Listening to what our prospects want is a step that tends to be overlooked by many business owners in todays world. How many times have you seen an ad by a business on Facebook or on Google that simply misses their audience? It’s often the reason why businesses are experiencing difficulty in the marketplace today. There are several aspects that contribute to this in business.
Remember It’s Not About You!
One of the reasons businesses have trouble in attracting ideal clients is by not providing their prospects what they want. Often, a business owner decides for their prospects what they should want instead of asking what they want to buy. Do you see how this can result in problems? When businesses are not listening to their customers wants, they ultimately go to their competitors.
Marketing To The Wrong Audience
With the amount of targeting that is available for advertising, there should not be any instances of businesses marketing to the wrong audience, yet it still happens. This is often the result of not investing enough time in identifying who the ideal audience is for their business. As an example, let’s use a running shoe store. If their goal was to leverage Facebook Ads to grow their business, it would be important for them to be as specific as possible. If they were running ads targeting people who were interested in fitness, it would be too broad of a category. While the category contains their target audience, the ads would not be appropriate for a large portion of the people seeing the ad. However, if people who were interested in running were targeted in their local area, it would be a highly relevant ad. Thusly, by them utilizing a highly relevant ad, the return on investment would be greater.
Improper Follow Up
Following up with prospects goes beyond the sales process, as this is where the true potential of the relationship rests. For many businesses, if a prospect doesn’t meet their criteria, they simply tell them they are not able to help them. When this happens, the prospect still has the same problem they approached the business for help with. To stand out in the marketplace, the best solution is to provide direction as to where the solution can be found. This is best accomplished through providing a referral. This might seem counter-productive to potentially be sending business to a competitor, but you must look at it from the customer view point. They came to your business for a solution, and while you were not able to provide it directly, you still were able to provide it for them. This is extremely powerful in business. From the consumer standpoint, they will be satisfied in their decision to choose you for doing business with, and ultimately they will generate referral business for you. Consumers love to tell their sphere of influence about the experiences that they have. When an experience is neutral, consumers typically don’t tell anyone about it. However, when it is extraordinary or if its horrific they will tell others. You must make sure that it is an extraordinary experience. With the spread of live streaming video, it will become more common for consumers to tell people via video about the experience they had. This will be powerful for any business.