By Ruoro Kairu
As a businessman, your company’s profit is determined by how well you’re able to market your products and services to your customers.
There are different levels of customers; there are those who bought your product, loved it, and they have decided to stick with your brand, there are also those who tried your products, and are now trying to decide if they’ll use your products again. By extension, there’s also a third category, prospective customers.
Prospective customers are those who have heard about your products or brand but are yet to give it a try.
How can you transform prospects into customers? How can you ensure they will buy from you and keep returning?
The short answer is ‘marketing.’
Then the follow-up question would be, how? This leads me to the slightly longer version of the answer.
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Simply put, marketing is how you get the word out there. It is how you’re able to reach both existing and prospective customers. Here is a definite marketing strategy that will help you turn prospects into customers.
1. Get their attention
It is hard to look at any industry that does not have competition. In the field your organization is in, there are likely to be other companies competing for the same market share.
To start off effective marketing to your prospectives, you need to get their attention. This can be done through various means of advertising. For example, you could have a social media campaign, brochures, a campaign on your website, and many other avenues.
Whichever approach you intend to take, target the prospective.
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Additionally, try to get their attention. Some of the ways to do this include; making a bold statement, citing a surprising statistic, arousing their curiosity, using graphics, and other effective methods.
2. Identify the problem
Most products are made in a way to fix or solve a problem the user has. However, a prospective may not be thinking of the problem at that time.
Look at the problem your potential customer is experiencing.
If they are not thinking of the problem at that time, you can start by reminding them about the existence of the predicament.
3. Position your product as the solution
After you have helped the prospect see they have a problem or need, they will then look for a way to solve this problem.
This is where you come in. Show what your product can do, and how it can help them solve the need they are trying to resolve.
4. Provide proof of success
You have already helped the prospect realize they have a problem that they need to resolve. After that, you position your product as the best one to fix the need. Now, you need to show the potential customer that your product works.
There are several ways you can do this. Some of the methods include testimonials from satisfied customers, free giveaways, reviews from previous users, and performance graphs.
Take free giveaways for instance. What you want to do is prove that your product works by having the potential customer try it for a limited period of time. You can, for example, have your sales team distribute free samples to potential customers.
When you have capable salespeople, they could even start converting some of the potential customers from this point.
5. Ask for action
You’re now in the final stages of the effective marketing strategy. Your goal at this point is to generate inquiry. You have to end the marketing technique you chose earlier by asking the reader to take the next step. This could be purchasing your product, subscribing to a service, or even give you a call.
With this effective marketing strategy, you’ll be able to reach out to your potential customers, turn them into returning customers and in effect, grow your company.