Why it is dangerous to assume in business! A bold statement, but a very true one too.
Have you ever wondered why customers might be coming to your business for product x, but they never buy product y? You might be a garage offering MOT’s and valet cleaning or you might be a shop offering dry clean and alternations. So, why are people coming to you with a dress to clean, but has a broken zip? They have probably assumed that dry cleaning is all you do. They may not have read your posters or picked up one of your leaflets, if you have such marketing material. If you are not promoting your array of services in house or not advertising or promoting our business in any other way, customers will quite rightly assume this is all you do. What reason would they have to think otherwise?
If customers know everything about you, you are giving them more reasons to buy from you and to keep coming back. Buying everything you need in one place saves the customer time, hassle and money. Three magic words to the everyday busy and cash strapped customer.
So, what assumptions might your customers be making about your business?
What could you be doing to counteract these assumptions?
- tell people about ALL the services you offer at every opportunity through advertising, leaflets, website, emails and blogging
- offer people an incentive or discount if they purchase a second service from you
- get testimonials from regular customers to prove your worth
- introduce a loyalty scheme to entice customers back time and time again to use ALL of your applicable services
- finally, remind people that you and your business are still around and open for trading. In this tough time, if customers don’t hear from you in anyway, they may assume that you have ceased trading or moved away
If you have assumptions about the power and purpose of marketing in today’s small business world, put your questions to me and I will be happy to answer them!
Finally, a quote I read recently about assuming:
“Assumptions allow the best in life to pass you by.”
Have a good week and try not to assume. If if in doubt, just ask! …