Watch below as we answer:
Q: I sell wholesale beauty products. How do I get therapists to trial the products and ultimately buy them?
Featured strategists are:
Glenn Bartlett — Strategy Director,
Jeff Cooper — Senior Partner, Step Change
Adam Long — General Manager, Step Change
About Stump the Strategist:
- Questions from the floor, answered live in nine minutes
- It's opinion, not advice
- Step Change charges clients for advice, Stump The Strategist is free
Consider customer lifetime value. Once someone has become a customer, how much value do they represent in the long term. According to Business Review Weekly the average customer acquisition costs are $563, and discovering how much value customers have in the long term will show you how much ‘wow’ factor you can bring to your acquisitions.
- It’s not about the minimum amount that you can spend to gain customers, concentrate instead on the most efficient way to gain customers that will result in greater long term gain.
Create a guarantee for your customers. If you go where others won’t, you’ll get results that others don’t. The key here is to be remarkable.
Know your customers’ pain points, and major drivers. Use these to frame your message and reach them as business people, not as members of the general population. With a honed message you can have parity and still win.
Be clear about the benefits and implications of your products. People are not concerned with the details, or the benefits but with the implication. Discover the higher-order goals of your customer, and sell them on the implication that your product can help them achieve those goals.
Get more Stump the Strategist HERE.