Benefit Based Customer Focus
August 25, 2009
by Donald R. Libbey
Begin evaluating every corporate task, policy and strategy relative to the actual amount of benefit the customer will receive. If an action does not directly benefit a customer, why are you doing it? This is another way of measuring whether you should do something at all. If reorganizing the telephone staffing actually benefits the customer calling in, then do it. But if it only benefits the internal perception of the operations department, why are you wasting effort, time, and precious resources on an activity that produces no benefit for the customer. Always ask yourself; If I were a customer would I see this as a tangible benefit valuable enough to for me to invest my time and money in? If so, then it might be an avenue to explore, but if it doesn’t even motivate you to an action, why would it stimulate a customer to part with their money?
(Taken from Libbey on Customers.)
Why People Buy
August 25, 2009
When you sell a product it’s not only important to know who bought it, but also why they bought. What motivated them to buy your product, what motivated them to buy your product over your competitor’s product, and what you can do to motivate them to into a repeat purchase in the future. Almost every significant purchase made involves either saving money or time. If you can include one, or better yet, both of these powerful motivators in your offer, you’re success rate will likely increase. When people feel like they are saving money they are more inclined to make a purchase immediately rather than put it off and eventually forget about it. This is especially effective with limited time offers that initiate action within a certain time frame. Demonstrate that your product or service can save them time, make them more efficient, and allow them to get more business done during the day and you have a winner. Integrate these two buying motivators in the same offer and watch your direct marketing campaign soar.
