Wondering how to Grow your Small Business in 2018?
Many business owners are energized by the beginning of the new year. Big Goals, new P&L, and big hopes and dreams. While goal setting is extremely important, many business owners forget and/or don’t understand one critical component:
Understanding your Customer!
Who buys your products and/or services? Your Customer! Who doesn’t buy your products and services? Your Customer! The reality is, your customer is out there searching for and assessing your products/services. The question is, how are you going to reach them and get them to buy. As consumers become more aware of marketing techniques and increasingly picky, your customers want more than just your product/service, they want to FEEL that YOUR product/service will resolve THEIR PROBLEMS. If you can connect the dots between how your brand is best positioned to solve their problems, you will see your revenues and brand awareness increase!
Companies focus on their products and services, BRANDS focus on their customers and solving their problems!
Want to win in 2018? Change from promoting products/services to promoting your ability to solve problems.
Just like in any relationship, it takes time to get to know them and what makes them tic (buy). It is critical to get laser-focused on figuring this out. That’s why we recommend you FOCUS this year to help grow your revenue. This is so critical that at the end of our Customer Value Proposition exercise, we find a picture that represents the customer, name, him or her, and then print out a picture, frame it and hang it on the wall in our client’s office. What does FOCUS mean?
Follow One Customer Until Success!
Some may say, “but I serve so many different customers, that is impossible.” We hear this argument all of the time. We agree with you but just from a different viewpoint. It is impossible to sell everyone on your product/service. Think about it, everyone doesn’t own an iPhone, do they? In fact, Apple does such a good job marketing to their target audience that others outside of their target market buy their phone.
When you FOCUS, plan for collateral impact!
When I was in the military, they use a term called “Collateral Damage” to describe any damage surrounding the desired target that was unintentionally damaged. In the marketing world, Aculign calls this Collateral Impact. Think about it. Do other people buy an iPhone that is not within their ideal customer profile? Yes! For example, my father-in-law is a 65-year-old former farmer who spends most of his time fixing equipment and walking on his property. Apple didn’t market to him. They did market to me and my wife who attracted him to buy one. My Father-in-Law has been affected by Collateral Impact by speaking our language, not his. Now, I must admit that I now use a Google Pixel and love it much more than the iPhone.
Once you get your model right, expand and continue to differentiate!
Once you experience the power of FOCUS and have succeeded. EXPAND your product/service to help solve similar problems. Take that model as a starting point to drive value to a different product/service. This will help you continue to DIFFERENTIATE. And yes, we have an acronym for you to help you remember to EXPAND and DIFFERENTIATE. You guessed it! You must stay FOCUSED!
Follow One Customer Until Success, Expand and Differentiate!
Are you willing to FOCUS this year to grow your REVENUE?
We spend thousands of hours each year working with businesses to help them speak the language of their customers. Perhaps the most enjoyable part of our job is watching the “light bulbs” come on as they better understand their customer. Speaking their language is the most critical part of business growth. Companies don’t grow by just offering their products and services, they win by positioning their brand to solve their most pressing problems through their products and services. Want to get started? Here are 3 things you can do today to get started:
- Download our FREE Brand Catalyst Guide. All it will cost you is an e-mail. Yes, we do want your e-mail so we can send you other things that may help you!
- Schedule a 2-hour Customer Value Proposition Exercise with our professionals. You and your team will come to our conference room or online and meet with our team to walk you through our 7 part framework that will help you grow your revenue by getting ridiculously clear on WHO you are serving.
- Websites are critical to your brand message. We are offering a FREE website audit. Get your report today!
There is no better time to start than NOW. Regardless of where you are in your business journey, if you do not have a clear vision of your customer, doing so will certainly increase your revenue in 2018!