business strategy
customer focus When it comes to our clients – our members – there are a whole heap of strategies I would like to share with you for maximising their value, but I only have space for one and so here it is. Write out the profi le of your ideal
customer. As you do this, imagine them sitting opposite you; get a really good image of them in your mind; give them a name. If the range of your customers is quite wide, try to identify the average person. If you have more than one ideal customer, do this for each of them.
Answer the following questions:
Logical characteristics • Are they male or female? • What’s their name? • How old are they? • What do they look like? • What are they wearing? • What job do they do? • What do they earn? • What kind of family do they have? • Do they have children? • How old are the children? • What kind of school do the kids go to? • What does their spouse/partner do? • What kind of car do they drive? • What kind of place do they live in?
Chiropractors willing to think out of the box might offer online back care advice and classes
By understanding your customers, you will be able to talk to them in a way they will instantly recognise
Emotional characteristics • What are their hot points? • What causes them pain? • What are their main fears and frustrations? • What keeps them awake at night? • What’s the number one problem they want solved? • What’s their desired outcome – what do they really want? • What’s the reason for them wanting that outcome – what’s in it for them by achieving that outcome?
What this gives you are the keys to your communication with your customers. This is not about knowing your customer. This is about understanding them, and that’s a completely different ball game. By understanding who your customers are, you will be able to talk to them in a way they will instantly recognise – and that’s
what builds great relationships. I see so many pieces of customer communication that could, quite frankly, be aimed at anyone. Make yours really hit the mark. By having the answers to the questions above, you will be well on the way.
business-building questions Finally, there are two key questions that most businesses never ask, but that can transform your profitability. Question one is: “What’s next?”
What’s the next thing I can offer my customers once they’ve made their fi rst purchase? Once you’ve answered that question, ask it again and again and again. The answers will be the keys to your future success and profi tability. For example, I go on occasion to a
local chiropractor who’s something close to a body magician. I only go when things go wrong, but just think what he could do. He could offer a ‘back club’ – an MOT service for the back, maybe with reduced-price sessions if you book a certain number in advance. He could offer advice, products, online classes for back maintenance, downloadable exercise routines and so on. He does none of these and the thing that stops him – I know, because I’ve talked to him about it – is his belief that people wouldn’t want to commit to paying fees upfront. How does he know that? He doesn’t, because he won’t ask. He’s a very good example of the “that wouldn’t work in my business” mentality, and he’s losing money because of it. The second question is: “What
else?” This is the question that really savvy business people ask. It doesn’t
50
Read Health Club Management online at
healthclubmanagement.co.uk/digital
november/december 2010 © cybertrek 2010
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84