Ask + Tell = Sell. Does that sound too simple? Small business owners around the world seem to want to make the process of turning consumers into customers much more difficult than it needs to be. This simple formula (Ask + Tell = Sell) is the direction you need to take to be effective in the world of advertising and marketing.
Most businesses waste money on advertising each and every day. It’s not that the advertising they are doing is wrong or won’t work, it’s that the message they are communicating doesn’t say anything. The message doesn’t give the consumer any good reason to become a customer. You have to think like a customer, not a business owner.
The fact that you have friendly clerks is not a reason for me to part with my money. The fact that you are open convenient hours is not a reason for me to part with my money. The fact that you have five locations is not a reason for me to part with my money. Do you see what I mean? Really, why should I do business with you? Why should the money that I have worked so hard for be spent with your business.
Have you ever been on a job interview where the question was asked; “Why should I hire you?” Many people don’t have a good answer to this question. Many have a hard time coming up with positive things
to say about themselves. Businesses are not much different. If you are good at telling me about your four service vehicles or your certified technicians or your 20 years serving the community…I don’t really care. I want to know “what’s in it for me!”
This is where most businesses fall short with their advertising. They fail to talk one-on-one with the one group who can give them the answers they are looking for…their customers. Your customers know why they do business with you. Be assured, their reasons for doing business with you are often much different than the reasons you think customers do business with you. Famous author Peter Drucker once said:
“What the people in the business think they know about the customer and the market is more likely to be wrong than right. There is only one person who really knows-the customer.”-Peter Drucker
The answer to more successful advertising is so close. It’s right there. You only need to reach out, speak up and ask, “Why do you choose to do business with us?” Too many businesses worry more about “what” advertising source brought the customer to the business rather than “why” the customer came to the business. Are you guilty of asking, “How did you hear about us?” The customer usually doesn’t remember. The customer really doesn’t know, and honestly doesn’t care. The customer just wants to get what they came for and leave. That question, “How did you hear about us?” offers no further insight as to WHY they chose to do business with you.
Why not ask that question a bit differently. Why not ask, “Thanks so much for your business. I know you have other choices and we really appreciate you doing business with us. If you don’t mind, could I ask what about our company helped you choose us today?” It’s a bit more work than the first question but consider the difference in the answer. You still may hear, “I saw you in the paper” or “I heard you on the radio” but you are much more likely to hear the real reason(s) they chose to spend their money with you.
So let’s go back to our formula, ASK + TELL = SELL. Easy enough. You have to enter into a conversation with your customers. You have to dig a little deeper to hear and understand the real reasons why they do business with you. It requires a bit more effort but isn’t your company worth it? With these answers, you now have the information you need to effectively communicate and turn other consumers into customers.
So today, when you talk to a customer.
ASK Ask the customer “What influences you to choose our company over the competition?”
TELL Tell other consumers through your advertising the reasons your customers are sharing with you.
SELL! Sell more to current customers because you better understand what they want and turn consumers into new customers because you understand what they are looking for. This occurs only when you know, understand, and communicate your differences and competitive advantages.
Talk to your customers. You will be amazed what you learn about them and your company.
