The Big 3 is a David Reid Group blog series designed to give you insight into the big issues in branding, marketing and selling. We break each topic down into 3 straight-forward points, so you can get the picture and get on with your day.
We’ve often noticed a disconnect between what a business owner and staff inherently know about their customers, and how they brand, market and sell to these customers. The psychological insights you have about your customers are your intellectual property, however, most people don’t tap into this IP – it remains at the back of everyone’s mind as they rush around getting important stuff done. Branding, marketing and sales may just be more tasks to tick off your list, but if you don’t bring to mind and apply what you know about your customers to these tasks, you won’t get the results you want.
Reaching insight about your customers and applying it to your branding, marketing and sales efforts is the missing link to marketing success. Our new blog series will give you a succinct guide to this invaluable process – starting with the three big things you need to do to access psychological insight about your customers.
1. Define your focus
The idea that we use the left hand side of our brain for logical, analytical thinking and the right side for emotional and creative thinking is well known. Most business people are task-orientated and very comfortable using the left brain, so let’s start there. You need to decide where your business makes its money and which customers this profit flows from. This may necessitate looking at the figures, but in the end you need to have the key companies and decision makers sharply in focus.
Your next step is to really think back over you and your staff’s interactions with these customers, both at a company and individual level. You’re not trying to analyse or problem solve at this point – you’re beginning to use the right hand side of your brain. This sort of thinking is typically unstructured, and could happen at any time; on the drive to work, in the shower, or, what we recommend, at a time you put aside at work (despite other urgent tasks). When you make an effort to reflect in this way, you’re attempting to really ‘see’ these companies and people and their relationships with you and your company. Who are they as people? What do they proritise? How do they make decisions? What are they like to deal with? What kind of a relationship do they want? What media are they likely to consume? It’s important to ask you your staff the same questions as they’ll have a different perspective and additional insights to offer.
3. Engage your intuition
When you reflect in this way you begin to engage your intuition – and that’s when you uncover the psychological insights that were waiting for you all this time. This is understanding about your customers that you’ve been storing away with every interaction but have never taken the time to reference. Your intuition is your inner being telling you what works and what doesn’t work, based on all your experiences. Trusting your intuition isn’t magical, it’s tapping into what’s between the lines and beyond the numbers to understand the minds of your customers better: what drives them, what they want and ultimately how you can market and sell to them more effectively. If you can translate what your intuition tells you about your customers into your branding, marketing and selling, you will have found the missing link.
In our next blog post we’ll discuss how to do just that; apply your new-found psychological insight and realise the full potential of your business.