Wednesday, September 28, 2011

Do you really know your prospective clients?

Recently, a friend of mine returned from her summer vacation in Provence (France), and having become enchanted with the place, she recommended I read Peter Mayle’s “Encore Provence”. The book, written by a British author who made his home in Provence, is most intriguing when he describes the cultural differences of the region. Through his anecdotes we come to appreciate that the differences are real, and that though they are experience immediately, they can only be understood with time and after many personal encounters.

When I started reading, I was guilty much as you probably are of assuming that the only prominent cultural differences would come from an Anglophone living in a Francophone environment, but this was not the case. Peter Mayle elaborates on the beauty of Provence by contrasting its people’s ways with the Parisian way, with the British way, and with the American way. He even touches on the differences between Marseille and Avignon, both in Provence—and how the ways of doing business in one does not apply to the other.

Thus, when you consider entering a new market, or you are about to launch a new product to a target market you are unfamiliar with, it is instrumental you verify that:

  1. Your have identified the prospective market that would most benefit from your solution
  2. You target market can afford your solution
  3. You understand how your target market operates and how your prospects expect to do business with you
  4. Your solution features are highlighted in a way that fits like a lock and key, so you can open the door to your prospects

All the above is a result of:

  1. A well-thought marketing strategy
  2. Fine custom of your branding to the market that you are after
  3. Creative marketing campaigns that attract the attention of your specific target market
  4. Constant evaluation of your marketing results to ensure that you really address your prospects’ needs

If you are looking to turn more of your prospects into paying clients, please do not hesitate to contact us. We offer suggestions and solutions to make sure you have the right market approach with your products or services.