Marketing That Solves Your Customer's Problem

July 31, 2008

Marketing That Solves Your Customer's Problem
By Adams Hudson

In any random sales interaction, which thought will most likely run through your head: “That customer is a problem” or “That customer has a problem”? The one-word difference says volumes about your potential for sales and marketing success.

If you chose door #1 – “that customer is a problem” – you have chosen an expensive attitude that will cost you the money you spent getting the lead, the time you spent talking with the customer, and the “opportunity cost” you’ll pay for not selling to someone else while you’re spending your time not selling to this person.
However, if you chose door #2 – “that customer has a problem” – and can follow up with “which I can help him solve,” you’ll be a winner time and again.
In sales, your top priority is to help your customer identify specific needs and problems and provide the right solutions to same. Your marketing can take the same approach.

The marketing messages are already coming at your prospects from every direction – TV, radio, Internet, mail, email, billboards, door hangers, windshield flyers, store displays, even co-workers humming product jingles. So, how can your message possibly stand out among all these other messages?
Hint: Focus. Focus your own efforts. You can’t worry about what everyone else is saying. You’ve got to focus on the main thing you want to tell your customers. And the main thing you want to tell your customers is how you plan to solve their problem.

Is it a high utility bill? An air conditioner that won’t cool? A tight budget? Whatever the issue, you’ve got the solution.

You’ll see the problem-solving work to great effect in ads that promote “stop smoking now” or “lose 10 pounds in 30 days.” They’re highlighting a problem, providing a solution, prompting a call. And you can do the same.

Adams Hudson
Adams Hudson is president of Hudson, Ink “Creative Marketing that Works.” His company creates a full line of marketing tools for contractors including Customer Retention newsletters, Yellow Page ads, “turn-key” Marketing PowerPacks and custom copywriting. You can get a free subscription to his “Sales & Marketing Insider” by faxing your letterhead to 334-262-1115 with the request. Also check out www.hudsonink.com on the web for free marketing tips or call 1-800-489-9099 for more info.

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