Within the following processes: WHO, WHAT, HOW, and Strategy we need to answer some questions:
WHO is the company that can become my ideal client?
WHAT do I have to do for that company to become my ideal client?
HOW do I reach that company in the easiest and cheapest way to become my ideal client?
Strategy. What is the simplest model, and steps, that if I follow will generate the most interactions between us and the ideal customer so that we bring value to each other?
The ideal customer is the one with whom it is most accessible, cheap, simple, fast, and profitable to do business.
There are several advantages to having a clear statement of WHO:
• We don't take it personally when we are rejected
• We don't waste resources: offer, discussions, energy ... for companies that we don't have the best chance of becoming customers
• Focus - we focus all our energies and resources on the most likely customer (eg. If a company becomes our customer when we call it 9 times, we will not call 10 customers 8 times = 80 phones, but one nine times = 9 phones and we have the result: a customer).
WHO + WHAT + HOW + Strategy = Internal advantages
Who = Those core customers who buy our products and services at an optimal profit for us.
CE = Our unusual offering that your business owns and can deliver.
HOW = The strategy that will convince your core customers to buy your unusual offering versus what the competition is offering
STRATEGY/Measurements = A series of imaginative actions that will successfully carry your unusual offer and make it well known to your core customers
It needs to be more than just defining the customer as a statistic, go beyond demographics. What it means to know your customer:
to understand his needs
preferences
prejudices.
Understanding your customer is vital to creating a robust and effective strategy that will drive business growth. You have a much better chance of selling your products or services to someone you know and understand.
The easiest way to get to know your customer is to sit face to face with them = call potential customers and talk to them, listen to them, and tell them about yourself. Form a mental picture of the customer you want to sell to. You need to think of your customers as a person, not a statistical number. Only in this way will you have a positive selling experience.
Knowing your target customer and communicating a consistent message to them is key to growth.
To do this process yourself, you need to go through training on these processes at least eight times.
Now that you understand the importance of WHO+WHAT+HOW+Strategy, you're probably eager to discover the unusual offering of your own business. Just as I did in the search for WHO, the lead customer, I'll give you a step-by-step process that allows you to define the unusual offer you can hold as leverage in your customer relationship.
Take each step at a time, and pay attention. Each is designed to encourage objective thinking, to ensure you look well beyond the narrow transaction between you and your customer. To create an offer that will help you and inspire your customers. To deliver a meaningful and beneficial experience at every customer touchpoint.
