As marketers we have an underlying urge to maximize our potential and this means trying to appease as many customers as possible. While it sounds logical, things couldn’t be furthest from the truth.
You simply cannot be everything to everyone and as a marketer, you cannot be in a position to make every one of your customers happy. Saying no may be difficult, but sometimes it is the right way to go.
With the ‘yes’ mindset where marketers are trying to provide the best service and products to everyone, we naturally go for a broad range of products with less specific features. Why? Because we feel more secure that way, like we are not putting the business in any risk by saying no.
But There’s Actually a Risk
By offering a broad range of products, customers cannot identify with the brand and are unsure of what the business actually stands for. This means there will be less customer loyalty as they are more likely to turn to more specific brands that they can identify with.
After a long time spent on trying to appease clients, the business becomes less efficient as it is now using all its resources but isn’t really performing at full potential.
So, what is a savvy entrepreneur to do?
This is the first step towards improving on your businesses efficiency. Hone in on one or two skills that you are really good at and focus most of your resources to these. It will give you an edge over your competitors and help clients identify with your specific brand.
Define Your Target Market
You should next know who will appreciate your skills the most. Yes, the market just got smaller, but you now have a chance to build on customer loyalty. You will not be average at a large number of skills, but professional at a few specific ones.
Once you know who your target customers are, you will be able to tailor your services and products to best meet their needs and expectations.
Strive for Customer Loyalty
You are now focused on who you want to serve. It’s now time to put strategies and measures in place to ensure that your customers remain loyal.
A good following will keep buying from your business over and over again. They will also pass the word out of the amazing benefits that your business offers.
And remember, it is far much easier to get business from loyal customers than to get a new one.
Never settle. You want to have an ‘ideas’ pipeline to keep your business innovative and evolving. Customers will remain interested and the business will be at par or even ahead of the competition and will not be left behind.
The longer your customers remain interested, the more they will keep buying from your business.
Show Support for Your Customers
This is an excellent strategy to build even more trust and foster more loyalty from your client base. Your business should show that it is living amongst its employees and should support their social, economic and sometimes political views.
While this may be difficult as it may alienate some, you also stand a chance to pull in more customers since people will view the business as a healthy and important member of the community.