 |
 |
 |
Increasing Your Revenue With Non-Consumers  By
Peter Da VanzoIf you want to increase revenue, should you focus on getting more out of your existing customers? Slicing your offering finer in order to better appeal to a segment of the existing market? That's one way. But how about looking closely at non-customers. Why are all those people not buying what you, or any of your competitors, have to offer? Are there any commonalities between the non buyers? I'm reading a book called Blue Ocean Strategy. The author offers the following example that illustrates why focusing on the commonalities of the non-customers can be a good idea: Think of Callaway Golf. It aggregated new demand for its golf club offering by looking at non-customers. Rather than fighting to win a share of the existing golf market, they looked at why people hadn't taken up golf. By looking at why people had shied away from golf, they found one commonality uniting the mass of non-customers: hitting the golf ball was perceived as being too difficult. The small size of the club head demanded enormous hand-eye co-ordination, took time to master, and took a lot of concentration. As a result, this was no fun for novices, so they avoided taking up the sport in the first place. So what did Callaway do? They built a club with a bigger club-head, thus making it much easier to hit the ball. Not only did this open up a whole new market of buyers, it appealed to players in the existing market who were having the same problem What Do Your Non Customers Have In Common? Let's take a look at the SEO industry. In my experience, a commonality of non-buyers of SEO perceive that SEO simply won't work. They fear they will pay money, and not get any results.
Therefore, in order to convert more of the non-SEO customers to buyers, the SEO should focus heavily on mitigating the risk of non-performance. They should also clearly demonstrate value. Guarantees The SEO industry tends to shy away from offering guarantees. This is understandable, given that rankings aren't controlled by the SEO, and therefore guaranteeing a ranking is simply being misleading. But why focus on guaranteeing ranking? How about guaranteeing that you'll add value, instead? Ask yourself: can you guarantee to deliver more value to the client than they pay you? Can you increase the value of their business by doing so? If you answer no to such questions, then you'll begin to understand why there are so many non-SEO customers. Figure out what the customer perceives as valuable, and guarantee to deliver it. After all, what is the difference between a contractual obligation and a guarantee? You need to deliver regardless, but a guarantee just sounds better. It certainly helps mitigate the sense of risk. Let The Customer Decide What Is Valuable A lot of SEO sites describe the services an SEO thinks s/he can deliver. Continue reading this article.
|
|||||||||||
|
|
||||||||||||||
| --
EnterpriseEcommerce
is an iEntry, Inc. publication -- iEntry, Inc. 2549 Richmond Rd. Lexington KY, 40509 2009 iEntry, Inc. All Rights Reserved Privacy Policy Legal archives | advertising info | news headlines | free newsletters | comments/feedback | submit article |
