In the email newsletter Business Insights, Cole Taylor Bank shares the following: “Customer education is one of the most cost-effective avenues you have to dramatically strengthen your competitive position.”
Business and Marketing Experts agree that customer education increases loyalty and ultimately the bottom line. And in fact, when you educate your customers and prospects you differentiate yourself from others in your industry who may or may not be effectively educating their customers and potential customers.
Here are some of the ways you could educate your customers:
E ~ Emphasize the benefits and unique selling advantages of your product or service to build value against price comparisons.
D ~ Demonstrate your product ~ If you are a consultant, do a free mini consultation. If you are a masseuse offer free mini massages. Nothing like a hands on demonstration to peek their interest and desire for your product
U ~ Uncover the clients true needs by asking questions that reveal the prospects needs, expectations and preferences.
C ~ Create marketing materials that are more educational and informative. If you consult on parenting, you could create a brochure with the top ten tips to effective parenting
A ~ Add value to the transaction ~ Be a resource of information. You could do this by having an Ask Hotline, offering free ebooks and tutorials. Stay in touch with your clients via a newsletter. A company newsletter is an opportunity to showcase your expertise and emphasize the value that your products and services provide. Provide educational audio and video downloads. Most of these resources are affordable to produce, and easy to track and you can measure how many people actually take advantage of them!
T ~ Take your prospects and clients on a Tour ~ Give your clients and prospects a “behind the scenes” look at your company either in the form of how you arrive at your solutions, how you create your products, where you do your work, etc.
E ~ Educating your customers will give them more information to make better informed decisions.
You would not buy a car without a “test drive” or knowing more about performance such as mileage per gallon, warrantees and service offers. Do the same with your products and services. Let them “kick the tires,” ask questions, do online research, peruse your brochures, then take them for the “test drive” so they can make better informed decisions.
Doing this will attract more qualified prospects to your door and convert more prospects into paying customers.
Make today the starting point of creating a happy customer experience when you educate them, you inpire them and instill confidence in them about you, your company and your products and services.
Happy Customer Education Day….
Today is also:
Global Forgiveness Day
Oil and Gas Industry Appreciation Day
Just Because Day