The best advice that I could give someone looking to attract more customers is to stop hiding behind your logo. A logo, is just a logo. People don’t care about your logo, or flashy marketing material. Either you, or someone in your company, needs to step up to the plate, and get to know your customers.
It’s not rocket science. To attract more customers, you need to listen to your customer’s needs, wants and desires. The problem with large corporations is that they lose touch with whats happening on the sales floor.
When you begin to listen to your customers, you will be able to pick up on what their pain is. Why did they search for a company like yours? Why did they walk into your shop? Did they find what they were looking for? Would they come back?
At the end of the day, if a customer buys something from you, and they like it, they will be back for more. If they like it, they might even recommend your company to their friends and family, and so the word begins to spread. But if they didn’t enjoy the experience, there is a good chance they won’t come back, and they will make sure their friends and family won’t either.
Word-of-Mouth, is the most effective form marketing. Yes, price, product, and presentation is important, but at the end of the day, it’s all about the customer journey, and overall customer experience.
For example, If I needed to get the tyres changed on my car, I would probably do a google-search for a company that offers this service, and is close to me. From there, I might call the company, or just go visit them directly.
If the company that changed my tyres appreciated the money that I was about to spend with them, they would at least try to understand my pain. I know that I need my tyres changed, which is something that no one likes doing. It’s expensive, and its a huge waste of time. I know that I need new tyres, but I don’t feel like wasting half of my day standing in some dirty garage all day.
Now, if the company that is changing the tyres, wants to attract more customers, they could start with making the customer feel welcome. Maybe they could offer the customer a cup of coffee, while they discuss the price, and how long they expect the process to take. Maybe they could even offer you a biscuit, newspaper, or magazine, and a comfortable chair to sit in, while you wait for them to change your tyres.
By understanding the customer’s pain, you could create an amazing customer journey. You could create an experience, that the customer won’t forget. I’d much rather spend a bit more money if I enjoyed the experience, than spending money with a company that treated me like shit.
I think there are a lot of companies out there that have forgotten how important the customer experience really is. If I didn’t enjoy the experience that I had with a company, there is a slight chance that I would go there again. I would make sure to try to find someone else that could help me, and I would probably tell all my family of the crap experience that I had.
Instead of being the company that is known for ripping people off, and stealing their hard earned money, you should be focusing on improving the customer experience. It’s impossible to please everyone, but you will be able to make an impact.
Once you get this right, anything is possible.