Impressions - January/February 2023 - 41

self the following:
* What is the most profitable type of order from these customers?
Be specific.
* How frequently do your best customers order from you?
What can you do to increase that?
* Think about geography. Where are your best customers located?
In your city? In you state?
* What about digital geography? Where are they online? Do
you follow them?
* How about social geography? Do your best customers belong
to trade associations, clubs, unions or any other kinds
of organizations you can join?
* Who makes the decision to order? How can you find them
on LinkedIn?
* What do they love? What do they hate?
Your goal is to focus on the searchable attributes of your best
customer. Once you've done so, you can start trying to find more
of these same kinds of customers out in the wild. The answers to
these questions will also help with marketing.
Image by Art_Photo
Your Customer's Problem
else to hang your hat on.
Do you know the solution to your best customer's biggest problem?
It may not seem like it, but we are problem solvers in this industry.
An HR manager needing shirts for their staff has employee-retention
and morale challenges. Knowing which polo is stain
resistant or won't pill when snagged are the answers the person
may be looking for in a vendor. For a touring rock band, the
logistics of getting replacement shirts delivered by the next tour
date is essential to the group's financial health. For a restaurant,
fun and vibrant T-shirts sold in a merch store can add revenue to
the bottom line in a way that won't spoil their food.
The more you think and act like a problem solver, the more
alignment you build with your customers. The best way to do this
by asking questions. Don't assume you know the answers. Some
possible questions might include:
* What are your customers' wants vs. their needs?
* What are their biggest problems or struggles?
* How else could they solve these problems?
* What are they doing now? Is it working?
The point here is not to try to find customers for your solutions,
but solutions for your best customers.
Your Solution
Like a magician pulling a rabbit out of a hat, your customers want
you to perform miracles. So, what do you have up your sleeve?
This is known as " the offer. " How are you different from every
other yahoo out there who can decorate a T-shirt? Here are some
thought-provoking questions you should be asking yourself:
* What are the top features you offer?
* How can what you do best be in alignment with your customers'
biggest problems?
* What is unique about your company?
* Can your solution involve better technology?
* What about creativity? Art is what sells.
* How about experience and expertise? Can you be your
costumers' guide and mentor?
Note, your advertised solution can NOT be cheaper or better
customer service or quality. Why? Because everyone says that about
their business, besides which the last thing you want is to end up
winning the low-price race to the bottom. Also, superlative customer
service and quality are hard to prove, and nobody is going
to believe you are the best anyway. Better to choose something
Value Proposition
You've undoubtedly heard this term before. But do you know
what it means?
For some, it is a promise they make to the customer in the form
of a guarantee. For others, it's the main reason someone is doing
business with them.
Try this experiment. Pulling up that 80/20 exercise, find your
top 10 customers and ask them the following question: " Why do
you do business with us? " Your value proposition will probably
show up in their answers. If you need some additional help, consider
the following:
* What makes you unique?
* Why would anyone do business with you?
* What are the benefits of a relationship with you?
* What do you bring to the table that is unmatched by others?
* In your customer's eyes, what is the No. 1 thing they value
the most? How do you know?
Sales Channels
A sales channel is your customers' path to ordering from you.
While you may think there is only one way to attract customers,
there are many. It is therefore essential to align your sales channels
with your top focus-group customers in mind. You want to sell
to your best customers in a manner that is most convenient for
them. The more friction in the sales process, the more likely your
best customers won't buy.
With your top customers in mind, consider these popular sales
channels and what you can do to build a more frictionless sales
experience:
* Salesperson
* Web site
* Dedicated online store
* Order form
* Referral program
* Contract
* Subscription
* Affiliate
You don't have to only have one. Plus, some customers might
like one way but hate another. It's good to have options!
JAN./FEB. 2023
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Impressions - January/February 2023

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