3 Reasons to Focus on the Customer
posted August 28th 2019, 1:55 pm by Maddy Strange
In industrial circles, the product is king. This makes sense because the product is what is designed, manufactured, distributed, and bought. However, in the marketing stages of the product's lifecycle, the customer needs to be at the forefront. Sometimes, even at this later stage, the product remains the only thing we talk about. While having a well-made product impresses customers, you have to get customers to buy the well-made product. Focusing on the customer consists of the marketer's attitude and actions. This is because a customer-focused mindset doesn't make any impact on customers without action taken by the company. To begin diving into the purpose behind a customer-focused strategy, read on to learn 3 reasons to focus on the customer.
3 Reasons to Focus on the Customer
1) Focusing on the customer builds commonality.
Focusing your efforts on the customer forces you to put yourself in the customer's shoes. This comes in handy as it allows you to understand exactly what the customer likes, wants, and needs. Throughout the manufacturing process, thoughts about what the customer wants are probably already in play. For example, considerations of customer's needs and wants inform design and manufacturing decisions. However, focusing on the customer in the marketing stages keeps the customer first in importance through the whole cycle.
Focusing on the customer's preferences allows you to showcase how you manufactured the product for them and their needs. You've done the work to make a product customers will like and need, and if you focus on them while marketing, they'll see your common interests and goals.
2) Focusing on the customer builds loyalty.
If customers knows you're solving a problem of theirs, it proves to them how invested you are in them and their needs. Consequently, a loyal relationship begins. Customer experiences that aren't directed toward the customer can have the opposite effect on your relationship. If a customer's experience with you is bad, or if it does not solve any of their problems or meet any of their needs, they won't be loyal to your company.
Keep in mind that loyal customers increase business because they come back and refer others. This means loyal customers are super valuable to your company. It follows that marketing by recommendation from others helps your credibility and grows your network. In addition, retaining customers costs less than acquiring new ones (an added bonus to this strategy). Word-of-mouth recommendations are some of the most effective marketing conversations that happen. Key into this valuable pool of conversions by building loyal customers through focusing on their needs.
3) Focusing on the customer builds trust.
Focusing on the customer builds trust between you and them. This is because having a foundation of common interest and goals builds a solid basis for a relationship. You build this foundation by focusing on the customer. Highlighting their needs and your solutions shows that you are in it with them—your goals are similar to theirs. By this strategy, you aren't taking advantage of the customer. In addition, it becomes a mutually beneficial relationship. Trust is vital while starting business relationships. If your potential customers don't trust that you're in it for them, they won't be in it for you. Start your connections off on the right foot by engaging with potential customers' characters, needs, and preferences.
In an industrial manufacturing setting, sometimes companies are not even aware of what they need. Focusing your research, manufacturing, and marketing on customers' potential problems allows you to anticipate their needs and meet them where they are, starting off with a foundation built on trust. Ultimately, both the product and the customer should be king in your marketing strategies.
If you'd like to talk with us about customer-focused marketing options, give us a call at 262-363-4238 or reach out to us at [email protected]. Our services include branding, marketing, and website development with an emphasis on industrial sector companies. We'd love to talk with you!