I’m sure you can think of times when you have sat in meetings with your staff or coworkers brainstorming on how to drive more customers to your business. In order to get your target customers to notice and pay attention to your company’s message, there are key areas that should be addressed. These areas include: what motivates customers to potentially change from what they are currently doing to start using your product or service, what you need to do to WOW them and lastly, what do you want your customers to say after they realize your product or service is a viable solution to their pain point(s).
The first point to consider is what motivates a customer to even consider your product or solution in the first place. People don’t like change. Whether is shopping for a new car insurance because they feel their current rates are too high, replacing a household product like a refrigerator or washer/dryer, or finding a new restaurant when you they are currently satisfied with their existing choices but they would like more variety. This is the “What they say” paradigm. This is where the customer thinks and says to themselves when they see an advertisement that catches their attention and ultimately decides whether or not their current needs are being met. Identifying needs and pain points is where new business is most often gained. The questions, from the customer’s perspective, are typically: “Why Change”, “Why You” and “Why Now”. This is the opportunity to show that your offering can solve their pain point(s) better than anything else that is currently available to them. You typically only get one shot at truly grabbing the customers attention unless their pain point reaches a higher level of a need to address by the customers. As was mentioned earlier, people don’t like change and often won’t consider alternatives unless they feel really compelled to do so. Factors such as cost, time and resources required to solve their existing problem(s) are what compel consumers to seek out new solutions.
The second point is what you have to do to grab your target customers attention. This is where the WOW moment has to really hit home for your potential customers. A new way of doing things that can save your customers time, money and resources is often the desired result. Disruptive innovation is a term that is used for new processes that streamline a current process of solving the same problems that they currently experience. It could be using technology to accomplish a task that was done manually in the past. Calendly is a great example of a disruptive innovation. Calendly allows customers to schedule appointments with companies without having to directly compare calendars/schedules for availability. You are able to directly see the available openings on the company’s calendar and directly book an appointment time by choosing their their current openings without having the back and forth of comparing open times on each parties calendar. As a society, we are always looking for ways to free up more time to get more things done and if you can use technology to save time, money and resources that is generally well received by customers. Typically early adopters and innovators are the first to try disruptive innovations. The “What We Do” paradigm involves the “WOW” moment, “Show them How” and “Drive them to Action”.
The third point is what customers say. Customers often like to talk about their pain points and what issues they need solving. This is the absolute best time to gather information about what is missing from your potential customers options and fill in the gap if your product or service directly addresses and solves their pain point. This gives you the golden opportunity to learn more about your customers, what solutions they have tried in the past and for your to talk about your product or service claims. Being a keen listener and letting the customer truly talk about their paint points, wants and needs gives you an excellent opportunity to learn about your current and potential customers. Showing your potential customers what they can gain by using your products or services (e.g. saving time, money & resources) is what this phase is all about. The goal is to create a product or solution that repeatably solves your target customers problem and they are willing to pay you to solve their problem for them.
My mission with Dealium is to create brand awareness, brand exposure & new customer acquisition opportunities for our small business subscribers while allowing their customers to save time & money searching for reputable local small businesses. With a planned launch date of January 2022, my company’s mission is to help small business owners find new customers, using our proprietary algorithm-based referral marketing platform. Identifying and engaging with new customers faster and more efficiently and at a much lower customer acquisition cost than their current alternatives (e.g. purchasing, often unreliable, sales lead). Customer referrals are proven to be the most trustworthy and cost effective way to bring more customers into a business. Dealium will facilitate the customer referral process for small businesses throughout the U.S. using platforms such as the customer’s SMS, email and social media. Consumers will be able to refer their family and friends to their favorite small businesses and receive referral reward discounts in return. Dealium will be considered a disruptive innovation because it will modernize the traditional word of mouth process for customer referrals. Please stay tuned as we prepare for launch…
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