Aftermarket February 2023

FEBRUARY 2023 AFTERMARKET 19 Here are the main headers. Who do we want to reach? Your target audiences. List them in order of priority so you can decide on those you want to target now and those to target later in the year. Include customers old and new and be specific. This is not an academic exercise so make a list of the new customers you would like to bring on board. If commercial customers, name each one. If motorists, what are the streets you would like to target? Can you ask your grade A customers to recommend friends and family? There is nothing like seeing real names and specific locations staring back at you to galvanise you into action. I have touched on this in previous articles, but I make no bones in covering this ground again. If you can’t be specific and detailed about who you want to target you are likely to waste time and conclude marketing does not work. Why? You must have compelling reasons based on why you want to bring them on board. Are they grade A customers you know from experience are the right fit for your business so it’s a win for both parties? You must want to target potential customers for solid reasons if you are to be sufficiently motivated to start the marketing process and commit to it. Where do we find them? Data lists, online searches, networking, magazine readers and so on. I have created really useful lists (I’m talking around 24 to 100 potential customers) from browsing publications and online searching. An assembled list of names with contact details and the name of the person to speak is what you need to begin marketing in earnest. What must they know about you and your business to get the conversation flowing? Again, write the reasons down. I have touched upon this before, about the importance of sharing your business DNA but go one step further. If you can share three great benefits for each group, each name you are creating a winning formula. Can you make an offer to underpin this? Don’t cut costs, add value instead. What can you bring to the table to nudge a prospect to cross the line into customer territory? Don’t be tempted to lump everyone under the same offer. Consider each group, each person and be precise. Be sure to visit the WOW tips I shared in the November issue of Aftermarket. Understanding the Continuum of Behaviour – how it’s your best marketing friend The Continuum of Behaviour is the decision-making process a person goes through before they decide to say yes. It is by far the most popular chapter in my books, attracting comments from readers all over the world. It’s a simple but powerful tool. There are five stages to it. Awareness Interest Evaluation Desire Action The question you must ask of every person, every business before you start marketing to them - where do they sit on the COB? Do you need to build awareness because they have no knowledge of you? Are they interested so you have to move them to the evaluation stage? Are they keen to use you but so far desire has not translated into action? You must plan communications – what you’re going to say to each person by looking at where they sit on the COB. Because if you think one communication and a generic message will magically turn every cold prospect into a warm customer, you’re unlikely to succeed. You’re expecting too much, too soon given the people you are targeting may know little or nothing about your business. There are always exceptions to this rule of course but in the main, people need more than one communication to make the decision to choose you and use you. Plan a minimum of three communications. A phone call, a social media post sharing customer feedback, a great case study, an email, a personally addressed and hand signed letter explaining the benefits you offer, your experience and expertise – a combination of these should do the trick. I hope 2023 will be the year in which you make a sustained commitment to marketing. For more information on JLM visit: www.jlmlubricants.com