Feb 3, 2011

Customers Buy When They Get You

Your customers are crying out for clarity.

We live in a cluttered world. We have so many options it’s hard to sort them out. We’ve filled our lives with stuff: smartphones, iPads, email, GPS, Twitter, Facebook, work, home, soccer practice, projects, vacations, and the list goes on. As a result, the average North American is feeling rushed, hurried and short of time.

Your customers don’t have time to sort out your value proposition, your services or what makes you different. They don’t have the bandwidth or time to learn your business, and build “relationships” with your people. They just want to get to the facts, and work with a company that makes their lives just a little bit easier.

Your customers want you to be simple, clear and concise.

Answer 3 simple questions

1. Who are you?
2. What do you do?
3. Who do you serve?

No fluff. No pomp. No buzz words. Just give 3 simple answers in a way that a 5 year old will get.

Kindergartners are great. They have enough communication skills and world knowledge to understand the core elements of business. They know what a police officer is. They know what a fireman is. The even understand what the President of the United States of America is.

Try it. Go tell some kindergarteners about your company. See how they react. See if they get it. If a kindergartner gets you, than any one of your customers will understand you.

Clarity leads to differentiation

It’s amazing how many companies can’t clearly articulate who they are, what they do and who they serve. You can visit their websites, and leave confused. You read pages of text, watch videos, review case studies, and after all that you’re still not sure what they do. That may be mind blowing, but consider it a blessing.

The better you can articulate your services, your brand and your value proposition the more you will differentiate yourself. It’s a real treat to find companies who are clear thinking and communicate effectively. It makes it so much easier to evaluate them, and decide if they can assist you or not.

Let the competition flail around with a lousy message while you win business with simple clarity.

Customers buy when they get you

Clarity reduces buyer resistance. The more time it takes for customers to figure you out, the longer it takes them to buy. Worse still, if the message is too muddled, they’ll go elsewhere.

Help them cut through the clutter. Give them the facts, get out of their way, and they’ll reward you with the sale. Pretty simple.

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