3 Common Mistakes Service Businesses Make When Marketing to New Customers There are many people who are good at what they do yet still go out of business.
Ask yourself why...
What you think you are selling really has nothing to do with what your customers are buying.
When you market your business in any way to get a customer in the door, that customer will have some preconceived ideas or expectations about what the appointment with you will be like.
In every instance your customer will be looking to purchase an experience and in order for you to achieve great success in your business, you must learn how to market and deliver that experience.
Mistake #1 -- One of the biggest marketing mistakes is a business placing an ad and discounting the service or product offered.
When you market your business in this way you will attract mostly price shopping customers who will have same expectations of those customers paying full price, but without the same loyalty value.
This "price shopper" expects to receive a full value service and will look for your discount the next time he or she needs your service or worse, they will find your competitor's discount.
If all you give your prospective customers to compare you with your competitors is price, guess what's going to happen? they'll choose the cheapest! Mistake #2 -- Another common downfall made when marketing your business is not understanding what experience or expectation your customer has and this is especially true when a company has discounted a service.
As I said above, when you discount your service your customer expectation will not change.
I once worked with a business who was running an ad for a $40.
00 service regularly $80.
00.
This business had a new customer who made a complaint that she thought the service didn't meet her expectations.
The employee at the business replied with "well ma'am you are only paying $40 for an $80 service, do you really expect the extras that our full price clients get?" YES SHE DOES, in her mind it is a full price service.
Mistake #3 -- Do not copy your competition's ads or marketing campaigns.
You are not ever going to become a great success if you copy your competition's ads.
You must establish the uniqueness of your business and the experience you are really selling.
What I am speaking about is re-inventing what you sell so that it cannot be compared to anything your competition is selling.
This month we will be focusing on how to discover, meet and exceed you customer's expectations whenever your customer does business with you.
Below is the first exercise in this 4 week series that teaches how to advertise your services in a way that does not discount but gives your business more value to potential customers.
Lets look at an example offer for a skin care clinic -- European Facial for $65 reg.
$85.
The following are three steps to transform this offer into something that adds value, does not discount and gives you control of the customer expectation.
Step #1 -- Look at your business as the experience your client really desires and then write an offer that gives massive perceived value to what you're selling.
Include in the offer services you already give away for free -- and put a value on them! Step #2 -- Re-name your plain service to reflect what the customer would like to experience.
In our example of the European Facial (something everyone else has), we give it a name that matches what our customer actually will want! Step #3: Raise your price!!! How? In our example we will design our ad to convey the value of the service and raise the price from $85.
00 to $99.
00: NEW CUSTOMER OFFER Age Destroying Facial A custom facial designed customized specifically for your skin which will address common factors that make your skin look old.
This service includes all of the following: oa thorough consultation to establish your skin type oyour own custom professional treatment formulation oprofessional home care prescription to increase results ocustomized scalp treatment to relieve tension o15 minute shoulder and neck massage & omore relaxing extras to deliver an extraordinary experience Receive this service valued at $197 for Only $99 Problem? No, of course not...
because they're actually getting two, even three times the value in extra services and that is the message you need to get across to your perspective customers.
When you redefine the way you market your business this is what will happen: First, your prospective customers will not be comparing your prices to your competition.
Second, you're going to attract the customer who places value and service above price! Third, you're going to -- by default -- get rid of customers who insist on price shopping -- and send them to the discount competitor! Your marketing message is just the tip of the iceberg when you are defining the customer experience in your business.
In the next 3 weeks you will learn the overview of each step required to start creating your Above & Beyond service culture.
What more? Take the guess work out of your marketing with our proven strategies to get clients in the door and keep them coming back.
Learn more by clicking here now!