How To Target And Connect With Potential Customers Effectively
A consumer is not only the person to whom the products or services are promoted or sold; they are also the actual user.
By Precious Mvulane
Here’s a bad scenario I wish you do not find yourself in:
You’ve just put in the long hours and finally finished making that great product or service.
You introduce people to your offering and… nothing.
Not a single customer.
I have got some tips to share with you that will help you fix it.
So you have actually just created a product or service …
Maybe you want to sell your services online.
Or you produced your first online training course, and also you prepare to launch. So the big day arrives. You introduce people to your offering.
No one joins your program. Or no one contacts you for your service.
If you’re facing this issue today (or it has actually occurred to you in the past)… I understand exactly how discouraging it can be.
Plus, I understand all the work that goes into developing remarkable products. It’s inhibiting when people don’t buy.
But it’s not only about your time as well as effort.
When a product or a service doesn’t sell, it’s about your cool hard cash.
So what exactly can you do when your product or service does not sell? I’ll share few tips to help you target your ideal customer.
Profile the customer
In order to be able to help a customer, you need to profile the customer to establish what they are looking for when they buy your products or services.
What are the requirements or qualifications or accreditation they need? What prices or fees are they prepared to pay? Who are they buying from? Why do they buy? Who are the regulators of your industry? What do the regulators want?
Have a Unique Selling Proposition (USP)
If your product or service solves a problem that is not solved elsewhere in the market, this could be your Unique Selling Proposition (USP).
Conduct a needs analysis
Conduct a needs analysis of the target market to ensure that your product or service suits their needs and affordability.
When you collect information about customers, you need to make sure that the customer knows how you will use this information, how you will store it, and that you will ensure it is only used for the purpose for which it was collected. It must not be accessible to unauthorised people.
Such process is guided by the Protection of Personal Information Act (POPI), No. 4 of 2013. POPI aims to promote the protection of personal information by private and public bodies, and provide for the minimum requirements in the lawful processing of information. POPI also provides for the establishment of an Information Regulator.
POPI affects all business sectors irrespective of size, especially in the financial services, healthcare and marketing service sectors.
As an entrepreneur, you could be fined R10 million or face 10 years imprisonment for non-compliance with this Act.
Entrepreneurs collecting information should have a privacy statement, notice or policy that is easy to read and accessible.
It should be written in a format or language that is easy to understand, and should state whether the information will be passed on to third parties.
If you use SMSs, emails or direct marketing develop the policies and procedures on how you communicate to the customers and staff.
This means that anyone who uses an item or services has recourse to complain, even if they are not the one who actually bought it or paid for it.
The following two articles on this topic are very useful:
Consider the Electronic Communications and Transactions Act (ECTA), No. 25 of 2002; it regulates electronic communication and prohibits the abuse of information.
It states the principles for the electronic collection of personal information as well as the time frame for which this information may be kept.
If you answered yes to any of these questions then this book is for you.
Are you ready? Can you identify with any of the following challenges?
- set goals but have not achieved them
- tried to join other people but it has not worked out
- are not making money
- have no clarity on compliance and responsibilities as the director, trader, employer and taxpayer
- overwhelmed by legislation. They are just tiresome
- unable to pay for operational expenses. Cash flow is a problem
- don’t know what a financial statement is or its purpose
- do not know how financial statements assist you to manage you business
- don’t know how to calculate the cost of products or services
- don’t know how to set selling price for your products or services
- don’t know how to identify finance risks and apply corrective controls
- don’t know who to approach for help