Always Look at a Product or Pitch From Your Customers' Perspective
As business owners, we have many sources of learning. Engineering school certainly taught me quite a bit. At the same time, the exposure to people from all over the world opened my mind to other cultures and points of view. I believe strongly in the power of surrounding yourself with like-minded and successful people. There is so much to learn by changing who you associate with. I am fortunate to have had good mentors as well, and my clients have been some of my best teachers over the last 19 years of consulting.
In this video, Chuck Mullins of Quiet Light Brokerage talks about one of his best business tips. Mullins develops, manages and invests in internet-based companies. He encourages us to think of what you are asking a customer to do from his or her perspective. This task or action can be something simple like entering an email address and submitting it via web form. It may also be something like responding to a promotion and making a purchase online. Anti-spam policies and certifications like privacy verified may help build consumer trust.
Customers hand over money to people they trust. Does your marketing pitch and website relay trust? Or is your application difficult to navigate and look sketchy? This past weekend, I was helping someone figure out which sessions to attend at a conference in New Jersey. The website was difficult to find. After I finally located the local chapter, I had a hard time finding the agenda. The website was challenging to navigate and what little information I did find was not very helpful. When my acquaintance got to the conference it was disorganized there as well! Surprised? I’m sure the brochure made sense to someone on the inside, but it had little useful information for the attendees.
One of the things I tell all my clients is to look at a product or pitch from the buyer’s perspective. We get so used to talking about our own products, services or brand and we understand it well and how it is supposed to work. That does not necessarily translate into the reality of how it does work. Always be sure to take up your customer’s perspective. If you are not sure of what it is, just ask a few of them!
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