May
Tapping into Buyer Behavior to Grow Your Small Business
When it comes to running a small business, who you market to is almost as important as how you market to them. To help you sell more effectively to the kind of audience you want to reach, ask yourself the following questions. These questions are designed to get you thinking about how to focus on the right kind of client - one who buys exclusively from you!
Buyer behavior deals with how customers view your product, especially in relation to themselves (the classic “what’s in it for me?” question). Think about your customer, and then consider the following questions to help you sell to them better.
1. How aware are they of my product or service? Is the customer aware of everything you offer instead of just one or two things? For example, if you sell computers, the client may not know that you offer an extended service package with orders over $700. Make it a point to inform them of these special offers - you never know where it will lead to!
2. Why are they buying? What need is fulfilled as a result of buying your product or service? Generally this boils down to core “instincts” like looking better, feeling healthier, making more money and so on. When you get to the “heart” of what you’re providing them, you can use that to your advantage when you sell.
3. How do they use the product? Finding this out could be just a matter of a simple survey - but the results could astound you. For example, Avon’s Skin-So-Soft line is used for everything from treating head lice to killing ants to removing paint. That’s a whole lot more uses than just moisturizing skin!
4. How do they get information about your product? Do they visit comparison shopping websites? Read your brochure? Ask others? You’d be surprised at what you find out about how customers collect information before they buy.
5. Do they buy from your competitor(s) too? This is one thing you want to try and avoid - but don’t bad-mouth your competitors as it only makes you look “desperate” to get a sale. Just demonstrate the overwhelming value of your product and let it sell itself to ease the customer’s needs.
If you follow each of these steps, you’ll be able to target your marketing campaigns more effectively and see results sooner than a “blanket ad campaign” targeted to anyone and everyone. To your success!
