know why your customers buy from you!
know why your customers buy from you?
The fact is that you don't!
And whatever you are thinking
of is probably wrong.
I know that for sure because
if you did you could expand
your business at will and you can't do that! Just look at most
of the franchises. They understand why the customers buy from
them so they can put their stores everywhere around the whole world!
give you marketing scenario that will show you that it is not the
product that people buy.
Once upon a time in 1987, a
smart marketing manager had the job of selling Red Porsche Turbos in
He found two types of people
that had money to buy. One was the marketing guy for the chip
companies. The other, much much richer, was the engineer for
the chip companies.
He understood that the
marketing guy was a people person so he put an ad in Playboy with a
Porsche Turbo at the beach, the owner standing in front, a beautiful
girl hanging on to him and a bunch of friends smiling at him.
He was the hero.
The marketing guy saw the ad
and bought a Red Porsche Turbo with Chrome wheels.
The marketing guy, being a
smart guy also decided to go after the richer group, the engineer for
the chip company.
He put an ad in the technical
journal that the engineer reads. It showed a cut off of the
combustion chamber of the engine showing the swirl pattern of the
fuel going into the the combustion chamber that resulted in more
horsepower and better mileage. The engineer, duly impressed,
bought a Red Porsche Turbo with Chrome wheels.
at a stop light in silicon valley, the marketing guy pulled up to the
red light in his Red Porsche Turbo with Chrome wheels and stopped.
About a second later the
engineer pulled up to the stop light in his Red Porsche Turbo with
Chrome wheels, an identical car.
The marketing guy looked over
at the engineer and thought, well there's an engineer who as usual is
still wearing his 10 year old dirty jeans. The engineer looked
over at the marketing guy and thought, there's a marketing guy with
no brains at all so he needs to dress up and lie for a living. (If
you've ever lived in Silicon Valley you know what I mean :-) ).
Well the light turns green and
both Turbos take off.
The marketing guy is
thinking.... I'm so hot I've got a date with Mary Sue and she'll love
my car and love me!
The engineer is thinking...
Just listen to that airflow! This machine is a marvel!
Now I ask
What are you selling?
You don't know!
In the case of the Porsche
Turbo two totally different concepts are being sold! It's the
same item but viewed totally differently.
now understand why you don't know why your customers are buying?
Unless you are very focused in
your marketing you really don't know. Your customer just buys
from you because your competitor doesn't have good marketing to take
him away from you.
But, inevitably, sooner or
later, a smart competitor will have good marketing and take your
customers away from you just as my knowledge has allowed my clients
to TAKE SALES FROM THE COMPETITION.