Reading
Your Customer's Minds:
How To Get
Google to Tell You What Your Customers Are
Thinking
"The
more you help people get what they want,
the more you will get what you want."
-
Zig Ziglar, Sales Trainer & Motivational
Speaker
From the Desk of:
Fernando Ceballos; Los Angeles, CA.
Dear
Business Owner,
My
cousin Jimmy was telling me a story of
how one Saturday morning he woke up to
somebody knocking on his door. He puts
on his robe and was greeted by a salesperson
with a box of frozen goods.
The salesperson was dress sharply,
had a big smile, and spoke faster than
a hurricane (how typical right?) Apparently,
on this beautiful Saturday morning, he
was trying to sell what he claimed to
be “top-of-the-line”
steaks to my cousin.
Being that Jimmy was groggy and not very
coherent yet… he just couldn’t
manage to get rid of the annoying salesperson.
No matter what excuses Jimmy came up with
to NOT want to buy the steaks, the salesperson
would quickly brush that aside.
Jimmy’s wife upstairs, not sure
what the commotion was all about, finally
got herself out of bed, put on a robe
and came downstairs.
She quickly analyzed the situation, saw
that Jimmy was having a hard time getting
rid of the salesperson, and did the one
thing that finally worked.
She asked, “Are the steaks kosher?”
Lo-and-behold they weren’t! So she
said, “I don’t want them.”
With that, the salesperson left. He just
wasted 30 minutes of his time which cut
into his profitability.
Not only did the salesperson tick off
my cousin and his wife (for waking them
up Saturday morning) but he committed
the one mistake that 90% of businesses
make in their marketing…
Know
Your Target Market
See,
the salesperson did the one thing way too
many businesses do -- especially within
the realm of traditional marketing. He did
NOT study his market (obviously his timing
was bad too… nobody likes to be woken
up from bed Saturday morning).
He had no idea whom he was talking to. He had no idea if the residence of the house
he rang the doorbell at would have the slightest
interest in what he had to offer –
steaks.
Like I said in the last newsletter, like
so many other businesses, he was blindly
marketing to random folks with the hope
that they would buy. He had no idea if my
cousins were even meat-eaters (try selling
steaks to a vegetarian)!
Had
he done his research, he would’ve
completely skipped Jimmy’s residence
in favor of the carnivore two doors down
who wakes up early Saturday morning to hunt
deer …
And
guess what? He probably would’ve made
a sale.
How
To Find Your Perfect Customer
When
you are marketing your business, you always
want to have an idea as to whom you are
targeting...
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