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When creating your programs, products, or services, do you truly understand why your potential and current customers buy what you had to offer?
By: Amy Franko
By: Amy Franko
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It's easy to fall into the trap of creating something because we think it's what our audience needs. But there is a difference between what your customers technically buy and what they actually buy from you. Those solo professionals who know the difference and apply it when communicating with their target market are more successful in attracting ideal clients into their sales cycle.
Below are 4 keys to better understanding why your customers buy what you're selling:
1. Define your target market beyond a shadow of a doubt. Without this step, the others won't matter.The more narrowly you can define your market, the better you serve that market, the more well-known you become, and the more clients you will attract. One tip is to create a profile of the person you are serving, being as specific as possible. I created a 2-page profile of my ideal client within my target market, and I review it each time I create any communications or offerings.
2. Know their needs. When people consider a purchase, they are comparing, sometimes subconsciously, its value to their urgent needs. Urgent needs are those things in their life from which they want to move away. In the case of my target market, they want to move away from the stress of chasing after clients or working with the wrong clients. They want to move away from the overwhelm or doubt of implement a sales and marketing plan in their business.
3. Know their desires. The second area people consider when they purchase something is its value in helping them achieve what they want to move toward, or compelling desires. For example, at one point I purchased a home-study course on building my email subscriber list. But what did I really want? I wanted to move toward building a quality community within my target market - that will lead to business growth and freedom.
4. Understand the deep-rooted benefits your audience is seeking. Knowing your audience's urgent needs and compelling desires will make it easier to define the emotional benefits of your offer. In the case of my clients, they are purchasing group coaching services to help them better market their business. But the benefits they are looking for far exceed that purchase. They are seeking a sense of community, confidence, personal growth, and improved quality of life.
Know why your target market really buys from you, make sure that message is clear in every communication, and watch your marketing and sales efforts pay off!
Amy Franko is the owner and principal learning designer of Amy Franko Consulting. Amy is a certified Book Yourself Solid ™ business coach. The group she's most passionate about serving is women who are solo service professionals. She uses a simple system of protocols specifically designed to bring more ideal clients into their business, even if marketing and selling isn't something they like to do. You can learn more about her by visiting her website www.amyfranko.com or following her on Twitter www.twitter.com/amyfranko.
Below are 4 keys to better understanding why your customers buy what you're selling:
1. Define your target market beyond a shadow of a doubt. Without this step, the others won't matter.The more narrowly you can define your market, the better you serve that market, the more well-known you become, and the more clients you will attract. One tip is to create a profile of the person you are serving, being as specific as possible. I created a 2-page profile of my ideal client within my target market, and I review it each time I create any communications or offerings.
2. Know their needs. When people consider a purchase, they are comparing, sometimes subconsciously, its value to their urgent needs. Urgent needs are those things in their life from which they want to move away. In the case of my target market, they want to move away from the stress of chasing after clients or working with the wrong clients. They want to move away from the overwhelm or doubt of implement a sales and marketing plan in their business.
3. Know their desires. The second area people consider when they purchase something is its value in helping them achieve what they want to move toward, or compelling desires. For example, at one point I purchased a home-study course on building my email subscriber list. But what did I really want? I wanted to move toward building a quality community within my target market - that will lead to business growth and freedom.
4. Understand the deep-rooted benefits your audience is seeking. Knowing your audience's urgent needs and compelling desires will make it easier to define the emotional benefits of your offer. In the case of my clients, they are purchasing group coaching services to help them better market their business. But the benefits they are looking for far exceed that purchase. They are seeking a sense of community, confidence, personal growth, and improved quality of life.
Know why your target market really buys from you, make sure that message is clear in every communication, and watch your marketing and sales efforts pay off!
Amy Franko is the owner and principal learning designer of Amy Franko Consulting. Amy is a certified Book Yourself Solid ™ business coach. The group she's most passionate about serving is women who are solo service professionals. She uses a simple system of protocols specifically designed to bring more ideal clients into their business, even if marketing and selling isn't something they like to do. You can learn more about her by visiting her website www.amyfranko.com or following her on Twitter www.twitter.com/amyfranko.
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