Category: Sales

Customer Creation Concept #1 - You Are A Creator

Realize that everything you do in your business is creating something.  You are constantly creating whether you believe you are creative or not.  You can’t get away from creating.  You are made that way.

You create your business circumstances by the beliefs you hold and the actions you take.  You can choose to take actions that support the process of business or you can choose to do nothing (non-action).  In both cases you will be creating.

Creating a never ending stream of customers can make life a lot easier as a business owner.

Understanding that you are creating, and focusing that power on the creation of customers, will support business success.

So, What Have I Done Lately?

Just came across a post over at one of my favorite blogs, Landing The Deal, that describes a business that will put 95% of all other businesses to shame.

Kids Roar is a company that sells cool stuff for kids.  I purchased the Paint and Play Horses for my daughter since her entire bedroom is horse themed and she rides and cares for her own horse.  Perfect. 

But, that isn’t the point here. 

The point is the entrepreneur that started this company is, drumroll please, 8 years old! Alexandra McDaniel is going to be a 10 year business veteran by the time she graduates from High School.

Take a look at all of the things that are done right there.  She speaks publicly.  She has a blog.  She has personality.  She targets a specific demographic niche.  She is an open book about the business.  She has cool products.  She has an e-mail newsletter.  She pays her bills.  She learns and APPLIES business principles.  She uses the media for exposure.

I could go on and on but click over to her site and take a look. 

It will make you ask yourself, “So, what have I done lately?”

Attention Authors!

Brad Jensen, author of The Miracle That I Offer: Connecting To Your Spiritual Self that I wrote about in the previous post, has put together a little tutorial on the project.

If you want to learn how to do your own publishing, click over and take a look at Brad’s tutorial titled, “My First Amazon/Booksurge Self-Publishing Project"

Can I give you a discount?

I’ve been spending way too much money lately.  A new roof on my house, gutter helmets to keep the leaves out, new tires on one of the vehicles, new soccer uniforms for the boys, new English riding gear for one of my daughters and a new digital video camera.  While I say I’ve been spending too much money, my brain works in a funny way when thinking about it.  I would actually spend more money on any one of these if the salespeople (I use that description loosely) weren’t so adamant on lowering their prices.

There are other things that are more important to me, and I’m sure many others.

1. When can I get it?
2. What kind of quality is the product in relation to other products in the category?
3. Will you be here after the sale if I have any questions or problems?
4. How about a warranty?
5. Do you know of any special benefits or features I don’t have the experience to ask about?
6. What do other people like me think about your product?
7. How does it make my life easier?

It seems that whenever I want to spend money I have to answer my own questions by doing the research.

Does anyone sell anymore?

A Fly on the Wall at Google

Seth Godin recently spoke at Google about his ideas on marketing.  If you want to get your juices flowing take a look at this video.  As usual, Seth will get you thinking about the direction you are following with your business.

The Grandfather of Internet Marketing

For straight-talk, internet marketing education there is no better teacher than Ken McCarthy.  He knows how to find what works, distill it into easy to understand bite-size lessons, and deliver it in a way that makes useful sense.

Whether you are a marketing veteran or a newbie, Ken’s “System“ is all you need to know.  There is another “System“ seminar in May in Chicago.  Get there if you want to know more about successful internet marketing.

As for him being the “Grandfather” of internet marketing.  Check out video of the very first internet marketing seminar held in 1994!

Customer Creation Concept #8 - Listen Real Closely

To create customers you have to have great communication skills.  Great communication comes from listening real closely.  The more closely you listen, the more accurate and motivating your message will be.

To maintain an accurate awareness you can review customers complaints, attend new customer presentations or develop a set of questions and just pick up the phone and give a customer a call.

Listening in a world where everyone else is screaming will differentiate you and create more customers.

Customer Creation Concept #7 - Weave Your Story...

There are a couple of myths that fly around in the brain box of the non-marketer.  “Build it and they will come” and “Build a better mouse trap and the world will beat a path to your door.”

Both of these myths are deadly to business.  They cause a lot of frustration and inevitable loss of a lot of great products and services in the world. 

Products and services DO NOT sell themselves. 

There is a constant dialogue in your prospect’s head.  Some of it takes place by your voice coming through their ears.  Some of it takes place in the voice of their mind.

Your “story” about your product or service must weave into the “story” taking place in your prospect’s head if you are going to create a customer.  When the story of your product or service (benefits, features, usability, testimonials) becomes part of their story you will create a customer.

Creation of customers is ACTIVE.  So, get to it…

Customer Creation Concept #6 - Emotion Sparks Action

Before any customer is created, your prospect must feel some emotion.  Emotion is the precursor of action.  No action is ever taken without some emotion proceeding it.

Emotion is the fuel…

Joy, sorrow, anger, fear, surprise, disgust, guilt, shame, pride, envy, and emotion #1, LOVE are all at the source of every customer creation.

If you want your prospect to take action, study emotion and make it the core of your marketing.

Customer Creation Concept #5 - Fight the Yawn

Customer creation is an ongoing, day-by-day, step-by-step, multiple action process.  Sounds like it can get a bit tedious.

YAAWWN!

It can never stop if you are going to be a successful marketer.  Differences are made over time, not in a single ad or direct mail piece.  That’s just the way it is.

YAAWWNNNN!!

The yawn is the enemy.  It is contagious.  Look around your industry and you will see it has taken over most of everything that everyone is doing.  The yawn even nibbles away at your margins.  The only way to market with a yawn is to have a low, everyday price.

You have to defeat it in yourself and in your prospect.  Curse the yawn with something different, imaginative, outstanding in the eyes of your prospect.

Put a charge in your prospect.  That charge will make a magnetic attraction.  When the prospect feels something you will create a customer.

It’s time for you to wake up and smell the coffee!  It’s perking up profits.