As a sixth grade teacher, I had two kinds of students. First was Dylan. He was one of those kids who let us all know he was there every single day. Dylan just hadn’t mastered the concept of “use your inside voice.” He wanted to be seen and heard; he entered the classroom each day on roller skates telling a joke or offering some kind of show and tell. Everyone was aware when Dylan was present, and also aware when he was absent.
Next was Jackie. Jackie came to class every day – always prepared and always confident. She didn’t feel the need to exclaim her presence in the way of Dylan, but you always knew Jackie was there as well. She carried a strong presence about her that commanded the respect of her twelve-year old classmates. When Jackie spoke, quietly as it may be, everyone stopped to listen. We all knew she was well-studied and wise and had useful information to offer. Often she could teach a classmate an easier strategy for studying for the vocabulary test, or she knew where to find information that everyone needed for the science project due the following week.
Like sixth grade students, small businesses have a need to make their presence known. Just like Dylan, we have a tendency to yell, “Hey customers – look at me!” or “Hey clients, see what I can do!” But with the over-saturation of marketing messages, consumers have told us they have learned to drown out many traditional marketing tactics that scream for their attention. There are just too many businesses competing for the same target audience.
What can we learn from Jackie about how to market our business?
First, Jackie was good at what she did. She was studious and prepared at any given moment. As a business owner, would you call yourself an “expert” in your industry? Do you know your product inside and out? Do you know your industry, including best practices and new technological advances?
Secondly, Jackie didn’t have to scream for others to listen. Her knowledge commanded attention. As a business owner who’s an expert on your industry, your customers will listen to your messages if you offer them insight that makes their lives easier, more comfortable or more enjoyable. When you send company newsletters and customer correspondence, offer your customers a tidbit of educational information. Company newsletters should tell – not sell.
Thirdly, Jackie achieved a respectable reputation and left a positive memory of herself and her expertise. As business owners, it is imperative that we gain the respect of our customers and establish ourselves as a valuable resource to them. With so many businesses yelling, “Look at me,” we have the opportunity to differentiate from the masses by positioning ourselves as customer-centric!
- Anticipate your customer’s needs before they ask.
- Find ways to solve your customer’s problems before they realize they have them.
- Add value beyond the sale by educating your customers about your industry.
