www.brand-camp.com We realise that lots of entrepreneurs are struggling with how to get more clients and customers, so we have created this presentation to help you do just that! It was originally a webinar, so if you would like clarification of any points, please contact me directly.
3. Content
• what business are you really in?
• how you can influence consumers
as they move through the buying
process
• why your customers leave
• strategies you can employ to
prevent this happening
14. Action
Get
clear
on
the
business
you’re
in.
Ask
yourself
the
following
ques9ons
• Why
do
your
consumers
come
to
you?
• What
problem
are
they
trying
to
solve?
• When
they
buy,
who
are
they
buying
for?
• Which
part
of
your
business
delivers
the
greatest
profit
margins?
• If
your
company
folded
tomorrow,
where
would
your
customers
go?
33. Need Information Evaluation of Purchase Post-Purchase
Recognition Search Alternatives Decision Behaviour
Create Discuss Build Provide After Sales
Impact Specifics Credibility Proof Care
37. Sources range from articles,
videos, product comparisons,
recommendations from
friends and family to
ratings, testimonials,
comments on blogs and
website
38. 84% of shoppers said
that this information
shapes their decision,
shifting them from
undecided to decided
39. So the big question for
you, is what happens
when your brand or
product gets ‘Googled’?
40. How many sources of
information are there
on your products and
services?
41. If less than 11, you need
to address this right
now!
42. Action
1. Enter
your
product
name
into
Google
and
see
what
comes
up
2. Next
enter
your
product
name
and
add
the
word
‘reviews’
3. Next
do
a
search
using
‘best’
and
your
category,
eg
Best
hotel
in
London,
Best
printer
in
Bristol
This
is
what
your
customers
see
when
they
make
buying
decisions
in
your
category.
Do
you
show
up?
43. Ways To Increase
Your Visibility
Set
up
social
media
Contact
influenJal
Write
arJcles
that
sites
for
your
bloggers
in
your
category
posiJon
you
as
brand
and
or
products
and
get
them
to
review
a
thought
leader
your
products
Create
blog
posts
on
Create
short
how
to
videos
Create
product
highly
searched
terms
for
your
products
demo
videos
in
your
sector
Get
featured
on
Create
case
studies
Encourage
video
independent
tesJmonials
from
buyers
review
sites
44. Do you know the 6
reasons your customers
leave you?
45. Influenced
Away
They Die
Perceived Unresolved
Indifference Conflict
Get a Move away
better deal
46. Why
Customers
Leave
82%
Source:
How
To
Win
Customers
&
Keep
Them
For
Life
By
Michael
LeBoeuf
47. 70% of customers
would do business
with you again if you
resolve the complaint
in their favour.
48. What’s more, if you
resolve it on the spot,
95% will do business
with you again
It starts with the realisation that something is not as it should be, perhaps your car repeatedly struggles to start every morning and has difficulty accelerating. You then consider various ways to solve the problem - this is the second step. You could buy a new car, a second hand car, get your car repaired, take the bus, a taxi, or even rollerblade to work. The third step is the evaluation of the alternatives. Rollerblades are inexpensive, but not that practical on cold and rainy days, your budget doesn’t stretch to a new car etc. Then you reach the purchase stage and at times a post-purchase stage as you might return the item if it doesn’t live up to your expectations. In reality, the process is rarely this linear of course, as you might go back and forth evaluating alternatives and researching before purchase. The speed with which you move through this process will also vary dramatically depending on the type of product that you’re buying. Products that are expensive, eg cars, houses or of great importance, such as acne medication will have a more considered approach compared with the bottle of water that you buy while out shopping on a hot day when you’re thirsty.