When you want to attract new customers it doesn’t always go to plan.
Sometimes they will not buy. And there are usually a number of reasons why not.
One common one these days has to do with what you offer.
Instead of guessing why they do not buy you can use a simple approach that may benefit your business.
I believe it is a myth customers do not know what they want to do and what their needs are.
They know what tasks they want to do and what they want to achieve. They also know which needs are most important to them to get done. When you think about it customers leave clues for you to pick and follow.
Just like you do.
They only seek out solutions such as products or services to help them achieve outcomes.
These outcomes are their own measurements of success. There can be a number of them for each task and often they are not want you may think is important.
Where your business can run into problems is because the products or services are focused on needs that are satisfied. This means the outcomes that customers use to measure success are well catered for.
Or they are focused on satisfying needs that are not important to customers. For example, many articles are written about the importance to having a blog for small businesses. However, for many small businesses this need to produce content is not important to them.
This is about discovering their unmet needs that are currently not being satisfied and it needs to be from a customers’ perspective.
With so many products or services available, customers seek simplicity. For this reason if your product or service can replace others and lessen customer stress you can increase sales.
By looking at unmet needs means, you get away from offering the same products or services as other businesses and set your products and services to be the solutions they seek.
The way to see how to turn this problem of trying to get new customers into a growth opportunity is to do some analysis.
Look at the tasks your customers are trying to get done, how important they are and whether there are needs that are not satisfied. And look at what ways they measure success.
Ideally you need to look at your competitors as well as they are potential solutions customers look at.
Once you do the analysis, you can diagnose whether this is a reason why new customers are not buying. If it is then you have the opportunity to make changes and get new customers.
An example of a task is when you need to book an appointment to get your haircut. One outcome you are looking for is to minimise the time it takes to get the appointment. There are many hairdressing places around but most take bookings only by phone. This can mean you can’t book after hours or you may get voicemail if they are busy.
A business I know now offers online booking and others around the area do not. Problem solved so the outcome of reducing time is now satisfied. This is an example how using simplicity can grow your business.
Over to you: Have you ever done this type of analysis? Do you know which outcomes are currently not satisfied.
Do you want to get new customers? If you do, I can help. Click Here to see how.