Feb 12, 2016 Written by Guest
Ah, St. Valentine’s Day, when thoughts turn to romance and finding the right partner. So much time and energy is spent chasing the object of your affection, only to find the feelings aren't mutual. And worse, you see that special someone holding hands with someone else.
We’ve all been there. We’ve all felt the pain of rejection and wondering to ourselves “What’s wrong with me?” Generally, there’s nothing wrong. In business we often feel the same. Why are my customers choosing a competitor over my product or service. The issue may not be what you are offering, but how it is being offered and perceived by you customers.
We’ve all been there. We’ve all felt the pain of rejection and wondering to ourselves “What’s wrong with me?” Generally, there’s nothing wrong. In business we often feel the same. Why are my customers choosing a competitor over my product or service. The issue may not be what you are offering, but how it is being offered and perceived by you customers.
![A Lesson In Chasing [client] Love](/media/k2/items/cache/4695cb3b19cbf906e45dac0da0913068_XL.jpg)
Three Steps to Finding Love (or at Least Marketing Success)
Step One: Satisfy the Customer
Before you can make your partner satisfied, you must know what sort of customer they are. If they are really into fashion and you constantly drone on about technology, you’re probably on the wrong track. You have to find out what their likes are (customer demand) and what qualifications you have (product positioning). This is right in line with the “4Ps” (product, place, price and promotion) of Marketing.
In this situation, the Product is the pursuer. The Place can be a restaurant. The Price is when the pursuee gives up the opportunity for other people (products) in the market - this is huge so some Promotion is needed. The more you know about your customer, the more important the customer feels. Common hobbies increase your exposure rate (advertising). It can be anything from sports to school to video games. Each customer is unique in their likes and dislikes. But, care must be taken as the customer is defining the products, as well. The brand image needs to be built up to avoid being “just friends.”
Second: Win the Customer’s Trust
When a romantic pursuit first starts, the “seller” does great when going after the “customer.” They work hard to be perfect. They give the customer everything they want, but it doesn’t last long. Here is where we need to watch out, because just like true consumer goods, there are plenty of other fish in the sea. Why should the customer buy an iPhone instead of a Samsung? The concept behind the product is important, and in the “love market,” it goes a long way to be seen as trustworthy. Most people, when first approached by a potential romantic connection, assume that the other party is a liar, or at least not trustworthy. So, a continued high level of customer service is key to developing trust.
Be honest. Keep your promises. This will help differentiate one product from the others.
Step Three: Make Profits
So, if the pursuer tries to close the deal, tries to formalize the relationship, the other party may still hesitate. Again, promotion can be useful. Let the customer know about the benefits they can expect from a relationship. Present them with gifts.
If, after all of this, the answer is yes, that doesn’t mean the job is done. Customer loyalty is key. Keep them coming back and not “buying the products of others.” Keep the romance fresh. Provide good customer service.
If the answer is still no, well you can always cry a little bit and email me. We’ll find out what has gone wrong and figure out whether the product needs to be tweaked or if the wrong customer was targeted.
I believe we can find someone for you.
* This blog was written in collaboration with our intern Mia Zhou who was married earlier this month. She did find her true love.
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