One way or another, your business builds a reputation over time with customers. Control your reputation from the start to make it an asset.
People typically do business with you because your value proposition is stronger than that offered by competitors. Value is a comparison of the benefits you offer relative to price. To attract ready, willing and able buyers, you must develop a brand and solutions that appeal to specific buyers, then communicate your message through marketing. Another perspective is that people buy things to address a need or solve a problem. You win if you can do it best!
Here are several of the most compelling reasons that people might choose to do business with you.
Brand Reputation or Earned Trust
It doesn’t happen overnight, but if you can build a business and brand that people trust, half the battle is complete. When comparing options in a particular buying scenario, people tend to lean on a trusted name when all else seems equal.
From day one, focus your small business marketing on establishing credibility and the reputation you seek. If you want to be known as an elite customer service provider, for instance, ensure that you deliver a quality experience that easily stands out from what people normally get elsewhere. The more consistently you solve problems from targeted buyers, the stronger your image of credibility and expertise gets.
An Elite Solution
An elite solution is one in which the product and service deliver a combination of benefits far superior to most alternatives. A certain portion of the market in most industries only wants one thing – the best possible solution.
Whether you make your own products or source them from suppliers, you can almost guarantee a foundation of buyers if you deliver a stellar solution. One main reason for this reality is that superior benefits are among the easiest small business marketing messages to convey. An even better way to compel particular buyers is to offer an exclusive product or service.
Convenience or Efficiency
In some cases, customers sacrifice top quality in exchange for convenience or efficiency. For instance, people who go through the McDonald’s drive thru, often do so based on the efficiency of the service, not the quality of the food experience.
A convenient location and an efficient purchase process are key factors to satisfying busy or rushed customers. A compelling reason to present your business through ecommerce is because of the convenience it offers. You can attract people who prefer to order from home or on the road without having to visit a store. Kiosk locations are another way current businesses expand their reach and offer a convenient solution.
A Safe and Comfortable Experience
People are emotional creatures. You have the ability to attract buyers by appealing to a number of emotions. Showing empathy for the problems your buyers face and addressing them in your business is a great place to start. Beyond that, many people prefer a safe and comfortable buying experience versus one that is uncertain, complex, frustrating or risky.
In a traditional brick-and-mortar operation, you can control the experience through merchandising, layout, lighting and purchasing stations. Online, easy navigation and clear organization contribute to a comfortable experience. Secure buying that protects the privacy and security of your buyers is important.
Other Factors That Attract Buyers
In addition to these major reasons people buy from you, consider the following as other opportunities to attract buyers:
- Clear communication
- Low prices
- Local community involvement
Conclusions
Remember the ultimate reason people come to your business is because you best address the buying problem or need. In developing and marketing your small business, consider which particular strengths you have and how they speak to the target market. When you can best provider specific benefits to an underserved market, you have a compelling value proposition.
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