Cre8tive Flow

Introduction

A large proportion of those trying to market on the Internet are dissatisfied with how their website performs in generating sales. Perhaps they hope this series will give them the instant quick fixes to help them achieve success. Some of those quick fixes will come later. However the Internet has changed the rules and it is important to have an Internet mindset. You are marketing in an Internet world.

Two aspects are of critical importance now. One of those is time: things can happen much more rapidly now. That is why the series started with an article on time. Another key aspect is the relative position of customers and suppliers. Again the Internet has changed this in an important way. In the pre-Internet days, Sam Walton, founder of Wal-Mart, proclaimed the following to his employees:

It was true then and it is much more true now. With the Internet, the customer can easily get information from a wide variety of competitive sources. The customer is in the driving seat. He or she now has a hair-trigger control on what they wish to see. It’s just a click of the mouse. That is why marketing must be done in a customer centric way. That does not mean merely focusing or targeting the customer. It means trying to see things from the customer point of view.

Customer Centric = Customer View

Peter Drucker, a very wise management consultant, said that Help is defined by the recipient. Six important words in delivering exactly what the customer wants. Six equally important words are, We never know what others see. It is very difficult to get into the shoes of someone who may differ markedly in prior life experiences, culture and way of thinking. In many societies, there is a wide diversity of cultures now. Even men and women may often naturally see things differently.

Nevertheless somehow you must try to understand exactly how your prospect is perceiving what you are offering relative to other choices he or she may have. Do not assume that someone who seems very similar to you will feel as you do. Sometimes people do not reveal their true feelings. It may require special efforts to find out exactly how the prospect is assessing their possible choices. That is one of the many challenges in marketing. This customer centric approach must be applied in determining your total strategy. It must continue to be central to your thinking as you then follow through on your operational plans.

Customer Centric Strategy

The next article covers the plan so we will not go into detail here on how you determine a strategic plan. One should always work out the strategy first before taking actions. Strategy was originally a concept used in waging wars. What is the goal? Which troops will you use and where will you put them? What resources will you need to support those troops? Similar strategic decisions apply equally in growing a business. Strategy determines the direction and the broad principles that will govern how the business is operated.

Focus On A Market Niche

Here we will discuss only the prospects and customers who will be involved as the company achieves its sales goal. You cannot sell to everyone. Who are the typical prospects and customers you hope to sell to? What are their specific needs that you hope to satisfy with your product or service? What other ways or competing products might they use instead to meet their needs? Focus particularly on those prospects who are likely to find your product or service superior to the competition.

How To Get Their Attention

In thinking about this niche we quickly run into a major problem. The Internet is a very crowded place. It’s international. There are no national borders. You have far too many prospects. Equally they will likely have a large number of potential suppliers. How can you get their attention in this very busy and noisy space?

I suggest an old effective selling trick may help. Look for prospects who are suffering pain. In other words they are extremely dissatisfied about something or other. By offering a remedy for their pain, you get their immediate attention and can start the selling process.

That line of thinking suggests a way of defining a target sub-niche. Look for prospects who have some extreme dissatisfaction and who are looking for a solution. Think forward to when a prospect will arrive at your website. They must see in the blink of an eye that you have the solution to their ‘pain’ that they are looking for. If possible an appropriate image should pass the message in a flash.

Confirming The Sub-Niche And Your Solution

This is a key point in the whole process. You should make sure you have a clear view of what defines this sub-niche. You should also make sure that your product or service is the best that you can make it to solve their pain. Make sure also that it is not just a Me-Too product with several close competitors. Take the time to get it right.

You should also try to do some test marketing. What counts is how those prospects who suffer pain will view your solution. Use an Alpha or Beta prototype to do some testing with typical prospects. This is the foundation of the success you hope to build. Remember it is done more to confirm you have found the right sub-niche, than merely being product testing. A good definition of the sub-niche will help you better determine any other strategic decisions and map out your action plan.

Customer Centric Operations

It is important not to lose that customer centric approach as your business is launched and you start making sales. The key goal should be satisfied customers rather than product sales. Satisfied customers help spread the word to others. However that means ensuring that you fully understand their needs and meet those needs. Many companies fall down in not providing good service packages with their products or efficient customer service. Make sure your front-line troops are well supported and do not feel inhibited in suggesting how the product/service package could be improved to better meet customer needs.

An important source of information here can be prospects who decided not to buy or dissatisfied customers who are upset. Provided they really belong in the market sub niche, then dissatisfaction points to ways the product/service package could be improved to better meet the needs of sub niche prospects. Make sure that the relationship your company has with these people is good enough to ensure worthwhile information. Only a small fraction of them are probably permanent complainers.

Conclusion

Having the right approach to the customer and to time, particularly as perceived by the customer, should be constant reminders to your team as you grow your sales. The twin mantras are a useful way of keeping them constantly aware. Remember the first is only there because the customer cares more than you do about the time. They are not in control of that. You are selling to many. They are buying only one. Make sure they know you care as much as they do. Make them feel that they are the most important customer you have. You will be rewarded far beyond what it takes to treat them as you would wish to be treated.

Related References:

• 7 Habits Of A Truly Customer-Centric Selling Organization
• Client-Centric Marketing Plans
• Get Radical — Radically Customer-Centric, That Is
  (Despite the title this is a somewhat more superficial use of the term ‘Customer-centric’, but it typifies how the concept is often treated. It usually means customer focused rather than customer centric.)