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May
Love your customers.
Treasure them. They are the foundation of your business -
not your great idea, not the terrific and cool product. It is
the customers.
.
Start by looking around you. Who gave you the idea for your
business? Was it a professional? Was it another parent? Was it a
co-worker? Was it a fellow member of an interest group you
belong to? Identify the alliances of that person: where they
work, what they do for fun, what magazines they read. Say, you
started an interior decorator business. The idea came to you as
you were talking to a fellow parent, looking to jazz up their
home for the spring, but not remodel the whole house. Now think
- are there others like her, who may have similar goals? Do you
know them? Can she introduce you? Suddenly, you will find out
many will benefit from your skill or the product. These people
are your target customers. They represent your target
market. Chances are, you already know them.
Learn everything about your customers. Do not be afraid to ask
questions. Simply say, "I am learning about your needs", if an
explanation is needed. Often, people will be more than happy to
share their needs. Ask questions, such as "How frequently do you
remodel your home?", "Is that something your spouse wants to be
involved in?" or "Do you like change?" - and you will find out
who the decision-maker is, how easy it will be to propose a
change and get it accepted. Ask specific questions about colors
and moods, or more general questions, such as how would they
find a designer, or whether they have tried in the past. You
will learn about your marketing channels and your competition
this way.
The only question you should ask is "What will my customer want?"
Know them. Anticipate their needs. Answer their questions before
they even ask. Be available. If you list your phone number as a
contact - answer it, regardless of time of day. Become obsessed
with serving them better than anyone else. This also means
letting them go, if they choose a competitive service.
They will always remember the great experience of working with
you and will come back, sooner or later.
Do you have a question?
Email me.
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Daniella Russo is the CEO of Mindzone, Inc. Since 1999
Mindzone has helped businesses reduce time to revenue, launch
their brands and create successful marketing strategies. To find
out how Mindzone can propel your business or idea into the
marketplace, drop us a line.
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