BUSINESSS MANAGMENT
Wednesday, 2 October 2013
Microsoft raises dividend, sets new $40bn share buyback
Monday, 16 September 2013
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Monday, 9 September 2013
Lagos pays 185 retirees N943.14m
Toyota repeats US vehicle recall on suspension worries
Thursday, 8 August 2013
Identify Stress Drivers To Get New Customers
Customers make buying decisions every day.
Some are difficult because brands all seem the same.
Other buying decisions seem to bring them a sigh of relief.
One reason why has to do with the attributes of products or services. Customers have a list when they make buying decisions.
Some attributes that they rate as most important if you asked them.
However they may buy products or services that do not rate as highly on these attributes.
The reason is they look at other attributes and often they are related to stress or things going on in their lives.
For example convenience and time saving attributes may be key considerations and for open up ways to get new customers in a competitive market.
As more customers are seeking brands that help simplify their lives having this as an attribute it provides your business with opportunities. You have to know your potential customers well and look past the usual demographics or areas related to the market.
The good news is much of this is common sense if you think of their lives in total and not only regarding your products or services. Think of what could be causing stress and how your products or services can help.
For example it appears that eating cereal at the breakfast table is declining. However people know that missing this meal is not good for their health. This also applies to parents with children. Currently two large manufacturers are launching a range of liquid breakfasts that can be consumed on the go.
If you can discover the stress drivers you can build the attributes that provide relief into your products or services.
For example if you target small business owners then you know they wear many hats, even if they have employees and often money is tight. That is why some businesses offer simple website designs based on templates at a reduced price as a base option. This helps the small business and the company gets new customers.
Simplicity has many advantages and can differentiate your products or services to help you get new customers.
Over to you: have you considered building in simplicity based attributes for your products or services? Have you bought brands that have these attributes?
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Should You Discount Prices To Get Customers?
Some of you will say never to discount price.
Getting your pricing right is an important element of marketing. And to get the extra sales boost you may want to consider price promotions.
One of these is offer a price discount that can be an effective tactic to get more customers.
This article is not about reducing your price to get a one off sales and hope extra business will someday follow.
It is about using discounting in a smart and simple way to get your business new customers and increased sales in short term.
When you are launching in a competitive market.
If you offer a discount price in the initial period, it can reduce the purchase risk for customers. And it can help them to switch from competitors to try your product or service.
However caution should be made if the market is full of commodity products or services. Or if you know your competitors will retaliate with reduced prices, as you do not want to get into a price war.
If there are going to be ongoing repeat sales
This is an old and proven way to get customers to trial your product or service. It can be effective if your business sells subscriptions, ongoing service, software etc.
As a lead in price
You often see this type of price discount when a business knows they can add other products or services to the purchase. You see this type of promotion in the travel industry.
If your product or service is bought on a regular basis.
If they are bought on a regular basis it can attract new customers and reward current customers.
A key factor is to think of price reductions as a short term reward and not one that you have to rely on to attract customers to your business.
Does it fit in with your marketing strategy?
If it doesn’t then this tactic should not be considered, as it will not help you grow your business. having a marketing strategy helps you avoid the marketing tactic smorgasbord.
Do your sums
This is to see how much extra volume of product or services you need to break even. Before you jump in look at the different rates of discounts, you could offer to see how much volume you need. This is important because if you do not get the volume you will affect the margin and potentially the profitability of the brand.
Will it affect your current customers?
If you decide to offer a discount for new customers, then consider if your current customers who paid the full price will react. A way around this is to ensure you have a customer care program in place so they do not feel upset.
Does this tactic have a good fit with other tactics?
The combination of tactics is what matters to get cost effective results. Otherwise it costs your business time and money.
Don’t use this tactic because your business is desperate for more customers and sales. There are better ways and tactics than reducing prices.
However if you have always said never maybe this is a tactic you might want to reconsider to grow your business.
Over to you. As always, I would love you to share your thoughts about using this tactic to get new customers.
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How to Use Content to Attract Prospects and Keep Customers Coming Back
It is your job to know all there is to know about your business. Your livelihood depends on it. Your customers and prospects are different. Most don’t know the intimate details about your company, products, services, processes, and policies. They do know when they have a problem that needs solving. It’s up to you to provide the education they need in the right language at the right time.
Doing this sounds easy because you know your company’s service and products well. All that you have to do is share it. And that’s when the problems start. When people ask, “How does this work?” what they really mean is “How will this work for me?” or “Does this solve my problem?” Asking a few questions before answering saves time and reduces frustration. The first step in good communication is starting on the same page.
The ability to ask questions is limited in the self-service marketplace we call “Internet.” Your answers have to be readily accessible to the people seeking guidance. If you do it well, you’ll receive some search engine benefits as well. Sears Parts department is a good example of how to provide answers before the questions are asked.
Our dishwasher stopped working a few months ago. There were two issues. The first one was that the cut-off switch didn’t work intermittently and flooded the kitchen. The second was a broken piece on the tray. People who know me well understand that a broken dishwasher is a huge problem in my house. My theory is that dishwashers were invented so I don’t have to wash dishes. With very few exceptions, if something can’t be washed in the dishwasher, I don’t want it in my kitchen.
There are two wonderful features about dishwashers: they wash dishes and are relatively simple in their design. A Google search for schematics took me to Sears Parts Direct. They have everything you can imagine including drawings. After reviewing the information available, I unassembled the water intake valve and found that the filter was clogged. (Note to engineers: When designing products all filters should always be easily accessible. Having to dismantle the intake valve is ridiculous.)
Cleaning the filter resolved the overflow issue. The next step was to replace the broken part. A few keystrokes and a credit card took care of it. In the future, I’ll start with Sears when there are appliance repairs needed in my house.
The knowledge and experience you have with your company can interfere with more than customer communications. It can also cause you to drop profitable products, services, and promotions because you are bored with them and presume your customers feel the same way.
Before making changes to your offerings, review the data to insure that they are warranted. You see these things every day. What looks stale and dated to you may be fresh and new to your customers and prospects.
To attract and convert prospects:
Always make sure that you understand what your customers and prospects mean before answering questions. They may not ask the right question.Educate your customers and prospects about your products, services, processes, and policies. The more they know, the easier it is to communicate.Use technology to improve your communications. Anticipate questions and provide answers throughout the shopping process.Confirm conversations and provide additional answers with follow-up emails. It opens the door to a relationship while serving well.Use analytics to guide marketing, merchandising, and service decisions. Your opinion doesn’t matter if your customers don’t agree.Don’t presume that your customers and prospects know how things work at your company. Ask them what they need so you can provide the right answers.Remember that your website is an excellent place to share information. Create pages for distributing information. They will improve your natural search rankings and serve your visitors.The more you know, the better you serve. Always seek to learn more about your business, products, and customers.
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