Who are my Target Customers?
January 23, 2018
Then once you know the direction(s) you want this initial phase (or perhaps the next phase) of you business to take, you should begin at once. If however, you decide to delay the start, don’t be concerned, you can’t get bogged down with too much preparation – not in the preparatory stages. But be sure, this additional work doesn’t sidetrack you from what you should be doing, and that’s to write a profit at every stage of your business.
Ferreting out additional target groups and establishing a broader base of categories (for the targeted products or services), will help you to immediately focus on two things:
1. The initial search you need to undertake, and
2. The on-going research you will need to do.
Do You Understand the Real Difference between Features and Benefits?
June 7, 2016
Not every benefit is relevant to every prospect in all circumstances. As the needs and wants of the consumers change, so do the benefits they look for. There are three basic ones you should be aware of: (a) Broad Benefit. This is the most obvious benefit that comes to mind. Telephones offer instant communication. Mobile phones offer the same communication, but on a portable basis. It’s the standard benefit; the most accepted benefit. (b) Double Benefit. Two standard benefits can be linked together. Your mobile phone can be made to divert to any other phone even when you’re talking to someone else or have the phone switched off. (c) Chained benefit. Two or more benefits can be linked together by the use of the phrase, “Which means that”. If for whatever reason you drive out of the mobile phone range or hit a flat spot your phone will automatically divert if it’s been pre-coded to do so, which means that you won’t ever lose an incoming call, and when back in range you can simply call the diverted number and retrieve your messages. The, “Which means that” phrase can be used over and over as often as needed in any phrase. However, often the full value of the benefits you have to offer can only be gleamed after a lot of careful research, rehearsal and role play on your part. Anything less will mean you are probably not prepared well enough to do your product justice, and give the prospect what they want from a product or service.