your business.
Once you deal with your IMAGE, and can clearly distnguish yourself in a bunch of competing detailers, only then should you move forward with any marketing event. If anything else exceeds your own personal image, you've done something wrong. Price is a weak substitute. You are selling YOU!
Next, turn to the bite-size pieces in your list and speak directly to them. If it's a job classification that has a need for your services, and you're dealing with... for example, a real estate agent, then you identify that bite-size profile and cater to the specific needs of that aprticular market.
Understand that the most effective form of advertising is not direct mail. It isn't television or radio. Not even newspaper.
The most powerful form of advertising is WORD-OF-MOUTH. Again, that is on page one of marketing 101. A comment or recommendation from a real live person endorsing your services offers the most influential impact to others. And, it's FREE!
The realtor you just served works with hundreds of other real estate professionals, all of which use their cars as part of their business. They know the value of a distinctive image, which is why they chose to have their vehicle cleaned & detailed. Why not make them one of your growing audience of "raving fans". As you deal with them as customers, also realize that they can be your personal ambassadors out in the real world. They interact with other real estate people... as well as consumers who also need your services. Educate them and build a warm relationship that distinguishes yourself from all others. Encourage them to help you grow, People enjoy helping others who they genuinely like.
I'm attempting to focus on the steps you should consider before you start any marketing initiative. It is all about YOU and your business image and identity. Here's an old and very true business adage: YOU NEVER GET A SECOND CHANCE...TO MAKE A FIRST IMPRESSION. That's why I've taken you down this road. Once done, you are ready to promote yourself.
Recognizing that real estate is one of your target audience with "needs" for your services, you start recruiting what will be a growing number of raving fans. (You may find reading the book "Raving Fans" enjoyable.)
Okay you now understand the value of word-of-mouth advertising. It's powerful... and FREE. Right along with word-of-mouth advertising is public relations. That, too, is FREE advertising, although it involves some work. It may result in your name being mentioned on the local radio, in a local newspaper, or direct referrals from fellow businesss people. It involves putting yourself out there, shaking hands and discussing what you do with others within your community. Maybe the Chamber of Commerce, or a local organization or school function. Or you may choose to join a networking group in your area whereby everyone helps one another build their busines by referral. You, hopefully in your clean uniform... complete with logo, can build relationships with others who will use the same informed "raving fans" word-of-mouth promotion of YOU.
As for the more formal marketing we spoke about earlier, now that you've provided the necessary foundation of "who you are and what you do" you are ready for the next step: advertising.
Advertising is simply paid promotion. Public relations is free promotional exposure, usually via local media.
Advertising encompasses all paid mediums; print, broadcast, specialty, etc.
We recommend to all of our clients to take their consumer "needs list" and begin to sort and categorize them in a variety of ways. Small bite-size groups called niches. Porsche owners. BMW owners. Mercedes owners. Car club members. Sun-categories: dark-colored paint. Two-seaters. Convertibles. Create a databank of lists with names, addresses, phone numbers, etc. Real estate professionals. Sports celebraties. Media personalities. Car-pool Moms. Dog owners. You get the idea.
Once these lists are categorized, grow them. build your lists. Once done, format your advertising specifically to their particular needs. develop a flyer that speaks to their needs. The flyer can be hand-delivered, mailed, posted, and even reprinted as an advertisement in a publication. Each niche has a very distinctive value, and most consumers fall into many different groups. That's fine...because redundency is powerful.
Now, you are ready to exploit the lists. Target each and every one of the groups. Use direct mail, but avoid broadcasting via zipcode. Instead, be much more precise. Our clients can easily find and identify hundreds of potential clients with a simple click of a computer key. They are positioned to capitalize on the full power of relationship marketing and strategic alliances with other busines people.
There is no single way to grow your business. However, following the aforementioned formula will position you to cost-effectively farm your marketplace... and reap a bountiful harvest of many, many markets.
Like Biff said, EVERYONE qualifies as his best customer, one at a time.
Just a few well-intentioned thoughts...
-Steve</HTML>
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Re: Who Is Your Best Customer? October 15, 2005 01:31AM |
Registered: 17 years ago Posts: 37 |
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