Getting More Sales From Customer Insights Facebook Live Video.
At Pintrical, we talk a lot about customer insights that lead to building better products and being more innovative. But sometimes we forget to highlight that better customer insights leads to better sales.
One-to-one customer insights give you a detailed perspective of one specific customer, not a focus group or a bunch of people in a survey. By understanding this one customer, you are essentially getting an intimate understanding of the 1,000 customers he/she represents. You don’t need to have a statistically significant population group to do this correctly. You are not looking for the universal truth that can bind all your customers together.
What you are looking for is being able to gain such a great understanding of this one customer that you could have a really personal conversation with him/her. And once again by doing this you are also gaining the ability to have a personal conversation with the other 1,000 customers that are close enough in needs, desires and behaviours to this one customer.
So why does this equal better sales?
Imagine asking a mom these questions:
– What do you want for your family?
– What do you want when you’re at home?
– What do you want when you’re at work?
– What do you do where you feel you can truly relax?
– What goes right when you have a great day?
– What goes wrong when you have a bad day?
By asking the right questions you unlock something very different than the market research definition of “mom” – which is the same old segment of moms with 2 kids who make between £25-45,000 per year.
You might get a new category of mom who “pushes herself to handle everything”. You get a clear picture of what motivates her and what is going on in her world, in her mind and in her heart. And this is your special category that is different from the way any of your competitors will look at their mom customers – which means you will have a unique message and value proposition.
Armed with these insights, you don’t have to sell to her. You just have to begin a conversation that explains how you can meet one of her highly important needs. Your marketing messages will speak directly to her and she will feel it. She will select herself as your customer.
Customer insights not only give you the keys for how to build a product or service people will love. Insights give you the exact core messages you need to have a conversation with your customers that generates higher response rates and higher conversions.