In both my free eBooks (3 pillars to successful marketing / 5 pillars to marketing a coaching business) I talk about an experience I had when buying a Laptop in Curry’s / PC World. It’s an experience I’m sure i share with many of you. Now I’m not saying there is anything wrong with Curry’s / PC World or their staff, but when i tried to buy a laptop the sales people overwhelmed me with an abundance of fancy features, specifications, and bells and whistles of various ranges of laptops they had on sale… Although they were obviously very knowledgeable on the products themselves, you know what they didn’t ask me? My purpose for buying the laptop. I couldn’t have cared less as to whether the laptop had voice activated sonar capabilities or not. I wanted a Laptop that would be suitable for travelling, and making presentations for work! The sales people just didn’t understand my needs and wants as a customer. I’m going to take it a little further in this article and propose that not only do some businesses not understand the explicit wants and needs their customers have (necessary information to sell successfully) but a lot of the time (more often then I’d like to admit) they have know idea on who their dream / ideal customer actually is! Why is it important to know who your dream / ideal customers are? Because how can you possibly sell and market a product or service to someone you know nothing about? You will more than likely bore them, or worse, irritate them with a sales and marketing...
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