Whether you’ve been in business for 20 years or are just getting started, it’s not uncommon to have difficulty getting customers. You know how great your product or service is, but the message just isn’t getting through to potential buyers.
Take a look at some of the most common reasons that businesses fail to bring in customers and start making some changes to increase your profits.
You’re Targeting the Wrong Customer
The person you think is your ideal buyer simply may not see the value of your product. In a famous example of this, the PT Cruiser was originally intended to appeal to young buyers, but instead attracted Baby Boomers. The company went with that, and sales took off. It may be time to go back to the drawing board when it comes your buyer personas. Write down all the different types of people who could be potential customers and work off of that list. This might result in completely changing your advertising campaigns, but it can make a big difference to your business.
Your Message Doesn’t Hit Pain Points
People buy products when they know that the product will fulfil a certain need. If no one is buying your product, it might be because your advertising message is off. Take a good look at your prospective buyer and try to figure out what their problems are. For instance, if you’re a clothing maker, your target customer may struggle with finding clothes that are both comfortable and fashionable. Highlight how your fashion line solves both problems.
You’re Using Outdated Advertising Methods
Many companies stick to tried-and-tested advertising methods like direct mail, print advertisements, and directory listings. These things may still bring in some business, but many consumers now turn to the internet when they need a new product or service provider. Your website needs to show up in the search results, and your business should have a content marketing plan that builds you up as a leader in your field. Depending on the target customer, this might mean having a blog on your site, publishing white papers and case studies, or having a YouTube channel demonstrating different ideas for using your product.
You’re Skipping Business Exhibitions
Business exhibitions might seem expensive and time-consuming, but having a stand design that’s custom built at a trade show professionally portrays your company and product in front of customers who are more likely to buy. It allows people to try out your product and speak in-depth with your sales reps to get answers to their specific questions. This personal touch can go a long way toward getting new customers.
You’re Not Engaging Current Customers
People who really like a particular product are likely to recommend it to their friends. Spend time engaging with your current customers. Find out what they like and don’t like about your product to get ideas for the future. Set up a referral program to encourage them to refer their friends. You can even think about ways that you might get even more sales from current customers. Increasing profits doesn’t always have to be about increasing your customer base.
You’re Not Following Up
Opinions might differ on exactly how many times a potential customer needs to see your advertisement before they buy, but it’s a safe bet to say that few people make a purchase without spending a bit of time thinking about it. They might see your ad a few times before going to your website. They might visit your site as they’re comparing different companies. You need to capture the potential customer’s contact information and follow up with them. Many businesses do this with email lists. You start by offering the site visitor a bonus for entering their email address – a special report or a subscriber-only coupon deal – then start marketing to them by email.
If you’re not getting all the customers you want, it’s time to shake things up a bit. Spend time looking into your advertising methods and the problems your customers face. This should give you a better idea of where to focus your attention.by