From Author Jaynie L. Smith
In her recent book, Relevant Selling, author Jaynie L. Smith makes it very clear that a business must know what customes value the most about their products and/or services. They can only do this through reserach and by communicating very effectively with customers. We may take great pride in thinking that our customers really value our low prices or our beautiful headquarters building, when what they really desire is our great service. If that is the case, we must advertise our great service.
We need to know rather than guess what sells our products or services. With regard to Hydraulics & Pneumatics. we would like to know more from our advertisers what it is that they like best about our magazine, website, e-newsletters, and Expo. Is it the content? Is it that the content is provided by experts? Do advertisers like the service provided by our sales team? Is it our excellent, qualified audience that is most value. We do actually know that answers to these questions because we ask frequently.
The answers actually vary from one group of advertisers to another. Still it is very important to know. So for your business, do the research and ask your customers what they value most about your products or services, don't guess. Do the research, ask the questions. Communicate often and effectively with your customers.