The first step in this process is to assess why people don’t buy from you or use your services. To determine why people don’t use your products or your services you can use surveys, focus groups & interviews to ascertain all of the possible reasoning. The general first answer why a customer doesn’t buy or use your product/s or service/s will revolve around unacceptable price, personal taste, the quality, availability, or bad awareness. It is the following answers that become more subtle and more revealing. The answer to understanding why people don’t use products & services sometimes lie in the reflective answers of the few than from the first and obvious answers of the majority.
The second stage is to attempt to appreciate why people do purchase a service or product from you. Whilst focus groups, surveys and interviews would seem useful here, they are actually less appropriate. The purpose of this exploration is to produce insights into your business, these blunt tools often don’t work. Frequent responses to the question of why a consumer purchases, such as “quality” or “price,” do not begin to explain the deep fundamental psychological and emotional reasons that persuade buying decisions. It is believed that to precisely determine why customers buy certain products & services, leading must be used to scrutinize the underlying motivators affecting buying decisions. Leading is an sales & interview technique that seeks to get to the heart of the motivators of buying decisions, buy asking open ended questions that the interviewee has to fill the blanks in. the answers are thought to be more factual.
The third step is to recognise the perfect customer for a particular product or service. While it is not rare to hear marketers say that “anyone with money their pocket is a possible customer,” such thinking reflects a mentality and not a marketing mind. Key marketing insights are best obtained when an individual thinks in terms of individual customers and in terms of what would particularly attract them. Customer prototyping is a quick but effective way to envisage an ideal customer for a product that typically represents or closely resembles a specific segment of the real populace. By using your imagination, the prototype becomes more vivid and develops specific qualities as opposed to the non-descriptive data that can be provided by demographics.Finally, armed with the knowledge of who the perfect purchaser is and why they behave the way they do, you will be able to utilise this information to choose the perfect promotional product to further entice them to use your products and services.
Finally, armed with the knowledge of who the perfect purchaser is and why they behave the way they do, you will be able to utilise this information to choose the perfect promotional product to further entice them to use your products and services.
Tags: promotion
An excellent blog entry on business gifts which is very informative. If you are looking for suppliers of business gifts in the UK.
Targeting customers and learning more about them before choosing promotional products for them is a great idea and will yield your better results!