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What is the Soul of Your Business?- How to Make Your Noncustomers New Customers

Guest post by: Tom Borg

Article Overview: Breakthrough ideas for helping your re-think your strategy for growing your business by providing the kinds of products and services your customers and clients really want but don't yet know it.

What is the Soul of Your Business?- How to Make Your Noncustomers New Customers

Many times we limit our opportunities to grow our business or organization by not looking outside of the perimeter of our present customer base. Too often we focus on the type of potential customer we have sold to in the past or the ones who belong to our competitors and ignore the noncustomers. We try to play the game of a cheaper price, better service or better quality and ignore the soul of our business. In their book Blue Ocean Strategy, authors W. Chan Kim and Renee Mauborgne, give the example of how the company Callaway Golf created a huge demand for their products by looking at people who did not play the game of golf. Here is what Callaway Golf did. They surveyed sports enthusiasts and members of country clubs and asked them why they avoided playing the game of golf. Their answer was stunningly simple. It was too hard and frustrating for a novice to try and hit a little white golf ball with the small head of a golf club. People did not want to take hours and hours to learn and practice how to get good at this sport. Once Callaway understood this revelation they moved into action to create a new demand for its’ products. What they did is they created the Big Bertha Golf Club. This club had a large head that made it much easier to hit the golf ball. Big Bertha not only turned noncustomers into customers, it also won over its’ existing golf customers to upgrade to the new drivers that Callaway had created. They wanted to improve their game and saw Big Bertha as the way to do it instantly. Who are some of the groups of people who are not using your products or services? How can you learn why they don’t use your products or services? • Focus groups • On-line surveys • One on one conversations • Ask your employees what they think Once you learn what it is, you can change, add, or modify your products or services to meet the needs of your potential customer base and create a unique business. Then use the TMET formula: T-test E-evaluate M-measure the results T-tweak the product or service until it works So, if you want to grow your business, follow the strategy of Callaway Golf. Look to your noncustomers for the answer. You might be pleasantly surprised by the results.

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Article Tags: big bertha golf club, blue ocean, conversations, customer base, focus groups, golf ball, line surveys, members of country clubs, novice, ocean strategy, perimeter, playing the game, produ, renee, revelation, services focus, sports enthusiasts, t test, w chan
Referred by: http://www.salestrailblazer.com



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Top 19 Copywriting books - 1. Ogilvy on Advertising. David Ogilvy. Wiley. 2. Positioning: The Battle for your Mind. Al Ries and Jack Trout. Warner. 3. The New Positioning. Jack Trout. McGraw-Hill. 4. Tested Advertising Methods. John Caples. Prentice-Hall. 5. How to Make your Advertising Make Money. John Caples. Prentice-Hall. 6. Guerrilla Advertising. Jay Conrad Levinson. Houghton Mifflin. 7. Direct Mail Copy that Sells. Herschell Gordon Lewis. Prentice-Hall. 8. Sales Letters that Sizzle. Herschell Gordon Lewis. NTC Business Books. 9. Herschell Gordon Lewis on the Art of Writing Copy. Herschell Gordon Lewis. Prentice-Hall. 10. Romancing the Brand. David Martin. American Management Association. 11. The Art of Writing Advertising: Conversations with William Bernbach, Leo Burnett, George Gribbin, David Ogilvy, Rosser Reeves. NTC Business Books. 12. Confessions of an Advertising Man. David Ogilvy. NTC Business Books. 13. My Life in Advertising. Claude Hopkins. NTC Business Books. 14. Scientific Advertising. Claude Hopkins. NTC Business Books. 15. How to Become an Advertising Man. James Webb Young. NTC Business Books. 16. The Lasker Story as He Told It. NTC Business Books. 17. Advertising Concept and Copy. George Felton. Prentice Hall. 18. The Copy WorkShop Workbook. Bruce Bendinger. The Copy Workshop. 19. Hey, Whipple, Squeeze This: A Guide to Creating Great Ads. Luke Sullivan. Wiley. This should keep you busy for at least a year. Enjoy!
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My entry - 1. The Best Business Books Ever: The 100 Most Influential Business Books You'll Never Have Time to Read - this is a fascinating book about the history of Business theory, and I'd recommend it to anybody. 2. The Big Book of Small Business: You Don't Have to Run Your Business by the Seat of Your Pants, by Tom Gegax. Ditto. 3. PADI: The Business of Diving Book Okay, so this book won't be of use to anyone who doesn't want to start a scuba store, but I did, and this book was of course invaluable to me in reaching that goal.
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