Home Business -Establishing Yourself as an Expert in the Eyes of
Your Customers.
The most important aspect of a successful business is
developing the correct mindset toward your customers. And this
is not the over used phrase The customer is always right.
Actually the correct mindset we are referring to here is to
always think in terms of benefits for your customers. The highly
successful businessperson thinks of ways to show interest in
their customers even before they come into their store.
They endeavor to educate the customer on the benefits of their
products and services. They make their products and services
stand out in their customer's mind. Some marketing experts think
of this in terms of a USP or Unique Selling Proposition. Or what
are the unique selling characteristics that separate your
products and services and make them stand out from your
competition. Here is an exercise I suggest you do and then
repeat at regular intervals. Ask yourself the following
questions and then write down in a list all the answers that you
can think of.
1. In my relationship or interface with my customers what items
am I currently doing or could I be doing which provide benefits
to my customers? 2. What area of my relationship or interface
with my customers which if I could improve would provide
additional benefits to my customers? 3. Is there something in my
relationships with my customers that they may dislike? 4. What
special services do I provide my customers that benefit them? 5.
What benefits do my customers receive from the products I sell?
Now from the list of benefits you create from questions 1, 4,
and 5 above. Pick out the best benefits and compile them into a
one-page sheet.
This sheet will serve to educate your customers how you stand
out from your competition. You can do a lot with this sheet. You
can create a plaque, which you hang on the wall for your
customers to see. Have copies made and available for your
customers to read and take home.
Tip: Try to think of the hidden benefits or benefits that may
not be readily apparent. For there can be true riches in the
hidden benefits. You might even ask one of your better customers
you know well the following: I am doing a survey with some of my
most valued customers and I highly value your opinion on the
following question? What are the main benefits that you feel you
derive from doing business with me?
This accomplishes two purposes. One it lets the customer know
you highly value their opinion which makes for a more loyal
customer and two they will reveal benefits they receive from
your business that you hadn't thought of.
And you can even add these benefits they provide to your list.
By operating in this fashion you will develop a big edge over
your competition.
In fact even your ads should be oriented toward benefits to your
customers, not just on what you are selling.