Speak Your Customers’ Language: Economics, Knowledge, & Support

June 28, 20170 Comments

“Customers don’t buy products they buy an experience (benefits included).”

To keep your customers coming back for more, you have to learn the language of your target market.  Always begin with the tried and true, “What’s in it for me?” Next, add the economics, knowledge, and support to keep them happy and satisfied:

1. Economic potential: attract good customers.
Give customers a worthwhile but truthful reason to knock on your door from a financial perspective. Most people and businesses buy products and services to improve their lives, which directly relates to improving their financial condition.

This is very easy to do. You can add a money back guarantee to your sales page or presentation, you can talk about results expected from using your solutions or you can talk about gaining more time with family. It will all depend on what you are selling and who you are selling to. It all starts with attracting the right market with the right words.

But the words and economic potential are not the end of keeping customers for life. You have passion, you have the best sales page or best presentation of your competition, you have wonderful prospects who are knocking on your door but then something happens… all that momentum and excitement is gone because now you have to service those wonderful prospects who became clients.

Not only do you have to back up the economic potential with good quality solutions (value and price), but you also have to bring the knowledge.

2. Knowledge: give your customers what they want.
Theories are fine but without experience and proven results your knowledge can be useless for the end user. Now that you have gotten your target to knock on your door, and for some they actually became clients, you have to tell them how to work, use, and implement your solutions.

For example, years ago I invested in a service to help Effició market a particular product. The sales page was as long as ever and made a lot of promises with testimonials. They hooked me in based on the economic potential so I decided to try it out since it was a small investment.

After about a week trying to figure out how to use the program that contained outdated instructions with language I have never heard of, let alone use, I asked for a refund. So in the end the company did not provide adequate knowledge for me to use the program. The end result: they have lost me as a client forever.

This is a basic example that might leave you thinking, “I provide instructions, that is the easy part.” But the above example is not about instructions only – it is about providing knowledge to your customers on a consistent basis with proven results, how to’s and updates as new things happen.

By they way, that software company never returned my calls or emails asking for help, they did not provide the most crucial element of keeping customers for life – support.

3. Support. turn your customers into advocates.
This one is simple. This is the step where you are focused on your target markets’ original need and you support that need with customer service, quick responses to problems, viable answers to questions and most importantly, just plain and simple help people.

Do not be stingy and do not nickel and dime your customers. A good business person knows that people work for money but live for acknowledgement. So acknowledge your customer and let them know you support them.

These three areas are what I live buy when it comes to keeping my customers coming back and turning them into advocates for Effició. The most important lesson I have learned is that I am human and I make mistakes just like everyone else. I fix my mistakes and make sure I support my customers. Do you?

Your Transmogrifyer,

Sherese Duncan


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About the Author ()

Duncan has owned and operated Efficio, Inc., a business education company for over 20 years. As the visionary leader of Efficio, Inc., Duncan is spearheading a global initiative to help entrepreneurs build successful business enterprises. In addition, over the last seven years, Duncan’s expertise extends to seven additional viable businesses including dimage, an image consulting firm, Efficio Radio Network, a small business talk Internet Radio Station, Efficio's Business Institute, an online school for entrepreneurial credentials, Tactical Growth, a strategic marketing firm for small business owners and For Educators, an organization dedicated to serving higher education institutions with entrepreneurial curriculum, marketing support and program development.

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