"An obstacle is something you see when you take your eyes of the goal."

This continues on with marketing priciple number 2 - Give your customers their 5 basic wants.

Customer Want No. 4. Make Things Convenient For Your Customers.

But not only convenient, easy as well. Because nobody likes to do it tough, especially your customers.

You should make it easy for your customers to find you. And easy for them to deal with you.

If someone wants to pay by check you say "sure." If they want to pay by credit card you've got to say yes, and of course you do accept cash.

If your customer wants to order by phone, then pick it up later, you should be able to say yes. Even suggest you'll deliver it for FREE - remember 'value.'

Make things as easy as possible for your customers, just like pizza shops. More people get pizza delivered than go and pick it up, even if it costs more to have it delivered. It's just more convenient to get a pizza delivered. You just dial a bunch of numbers and 30 minutes later it's at your door. Nothing could be simpler.

If you own a shop even suggest quiet times that your customer can come in. You can mention it in the P.S. of the sales letters you send them. You could say something like this...

P.S. So we can spend more time with you and give you that special one-on-one service, and so that you can find a parking spot right out front, why not come in on Wednesdays around 1 p.m. That's our quiet time.

Customer Want No. 5. Give Your Customers A Custom Fit.

If at all possible, design your product or service to fit your customers. And if you can't do that, then market your product in such a way that your customers think the product is right for them.

Don't give your customers a whole bunch of choices. Because they won't be able to decide and they'll end up buying nothing. Also, by making the choice for them you help them save time. Time they would have spent deciding.

And you customise your product by giving them what they want. And you find out what they want by using Marketing Principle number 1. - ask your customers what they want.

E.g. If you're a carpet cleaner and one of your customers has a house that is fully tiled except for their bedroom and the lounge room, it'd be silly to send them a letter offering 3 rooms and a hall for $50. Instead, customize your offer to suit their unique situation.

A lot of restaurants customize their product - they have smaller meals just for kids.

You could get in certain colors for some customers, or add different services, or mix and match products. If you don't do this it just may cost you a sale.

Let me give you an example. A couple of years ago my wife and I were in a department store and spotted some beautiful bedside lamps. They looked like carved crystal and were about $200 each. However, we didn't like the lamp shade, so we asked if we could swap them for a couple of others we pointed out. They said no and so we walked out and they lost a $400 sale.

If they had customized the product for us they would have had the sale.

You should customize the product to suit your customers as much and as often as you can. And if that means charging more and giving more value then do it. Because when you customize the product to suit your customers you give yourself and edge. It's like going up to them and saying 'I know what you want and here it is.'

Send your customers a questionnaire. Then use the information you get back to customize your products and service.

Then sell your customized products and services to your customers. Your sales will go through the roof. And your customers will be happier as well, because you are . . .

Well that covers the 5 things that your customers want but aren't getting. You may not think that these 5 elements - speed, quality, value, convenience, and custom fit - would have much effect on your business, but they do, and you should give them a go. Test them out.

The chances are that you aren't giving these five elements to your customers now, so what have you got to lose?

And if you are concerned with the element of value, and that it will cost you more money, don't be. You should realise that increasing the value but keeping the prices the same will actually increase sales. And these increased sales will far outweigh any cost of the added value item.

Also, if you do increase your price, your business will not fall off in most cases. If people were only interested in price, and price only, there would be no large houses, Mercedes cars, Rolex watches and so on.

People want quality and value and will pay for it. Those that won't probably won't be good long term customers anyway.

Go on. Give theses 5 elements to your customers and they'll thank you by giving you their money.

Try this, it works!

May the success you achieve be a direct result of the effort you put in!!

Michael Ross
Miros Designs Marketing.
 
 
 

About this author

Michael Ross is an australian based author, product developer, direct marketer and consultant.

Michael Ross is known for his detailed and helpful advice on how to succeed in marketing.

Note:
Michael Ross' original web site is closed. I don't know if it's permanently or temporily. Michael Ross recently told me that he has more or less retired from the Internet. I'm sorry for any inconvenience that this may cause you.

You can, however, still buy a copy of Micael's book, "The Art of Leverage" by going to this web site: http://artofleverage.cjb.net/