Do you know why people buy from you? What about those who don’t?
Find out with Revenue Coach and author Kristin Zhivago at Newport Interactive Marketers on March 1 in Newport, RI.
Revenue Coach Kristin Zhivago is an expert at aligning buyers’ perceptions with sellers’ assumptions. Zhivago has interviewed hundreds of business owners and their customers to determine what attracts people and what makes them come back.
Join Newport Interactive Marketers on March 1, 2012, to learn from Revenue Coach and author Kristin Zhivago at 41 North, 351 Thames St., Newport, R.I. Offering Southern New England’s best networking and learning, Newport Interactive Marketers gather monthly to help area businesses and professionals leverage social media, online marketing, websites, and more. The March 1 event is free and open to the public.
Sellers, Zhivago says, do not know these crucial components: “What you think is important about your business may not be important at all, and what they think is important may be something you never even talk about.”
Her main goal is to help her customers understand the relationship they have with their own clients. And on Thursday March 1, Zhivago will help Newport Interactive Marketers attendees do the same.
“With that knowledge, all of your messaging – everything from your signage to your emails – will be relevant to new customers looking for the same experience,” Zhivago says.
The biggest mistake small businesses and local retailers make: They never find out why someone chose them in the first place – nor why they keep coming back.
It is possible to rectify these mistakes: Interview current and past customers by phone, using the guide Zhivago outlines in her book, Roadmap to Revenue. While online surveys may be more convenient, Zhivago advises using the telephone.
“These interviews work best because people talk freely when they are engaged in a private conversation,” she says. Using the information acquired from the interviews, businesses can make relevant changes to attract new clients.
It only takes about seven customer interviews for the business to see profitable trends. These interviews will show the company exactly what customers’ value about their business.
“The differences are sometimes subtle but always significant. Words matter. Sellers always talk to buyers in one kind of language, and buyers talk to other buyers in another kind of language. Until you actually interview your buyers, you won’t know what those exact words and phrases are,” Zhivago warns.
“And your words and phrases will not resonate with potential customers. And, by the way, you won’t get this data from social media discussions, interesting as they are,” she said.
Social Media and the Revenue Coach’s Perspective
In today’s modern age where every company seems to have a social media site, it can be difficult to “stand out” in the crowd.
“The trick, is to be helpful in a relevant way (interviews help with this also – you’ll know what is relevant).”
Zhivago advises companies to set up a content production system and work on it daily, whether it’s creating content from scratch or curating for your audience.
“Social media is the most resource-hungry marketing method ever invented. You can’t be lazy about it.”