In the world of marketing, understanding your customer’s needs is paramount. But what if you could go beyond just understanding their needs? What if you could actually grant their deepest marketing wishes? This is not a fairy tale; it’s a strategy that can significantly improve your marketing efforts and, ultimately, your bottom line. Let’s delve into how you can become the genie that grants your customer’s marketing wishes.
The Genie in the Bottle Question
Imagine you’re a genie in a bottle, and your customer has just rubbed the lamp. You’re about to grant them one marketing miracle. What would that look like? This is the question you should be asking your customers, whether you’re in a demo call, a sales meeting, or any other customer interaction. The answer to this question will give you invaluable insights into what your customer truly desires.
For instance, if you’re talking to a doctor who wants more qualified leads and fewer no-shows, you now have a clear idea of what your marketing package should aim to provide. The key is to listen carefully and think about how you can grant that wish.
The Complexity You Get Paid For
Solving the problem your customer has just described is the complexity you get paid for. Once you’ve figured out how to grant their wish, you can replicate that solution for other customers, creating a sustainable revenue stream. The trick is to be as specific as possible when talking to your customers. The more specific they are in describing their needs, the easier it will be for you to define the outcome they want.
Case Study: Roofing and Mold Remediation
Let’s say you’re in the roofing business, specifically in mold remediation roof replacement. If you ask your customer the genie question, they might tell you they want more estimates for specific jobs, or perhaps they’re looking for a more efficient conversion process. Your job is to then package your services in a way that grants these specific wishes.
Crafting the Offer
Once you understand your customer’s needs, you can craft a package that delivers the desired outcomes. This is not just about the services you provide but about the results that your package will produce. For example, if your customer wants more opportunities to pitch their roofing services, you could offer a time-sensitive package that includes a free set of gutters with any roof installation in the month of July.
The Importance of Strategy
It’s crucial to have a clear strategy before you start crafting offers. You need to know whether your customer would prefer to pitch to two people a month or 200. Once you have that information, you can create a strategy that may initially require you to “go backwards to go forwards.”
The Sam Walton Example
Sam Walton, the founder of Walmart, is a perfect example of this strategy. He took out financing to install ice cream machines in front of his stores, offering free ice cream to shoppers. While this move cost him money upfront, it drew people into the store, where they would then make additional purchases. This is a classic example of a trial offer leading to a core offer, a strategy that can be applied to virtually any business model.
The Front-End and the Back-End
Many businesses make the mistake of trying to make money on the front-end of their offers. However, the real monetization often happens on the back-end. Take McDonald’s, for example: they make only about 14 cents on a burger, but when they upsell you fries, they make an additional $1.25. The key takeaway here is not to focus solely on the initial sale but to consider the lifetime value of the customer.
Conclusion
In the world of marketing, becoming a genie for your customers can be a game-changer. By asking the right questions and listening carefully to the answers, you can craft offers that not only meet but exceed your customers’ expectations. This approach not only helps you solve their immediate problems but also sets the stage for long-term relationships and sustainable revenue streams. So go ahead, ask your customers what their marketing miracle would look like, and then set out to grant that wish.
