Why do your customers buy from you? Do you know why your customers are actually your customers? The exact specifics.
Do you know what motivated their purchases and why they keep coming back for your services? And, not going to your competition?
It could be anything; your prices, your winning personality, or it could be that they really dislike your competition. Knowing why your customers buy from you helps you fine tune your sales message to tap into those triggers.
Unfortunately, if you don’t know why they’re buying from you, you can’t leverage that information and, in fact, you could quickly lose customers. Let’s not let that happen!
Instead, take a look at the following techniques and learn how to identify why your customers buy from you and what you can do with that information.
Look at Internal Data
The first step to learning more about your customers and their buying habits is to look at your own results. Where do customers enter the sales process? At what point in their own buying process do they come to you?
For example, accountants might notice that there’s a peak in new customer acquisition in January, as people start thinking about their taxes. Attorneys and financial planners might notice spikes during certain months or after tragic events make the news.
Identify patterns. This will help you discover the motivations behind your audience’s buying habits.
Explore results to your various marketing initiatives too. Why did some marketing campaigns have a bigger impact on new sales than others?
Talk to your customers. Ask them why, simple enough right? You can do this formally or informally. A formal research process might take the form of a survey or a questionnaire. An informal process might mean simply asking customers a few questions when you are on the phone with them or talking to them face to face.
If you tell them you’re trying to better understand their needs, chances are they’ll be more than happy to help.
Create Customer Profiles
As you begin to gather the data, you’ll start to notice patterns.
For example, a marketing consultant might notice that they have three basic types of clients. Creating a customer profile – one that includes both demographic and psychographic information – can help you create custom sales messages for each audience.
It’s an Ongoing Process
Learning why customers buy from you is an ongoing process. Customers change, needs evolve and your solutions are going to shift along with changing trends and demands.
Create an ongoing process to stay on top of who your customers are, why they buy from you, and work to craft messages and sales presentations that tap into their unique needs and buying triggers.
Adapt and modify your customer profiles and your message so that you’re able to continually increase sales and build your business.
Stop guessing and start diving in and answer the million dollar question, “Why Do Your Customers Buy From You?”
To your extraordinary success!