| |
| |
|
Marketing Information |
|
|
|
Collecting Customer Data The Easy Way
Market research is a critical component of any marketing strategy. There are many expensive sources of customer information available today. But, if you don't have a large marketing budget for market research, what can you do? There a four easy and inexpensive ways to gather marketing data by using your existing customer base. You will start with the commitment to collect data constantly. 1. The Constant Thirst for Customer Information Every customer and every prospect represent an opportunity to discover what your larger market wants and needs. But you have to be on your toes! In addition to selling your product, you need to be focused upon collecting data also. This will only happen if you understand and value what customer data can do for you. Every time a prospect or client talks to you on the telephone or visits your web site, use the opportunity. Prompt customers or visitors to tell you more about their needs. Make certain you have a feedback form that is easy for them to use. It should also have an incentive attached so they will take the time to provide you with valuable information. That incentive might be a discount off a next purchase or an entry into a drawing for one of your products. When you are given the opportunity to be in direct communication with a customer (on the telephone or in your store), you need also to develop the skill of asking open questions. 2. Ask Open Questions of Everyone Most people who claim to be in sales or marketing don't practice one of the fundamental skills of sales, using open questions. They typically ask questions of prospective customers that can be answered with a "yes", "no" or grunt. Those are called closed questions because they close down your customer's ability to elaborate with useful information. If people aren't talking to you, that's the number one reason! So, learn a new skill if you want to gather customer information and increase sales. Learn to use reflective questions (also called open questions). Reflective questions are questions that begin with "Who", "What", "When", "Where", "Why" and "How". How can you learn to ask reflective questions? Start by writing out a "script" for your next call to a customer. Then check how many of your questions are truly closed questions. Then rewrite them. Now, practice, practice, and practice some more! Using your newly found skill of asking reflective questions, ask prospects and customers what they need and want from your product and your company. Ask customers how they use your product or service and what would make it even more useful. Asking customers questions will certainly result in a wealth of data you didn't have before you asked. But observing customers with your product will add even more. 3. Observe Customers With Your Products and Services By watching customers with your product, you can gain a wealth of experience concerning what they like about your product, where your product is hard to understand, and what else they might want your product to do for them. This observation will identify any problems that occurred for the customer and lead to new and improved products. These same insights into your customers' needs and problems can also drive your marketing. So, where can you observe customers interacting with your products? Get a booth at a trade show. Set up hands-on demonstrations at your place of business or other establishments if your business is strictly an online business. Conduct free seminars where people can test your products. You can even have family and friends look at and use your products. There is a wealth of customer information to be gained by observing customers and even more can be gained by listening to the questions they ask you. 4. LISTEN! Prospects and customers ask you questions. Each question should be like a big, red neon sign to your brain. Every question is telling you of a need your customer or prospect has concerning your product. It might be a product use, product enhancement, other product, or service need associated with the product. This is all great information for your future product decisions, and certainly critical to your marketing efforts! Learn to listen to your customers. Many of you are only focused upon this potential sale right before you. Instead, become a data-gathering master. You will still be making a sale but you will also be listening and recording all the wealth of information each interaction is capable of delivering to you. In summary, if you want to ensure repeat orders and the continued growth of your business, keep focused upon your customer's and prospect's needs and wants. That data collection process is your responsibility. Learn to use the easy and inexpensive methods we've discussed here and you will be well on your way to business success. Michele Schermerhorn calls herself a "Corporate Freedom Fighter" dedicated to freeing cubicle prisoners to experience their own successful online business. She has over 30 years experience in the business world and over 12 years running her own successful online businesses. She is President of Online Business Institute Inc. (http://www.obinstitute.com), authors a sassy marketing blog (http://www.imarketblog.com), and regularly conducts free online seminars. Online Business Institute Inc. exists to "Create Successful Online Business Owners One Person At A Time".
MORE RESOURCES:
Google News |
|
|
|
RELATED ARTICLES
Networking, iNetworking, What Is The First Rule? Networking on the Internet is the same as networking in person, or is it? Let's take a conversational tour together on this topic.At an in-person networking event you wouldn't just attend not to network. The Top 10 The Top Ten Signs That Your Marketing Message Needs a Facelift Is your marketing plan dull, flat, and downright boring? Is it lacking the zest and appeal which can penetrate the consciousness of your buyers? If so, you may be driving away folks who could easily buy your products or services. If so, these ten signs from The 90 Day Marketing Marathon Blunders from A to Z: B is for Boring will support you in raising your awareness of what drives folks away and tips on how you can create a message which will catch fire in the market place. Networking Events - Lose the Fear and Gain the Benefits "Kevin, are you saying I need to go to Networking events? I hope not because I hate them."No, of course you don't have to go to them. Top 7 Tips for New Businesses The marketing decisions you make for your new business are the most important part of making your business a success. Marketing is about building a strong presence, name recognition and credibility through various methods. Have Something Good To Say If you don't get this right, you can just forget about everything else.. The Truth About The Fallacy Of 7 Ted Nicholas is a marketer with a proven track record. He has started, operated and sold 21 profitable businesses, and is responsible for the direct or indirect publishing of hundreds of books and publications. Marketing From Both Sides Of The Ball In the world of business, marketing is often conveyed as a game. It is not uncommon to hear or read of a company "playing the marketing game" or "establishing a marketing game plan". Marketing Ideas Without Action Will Get You Nowhere! Marketing Ideas Without Action Get You NowhereYou want to grow your small business, but how do you do that? Many of the small businesses I work with are not really sure what works best, or how, or where to get started.We're all familiar with the term Marketing, but what in the heck is it really supposed to do for us?* Build brand awareness * Build name recognition * Increase market share * Get more clients * Generate referrals * Create more repeat businessMaybe you've tried some things in the past like brochures, yellow pages advertising, Chamber of Commerce networking but were disappointed with the results so you stopped doing them. Marketing To Women Recent studies concerning the "new world of women" have been released. Some of the major findings may be surprising to you (less so if you are a woman). The Top Seven Marketing Mistakes In my view, nearly all government statistics about reasons for business failures are nonsense.Undercapitalization, inexperience, or poor management are usually blamed for all business disasters. Business Cards that Make Them CALL How would you use business cards for gift certificates?I asked at the beginning of this chapter "How many business cards do you need?" and answered that you only need one. Even though this is true when you are trying to form business relationships, it is not true when it comes to promoting your business. How Can I Get Name Recognition? Some of the ways in which to get your "name out there" are to call your local television and radio stations, and ascertain whether there is a medium you can get your name in. A very good source are public stations that hold auctions, at which you can donate your services. Getting More From Your Customer We are all customers of one product or another. How is it we always seem to buy or shop from the same place? What is it that these businesses do to keep us coming back and buying from them? A large portion of the selection process that a customer goes through is done through advertising - attracting and reminding customers through promotions. Quick Postcard Design Tips TIP #1: Avoid the "Too Much Information" Syndrome I've seen many a marketing postcard that just has too much information on it. Too many words set in tiny type is an all too common problem. Starting Small Business Promotional Campaigns So you're starting a small business. You figured out what you wanted to sell or do and went out and got it all set up, had your DBA framed and on the wall and now all you need is for someone to buy your product or use your service. Big Ticket Marketing in 28 Minutes I read an article recently about how many mainstream retail companies are using the standard 28 minute infomercial to more effectively target customers and sell their products.Now, I have to confess, I have never used an infomercial to market a Big Ticket product. Motivating Shoppers with Online Coupons (Part 2 of 2) Last time we discussed how online coupons and promotion codes can motivate buyers. We discussed examples of coupons and some of the aspects of these offers that can boost sales and generate urgency to a purchase. How Well Do You Know Your Prospects? Find Out With This 10-Point Quiz It's crucial to know your prospects if you want to market effectively to them. Take this quick 10-point quiz to see how well you know and understand your prospects. Creating Your Unique Selling Proposition or USP Creating Your Unique Selling Proposition"Don't tell them what you do. Tell them what you do for them. How to Run a Successful News Release Program Marketing public relations gives you cost effective ways to reach your audience. The trade-off, however, is time.
|
| home | site map |
| © 2006 |
