5 Things Your Customers Don't Care About

For any distributor - or any business for that matter - understanding what truly matters to your customers is pivotal. I recently shared a LinkedIn post spotlighting the top five things customers really don’t care about when making a purchase decision:

1. How you have the best customer service.

2. How long you've been in business.

3. How your people make the difference.

4. How you care about your customers.

5. How you're the industry's best or you're #1.

While these aspects are undoubtedly important, they're not the most compelling reasons for customers to choose to buy from you. Since you can only say so much in a LinkedIn post I wanted to go deeper into why these factors may not set you apart from your competitors and explore how to develop an effective marketing strategy to attract new customers.

The Subjectivity of Claims

One of the fundamental challenges with the aforementioned claims is their inherent subjectivity. Customer service, employee quality, and industry rankings are all somewhat subjective assessments. What one customer considers the best customer service might differ from another's perspective. Similarly, claiming to be the industry's best or having the most exceptional employees can be easily disputed by competitors who make similar claims.

While the length of time a company has been in business is a more objective metric, it, too, can be overshadowed by other factors that resonate more with customers. Therefore, relying solely on these claims will not set your business apart from the competition.

Standing Out in a Crowded Market

Especially true for distributors where companies sell the same products (for the same price), setting yourself apart is essential for success. If you and your competitors are all making similar claims, how can you differentiate your business effectively? You can’t. The answer lies in focusing on what truly matters to your customers and developing a unique value proposition.

Here are some strategies to consider:

1. Identify Your Unique Selling Proposition (USP): A USP is what makes your business unique. It could be the exceptional experience you offer, that you always have certain products in stock, or the specific problems you solve for your customers.

2. Customer-Centric Approach: Shift your focus from telling customers how great you are to understanding their needs, challenges, and preferences. Tailor your marketing messages to address customer-centric factors.

3. Storytelling: Share compelling stories about your business that resonate with customers. These stories can highlight your company's journey, struggles, successes, and the people behind the brand, creating a more emotional connection with your audience.

4. Social Proof and Reviews: Showcase positive reviews, testimonials, and case studies from satisfied customers. Social proof is a powerful tool to build trust and credibility.

5. Educational Content: Offer valuable educational content, such as blog posts, videos, or webinars, that helps customers make informed decisions. By positioning your business as an industry authority, you'll gain trust and credibility.

6. Personalization: Leverage data and technology to provide personalized experiences for your customers. Tailoring your offerings to individual preferences and behaviors can significantly enhance their perception of your brand.

The Role of Marketing Strategy

So, how can you implement these strategies effectively? The answer is a well-crafted marketing strategy. A marketing strategy is a roadmap that outlines how your business will achieve its marketing goals and attract new customers.

1. Market Research: Start by conducting comprehensive market research to understand your target audience, competitors, and market trends. This knowledge will help you identify opportunities and challenges in your industry.

2. Set Clear Objectives: Establish specific, measurable, achievable, relevant, and time-bound (SMART) objectives for your marketing efforts. These objectives should align with your overall business goals.

3. Define Your Target Audience: Create detailed buyer personas to segment your audience and tailor your marketing efforts to specific customer groups with distinct needs and preferences.

4. Develop Your Value Proposition, Positioning, and Messaging: Your value proposition is a clear and concise statement that outlines the unique benefits and value that a company offers its customers. Positioning aligns with your value proposition and involves determining how you want your target audience to perceive your company compared to your competitors while messaging effectively communicates your value proposition and reinforces your chosen positioning.

5. Create Strategies: Formulate high-level marketing strategies that align with your objectives, target audience, value proposition, and selected channels. These strategies could include brand building, market penetration, product expansion, customer retention, or a combination thereof.

6. Choose the Right Marketing Channels: Identify the most suitable marketing channels to reach your target audience. Consider a mix of digital and traditional methods, such as social media, content marketing, email marketing, SEO, paid advertising, and more.

7. Establish a Budget: Determine the resources and budget required to implement your marketing strategy successfully. This should include media, events, research, agencies, tools, and the like. Allocate funds to different marketing activities and channels based on their anticipated impact and return on investment. Regularly review and adjust your budget as needed.

8. Measure and Analyze: Define measurement metrics and regularly monitor your marketing performance using key performance indicators (KPIs). Analyze the data to make informed decisions and refine your strategies as needed.

9. Evaluate and Refine: The marketing landscape is continually changing. Be prepared to adapt your strategy based on emerging trends and shifts in customer behavior.

Once your Marketing Strategy is finalized, the next step is putting that strategy into action with a well-defined marketing plan that details how you’re going to achieve your marketing objectives.

While claims about exceptional customer service, long-standing business history, and caring employees are important, they may not be compelling reasons for customers to choose your business. To stand out in a crowded market, you need to develop a unique value proposition, focus on customer-centric strategies, and implement a well-crafted marketing strategy.

The good news is that creating a robust marketing strategy doesn't have to be a long, drawn-out process. With the right approach and resources, you can develop a strategy that effectively positions your business to attract new customers, including the next generation of decision-makers.

Now is the perfect time to invest in your marketing strategy and differentiate your business in the eyes of your customers. By understanding what truly matters to your audience and delivering on those priorities, you can achieve lasting success and growth in your industry. Remember that adapting to changing customer needs and preferences is the key to sustainable growth for your business.

Download the Marketing Strategy Template

This template offers distributors a step-by-step framework to create a marketing strategy that addresses your unique business challenges.

PATRICK MANESS

Patrick has accomplished an extraordinary level of success across a number of different industries, creating and leading marketing functions for billion-dollar brands and start-ups alike. He has established himself as the go-to resource for companies ready to scale their business.