Two questions invariably come up when I am teaching marketing classes.  In my most recent iteration of marketing, a class offered in Junction City titled “Finding Customers,” this was no exception.  I threw in a third that came up online today with one of my students.  Call it bonus value.
 
1. The first question goes something like this:  Two customers walk into my bar…  Or rather one customer.   And it’s not a bar, it’s a cleaning service, a booth at an event, etc.   And he/she isn’t a customer because he/she hasn’t bought anything.  The point is: joy of joys, someone has expressed interest in my product or service but he/she didn’t actually buy anything.  And this keeps happening!   I need the buying part to start happening so bills can be paid and I can live happily ever after. 
 
First, they are not technically customers yet because although they seem interested, no credit cards are swiped, no cash exchanged, no talent bartered.  Technically speaking, they are prospects. Nevertheless, this may not be an issue of “Finding Customers.” Congratulations!  You may have already found them-- if your prospects are qualified (they are likely customers) and you can figure out how to get your prospects to buy that is.  In this case, if what you have is truly a potential customer (prospect), it may be more a matter of a sales issue (I highly recommend you check out Shawn’s upcoming Sales class:  “Salesmanship – The Art and Science of Selling” on 1/27 in Junction City). 
 
How this would be a marketing issue of “finding customers” is if you are offering the wrong product or the wrong marketing message or are putting your marketing materials in the wrong location (specifically, someplace where you are not likely to find your target customer) or maybe your price is sending the wrong message- too high a price:  too expensive, too low a price:  implies lack of quality.  You reeled in the wrong people.  I haven’t fished since I was a kid, but you can think of it like fishing.  You are trying to get a particular type of fish.  To get that kind of fish, you need to use the right bait (product, price, promotional stuff, marketing message) and be fishing where those fish happen to be.  And… they have to be hungry (have a problem you can solve). These are a particular type of customers (not everyone) who are likely to need or want your product/service and be willing to pay for it.  They pay for it because they see the value.
 
2.  The second popular question also has to do with why someone who I think looks like a customer, talks like a customer, even smells like a customer doesn’t actually act like a customer and buy something.  In particular, they say they aren’t buying because it is too expensive.  The question is:  Should I lower my price?  My answer to this question goes back to our popular marketing topic:  value.  For the customer to buy, the value they perceive in your product must be greater than the price.  Simple as that.  These could-be customers are willing and able to buy.  In this case, you could try lowering your price but you are usually better off increasing the value.  This may mean tweaking your product/service to add features/benefits.  It may be done by changing your communication so the customer realizes that your product (or service) does in fact offer the value they will pay for.  This usually begins with asking questions to find out what the customer in front of you values (this widget is going to last forever, this is made locally, this is organic, made or provided with particular expertise, convenience, follow-up service, etc.) and then proceeds to communicating that your product or service offers the value he/she she is willing and able to pay for.
 
3.  Finally, I just responded to a FaceBook post asking for Social Media Tips so thought I’d use cut and paste to get some more traction from it:  Be persistent and at least somewhat consistent.  Results take time!  Try to think about what content you can add that whoever you would like to attract finds valuable.   Be personable and human but not too human - a running tally of your meals or the weather can only do so much to build trust (especially if you aren't selling food or umbrellas) before turning boring at best, sour at worst.    Get more distance with social media by combining it with real world interaction.  Given time, social media can work.  Oh, and one last quick tip:  Don't forget to celebrate even the little successes!  : ) 
 
Happy Fishing!
Jennifer
eDev Microenterprise Counselor and Instructor