Every business needs to have an ideal customer to guide their marketing.
If your business is based on high quality and high price, you want customers who value that quality and are willing to pay for it…no matter the cost.
So how do you find those customers?
It is a good idea to step back and take a look how you are advertising yourself and what offerings you are giving to your customers.
More specifically, you should take care to look at how you are winning your current customers.
Why are they buying your products? Are you offering them a solution for cheaper? Do they see a potential to get a great bargain? Is your marketing message based on price?
“But wait,” you say, “shouldn’t I be trying to attract them with low prices?”
And you would be right…if you were trying to attract customers who care more about price than quality.
The key to getting customers who care more about the quality you provide is by advertising your quality. The marketing message you use will define everything about a customer relationship. What you win a customer with is what you win them to.
For example, if you own a lawn care company, there are two prospective customers you could be trying to reach. Customer A just wants their grass cut when it gets tall. Customer B wants their lawn and landscaping to be pristine and enviable.
If you want to attract Customer A, it would be better to advertise on your low prices. He has a problem that needs a simple solution. The issue is routine maintenance. He wants a cheap solution. Advertising your low prices will attract him, since the main factor in his buying decision is the price.
On the other hand, Customer B will be attracted to the quality of your service. It would be better to show pictures of similar projects you have done. He has a picture in mind of the quality of his yard – you have the skills to make it happen. His main reason for buying is not price; he wants the quality.
The principle here is what you win them with…is what you win them to.
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