How Not to Attract Customers

February 18, 2009 at 5:00 pm Leave a comment

Have you ever received a phone call, email,  marketing materials etc  from a company that wanted to do business with you but had gone about it in the wrong way?

I received an email this morning from a PR company offering sponsorship opportunities for a national day promoting environmental products and educating the public about the subject.

I was surprised that this company had not done their homework before emailing me as we do not have products or services that would be suitable for their target market which is consumers. Our customers are small business owners.

As a potential client or business partner of this company they simply did not do anything that would attract our business and let themselves down especially as this email appeared to be one way of showing their expertise.

There are many articles on how to attract customers, so here are a few tips on how not to attract customers:

  • Be irrelevant and not at least try to understand a little about the potential customer before you contact them
  • Talk about yourself and not listen or ask relevant questions
  • Not have a relevant key point of difference to competitors
  • Make outrageous claims of being the only, best, cheapest and not have proof
  • Not follow up on a potential customer’s initial response or request
  • Not provide information or details on the simple benefits of your product or service to meet a customer’s needs
  • Make it difficult to start the relationship with your business
  • Make assumptions on what the potential customer should do
  • Make assumptions on what the customer actually wants
  • Don’t make offers which are irrelevant to a potential customer
  • Not start from the premise that a relationship takes time to develop

 Attracting our key potential customers can be tough and everyone makes mistakes from time to time. It is how we learn and move forward that counts.

 What tips do you have?


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Entry filed under: Attract customers. Tags: , , , .

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