Featured Coaching Excerpt - Notes & Transcript, Part 1
16 Steps To Creating A Dream 100 List: 5. Determine What Stores They Buy From
Notable Quotable: "Let's take most of the money we would've spent on paid advertising and paid marketing and instead of spending it on that invest in the customer experience/customer service and then let our customers do the marketing for us through word of mouth." - Tony Hsieh (CEO of Zappos and bestselling author of "Delivering Happiness")
Lesson Nugget: Knowing your ideal and likely clients will let you target them specifically where they frequent.
-The next item that you want to do is you want to really think through this. You want to determine what stores they buy from. So what stores do your customers buy from?
So as an example, let's say that you are a commercial real estate agent. If most of the people who are buying buildings tend to all go to this prestigious country club. Where it is just absolutely gorgeous, and it is this historic place where you go to golf, and you pull up and there's this nice windy road that leads up here, and then there's just this beautiful course.
And it's expensive. I mean, it might be $2000 a month to go this golf course. But if all of your customers are there-- if every one of your customers is smashing golf balls on this beautiful golf course-- it might make sense for you get a membership there.
So you want to start to think about where do your customers buy from and you want to be there.
-Does that make sense?
-So let me read this quote to you from Tony Hsieh. He says, "Let's take most of the money we would've spent on paid advertising and paid marketing and instead of spending it on that, invest in the customer experience, customer service, and then let our customers do the marketing for us through word of mouth."
Well if you could be in all of the places where your customers are, and you have a great experience that you offer for the customers you do get, they'll all talk, you'll run into them, you'll have success.
So specifically, one of the clients I work with, she has a music business. And so a lot of the women that she works with, they go to coffee shops. And so at these coffee shops, what they'll do is these moms will be at these coffee shops and they have these little bulletin boards.
-So she'll put her flyers up there. And then all these moms-- they also go to private schools-- and they also go to country clubs. And so what she decided to do is I'm just going to market to all the private schools, all the country clubs, all the coffee shops, anybody who does private tutoring. I'm going to market to those people because that's going to allow her to get in front of her ideal and likely buyers.
So imagine you're that customer and you're walking around town, and you go to the tutor-- you go to pick your kids up at the tutoring service and you see the flyer. You go to the coffee shop, and you see the flier. You go to the private school, you see the flier. You go to the country club. Pretty soon you're like, man this person's everywhere. So you want to ask yourself where do those people already buy from and be there. Does that make sense?