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What services and solutions do customers actually want?

by Oziboomer
36 replies
How often have you tried to promote your services or products to a client only to be knocked back?

Too often, we as business owners, waste time trying to promote products or services that believe are solutions for clients but we fail when they are not accepted or perceived as a good idea.

Do you take the time to create, design and test what the market really wants or are you often disappointed when you think you have a good idea but it fails?

How do you create value for your clients?

Please add your comments...

Best regards,

Ozi
#customers #services #solutions
  • Profile picture of the author animal44
    Our move away from SEO was driven by clients...

    IMHO Value comes down to three things
    1. More sales, profits.
    2. Reducing costs, making things more efficient.
    3. Saving time.
    4. A combination of any two or three of the above :-)
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    • Profile picture of the author Oziboomer
      Originally Posted by animal44 View Post

      Our move away from SEO was driven by clients...

      IMHO Value comes down to three things
      1. More sales, profits.
      2. Reducing costs, making things more efficient.
      3. Saving time.
      4. A combination of any two or three of the above :-)
      Reminds me of a sign I saw somewhere...

      Speed, Service or Price...

      Choose any two.

      When you moved away from SEO what direction did you take?

      Best regards,

      Ozi
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      • Profile picture of the author animal44
        Originally Posted by Oziboomer View Post

        When you moved away from SEO what direction did you take?
        We started offering customer reactivation as a means of paying for SEO. Found clients were more interested in the customer reactivation than SEO - more immediate sales. Then it was a very small step to add JV offers. And the SEO kinda faded away...

        We've now taken over email marketing and direct mail marketing for some of our clients, which is pretty much our core business...
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        • Profile picture of the author Robscom
          Originally Posted by animal44 View Post

          We started offering customer reactivation as a means of paying for SEO. Found clients were more interested in the customer reactivation than SEO - more immediate sales. Then it was a very small step to add JV offers. And the SEO kinda faded away...

          We've now taken over email marketing and direct mail marketing for some of our clients, which is pretty much our core business...
          What made you decide to add customer reactivation as a service? Was it something a client was musing aloud about and you said, "I can help with that," or was it a service you looked into and thought, "We should start offering this"?
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          • Profile picture of the author DABK
            I'm going to guess he dood it because it's easier to reactivate a client than to get a spanking new one.

            Originally Posted by Robscom View Post

            What made you decide to add customer reactivation as a service? Was it something a client was musing aloud about and you said, "I can help with that," or was it a service you looked into and thought, "We should start offering this"?
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          • Profile picture of the author animal44
            Originally Posted by Robscom View Post

            What made you decide to add customer reactivation as a service? Was it something a client was musing aloud about and you said, "I can help with that," or was it a service you looked into and thought, "We should start offering this"?
            The short version is that SEO has a bad name and I wanted to make the decision a no brainer, so I came up with "free SEO". We'd run the customer reactivation and the resulting funds would pay for the SEO.

            Realised I could earn far more from customer reactivations than SEO and the clients were more interested in customer reactivations anyway... so no brainer to focus on customer reactivations, JVs and email marketing...
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            • Profile picture of the author Robscom
              Originally Posted by animal44 View Post

              The short version is that SEO has a bad name and I wanted to make the decision a no brainer, so I came up with "free SEO". We'd run the customer reactivation and the resulting funds would pay for the SEO.

              Realised I could earn far more from customer reactivations than SEO and the clients were more interested in customer reactivations anyway... so no brainer to focus on customer reactivations, JVs and email marketing...
              Thank you for this. Makes sense.
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            • Profile picture of the author longrobnc
              Originally Posted by animal44 View Post

              The short version is that SEO has a bad name and I wanted to make the decision a no brainer, so I came up with "free SEO". We'd run the customer reactivation and the resulting funds would pay for the SEO.

              Realised I could earn far more from customer reactivations than SEO and the clients were more interested in customer reactivations anyway... so no brainer to focus on customer reactivations, JVs and email marketing...
              Owning a business, I can tell you that I'm currently working on customer reactivation and JV's. I think everyone should be. When people call on me for SEO I just shut down because I've had bad experiences with a few SEO's like most people have that lead gen.
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            • Profile picture of the author Robscom
              Originally Posted by animal44 View Post

              The short version is that SEO has a bad name and I wanted to make the decision a no brainer, so I came up with "free SEO". We'd run the customer reactivation and the resulting funds would pay for the SEO.

              Realised I could earn far more from customer reactivations than SEO and the clients were more interested in customer reactivations anyway... so no brainer to focus on customer reactivations, JVs and email marketing...
              What kind of price range does customer reactivation cost? (As in your average client.)

              I have a friend who does SEO and she might do better with the client reactivation model. I don't know of anyone local who is offering it.
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              • Profile picture of the author animal44
                Originally Posted by Robscom View Post

                What kind of price range does customer reactivation cost? (As in your average client.)
                I don't have a "price range" as I charge on a retainer plus commission basis.

                Retainer is a number I pluck out of thin air and whatever I think the client will accept after we've had a discussion about their business.

                My standard commission is 20% of incremental profit which is often stated as a percentage of sales price to avoid confusion. So the more sales you make, the more money you make. Also the bigger the list, the more money you make, without any significant increase in workload.

                Sometimes I will vary this. Some businesses have a small up front free, but huge lifetime customer value. example might be hairdressers. the individual price of a haircut is small compared to the total lifetime value of someone who keeps coming back every month for many years. in which case I might make it a set fee per sale. The idea is to share in the value you bring.

                Originally Posted by Robscom View Post

                I have a friend who does SEO and she might do better with the client reactivation model. I don't know of anyone local who is offering it.
                I think many marketing consultants probably do this, however, few specialise. And from my experience, few do it well... I think it's far easier to become the go to expert in customer reactivations than it is in SEO... And the results tend to be immediate, so little trouble associating your work with results...
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                • Profile picture of the author Robscom
                  Originally Posted by animal44 View Post

                  I think many marketing consultants probably do this, however, few specialise. And from my experience, few do it well... I think it's far easier to become the go to expert in customer reactivations than it is in SEO... And the results tend to be immediate, so little trouble associating your work with results...
                  Do you have any suggested resources to learn more about customer reactivation? Books? Courses? Other?
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                  • Profile picture of the author Oziboomer
                    Originally Posted by Robscom View Post

                    Do you have any suggested resources to learn more about customer reactivation? Books? Courses? Other?
                    Some of the Jay Abraham material, Wendy Evans..."How to Get New Business and Keep it Forever"...Dan Kennedy has some stuff.

                    Although not specifically customer re-activation you should check-out Justin's stuff...
                    Resources - Ballistix

                    Customer reactivation will vary depending on the client and the way they have maintained their data over the years.

                    If you are working with a business that has staff who can assist and they have customer records in an outdated system it is relatively easy to update them into a better CRM and then set up campaigns to reactivate customers or clean up their list.

                    The old fashioned way that still works is using direct mail.

                    We've done a variety of direct mail campaigns to reactivate customers. They usually involve some teasers and response devices and we often use personalised URLs where we send out a personalised mailing with a personal url...like http://robscom.pictureframing.superbonusfrom.me

                    When you start to think about what you can do and what your ideal customer wants there are so many ways to re-activate them.

                    Best regards,

                    Ozi
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                  • Profile picture of the author animal44
                    Originally Posted by Robscom View Post

                    Do you have any suggested resources to learn more about customer reactivation? Books? Courses? Other?
                    I don't know any specific courses. Apart from mine , but that's not ready yet...

                    If you think about it, what do you have? A list of known buyers within a niche. These aren't freebie seekers who you have to persuade to buy, they're people who have put down money to buy something. So you already know they're interested. You already know a lot about them. Any offer you make is highly targeted to a "starving crowd". This is the most valuable list in the world...

                    So any course you might need really comes down to a copywriting course. Writing compelling copy that speaks to their emotions is really all that is required.

                    Ozi is right, Jay Abraham, Dan Kennedy - Dan's Georgio letters have paid back the cost of magnetic marketing many times over and has been inspiration for some very successful campaigns - , and don't forget Gary Halbert. And just about any of the famous dead direct marketing guys...
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                    • Profile picture of the author Jack Russell
                      Originally Posted by animal44 View Post

                      I don't know any specific courses. Apart from mine , but that's not ready yet...

                      If you think about it, what do you have? A list of known buyers within a niche. These aren't freebie seekers who you have to persuade to buy, they're people who have put down money to buy something. So you already know they're interested. You already know a lot about them. Any offer you make is highly targeted to a "starving crowd". This is the most valuable list in the world...

                      So any course you might need really comes down to a copywriting course. Writing compelling copy that speaks to their emotions is really all that is required.

                      Ozi is right, Jay Abraham, Dan Kennedy - Dan's Georgio letters have paid back the cost of magnetic marketing many times over and has been inspiration for some very successful campaigns - , and don't forget Gary Halbert. And just about any of the famous dead direct marketing guys...
                      Here's a post as well.

                      http://www.warriorforum.com/offline-marketing/633066-past-customer-re-activation-explained-highly-newbie-friendly.html
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                      • Profile picture of the author animal44
                        Originally Posted by Jack Russell View Post

                        That's a starting point... The real value is getting the client as a lifetime client so you "own" their customer list. This allows you to send out offers regularly... and you're not constantly chasing new clients...

                        Services or products? We do very well with products. With a service there is a finite limit, products less so. With a big enough list you can sell a lot of stuff with just one campaign...

                        An example is beachbody, who sell the fitness DVDs. They claim 20 million customers. Just 1% response would be 200,000 buyers. How many service providers could handle 200,000 buyers all at once :-) With products, you just ramp up production...

                        Why would the client go on paying you? Well, if they could do it, they would have already. Plus, those who do email or send out newsletters tend to do it poorly. Our campaigns often get 10 times or more the response that the business owner gets through their own efforts. The acquisition cost per customer using our campaigns tends to be lower than anything else they're doing... And if all else fails, there's IP rights :-)

                        Can't see anything else in that post that jumps out at me...
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                        • Profile picture of the author Oziboomer
                          Originally Posted by animal44 View Post

                          That's a starting point... The real value is getting the client as a lifetime client so you "own" their customer list. This allows you to send out offers regularly... and you're not constantly chasing new clients...

                          Why would the client go on paying you? Well, if they could do it, they would have already. Plus, those who do email or send out newsletters tend to do it poorly. Our campaigns often get 10 times or more the response that the business owner gets through their own efforts.
                          Owning the customer list.

                          There's the jewel in the crown or in most circumstances the uncut jewel that awaits the marketer with gem cutting and polishing ability.

                          I read a ton of comments that sometimes don't reflect so favourably on your insights but your comment here is worthy of noting.

                          Working with what clients already have and are naturally generating and then multiplying their efforts so they benefit is how to leverage the biggest returns for yourself and your client.

                          Thank you for your comment.

                          Best regards,

                          Ozi
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            • Profile picture of the author mojo1
              Originally Posted by animal44 View Post

              The short version is that SEO has a bad name and I wanted to make the decision a no brainer, so I came up with "free SEO". We'd run the customer reactivation and the resulting funds would pay for the SEO.

              Realised I could earn far more from customer reactivations than SEO and the clients were more interested in customer reactivations anyway... so no brainer to focus on customer reactivations, JVs and email marketing...
              Sounds a lot like the premise of Kenny Cannon and Cameron Benson's wso
              Those guys have an awful rep around these parts, however the underlying premise Animal44 has shared is rock solid.
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        • Profile picture of the author Claude Whitacre
          Originally Posted by animal44 View Post

          . Found clients were more interested in the customer reactivation than SEO - more immediate sales.

          I agree. And I think I know the reason. Losing a customer is far more painful than not making a new one.
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          • Profile picture of the author eccj
            Originally Posted by Claude Whitacre View Post

            I agree. And I think I know the reason. Losing a customer is far more painful than not making a new one.
            Ain't that the truth.

            That is unless you've been trying to get the client to leave because he drives you crazy.
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  • Profile picture of the author tryinhere
    Originally Posted by Oziboomer View Post

    How often have you tried to promote your services or products to a client only to be knocked back?

    Too often, we as business owners, waste time trying to promote products or services that believe are solutions for clients but we fail when they are not accepted or perceived as a good idea.

    Do you take the time to create, design and test what the market really wants or are you often disappointed when you think you have a good idea but it fails?

    How do you create value for your clients?

    Please add your comments...

    Best regards,

    Ozi
    Ozi, a bit confused by your order of words in that / if you "Do you take the time to create, design and test what the market really wants"

    then you are in effect "How often have you tried to promote your services or products to a client only to be knocked back?"

    meaning that in testing the market and what it wants part of that must surly involve some product testing to be knocked back, or it in itself would not be testing / trial in the first place.

    In that theme of testing then if we look at this line , "we as business owners, waste time trying to promote products or services that believe are solutions for clients but we fail when they are not accepted or perceived as a good idea." how are we a failure for testing what the market wants, which would entail some knock backs as testing and from this trial and testing would not the opposite to failure happen. ?

    Maybe it is late and I am getting confused with your order of words ? / time for bed
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  • Profile picture of the author neshaword
    Ozi,

    Not sure if my freelance experience can be of any help. Yet, when it comes to clients I have to adapt all the time and look for new ways to survive in the market. Honestly, I do not have time for tests and try outs, because the freelance dynamics simply does not allow you a break. If my new system works, then I get new clients. If that is not the case, then the period of unprofitable silence reminds me I must have done something wrong.

    Cheers,
    Nesha
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    • Profile picture of the author DABK
      To me, it sounds like you're doing the testing, just a different way, a harder way (it seems to me, more stressful).

      Originally Posted by neshaword View Post

      Ozi,

      Not sure if my freelance experience can be of any help. Yet, when it comes to clients I have to adapt all the time and look for new ways to survive in the market. Honestly, I do not have time for tests and try outs, because the freelance dynamics simply does not allow you a break. If my new system works, then I get new clients. If that is not the case, then the period of unprofitable silence reminds me I must have done something wrong.

      Cheers,
      Nesha
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  • Profile picture of the author sweetcrabhoney18
    Love your point Nesha ; that was the pure reason I closed my freelance business down!

    So back to the post at hand ;

    I know way too often I'd buy a stupid domain on a so called " amazing idea " and discover a week later it's the dumbest idea in the world!

    Now a days I take more time to actually make choices on a business I intend on starting.Research , planning asking people if they would do it and how much they would pay for it! All of those things should be done before even buying a domain name!

    I also focus on just a single idea at a time.

    Creating value takes effort ; in previous projects I only tried to earn. The business I hope to start in November is aimed on the customer... so much so I haven't figured out how to even earn from it! LOL. That's my focus now ... no longer working for pennies but also making sure that the consumer is 100% happy.
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  • Profile picture of the author marciayudkin
    How often have you tried to promote your services or products to a client only to be knocked back?

    Too often, we as business owners, waste time trying to promote products or services that believe are solutions for clients but we fail when they are not accepted or perceived as a good idea.
    Getting knocked back doesn't necessarily lead to failure. If you've opened a door, and started a conversation, it can lead to success.

    Here's an example from my previous career, freelancing for magazines. When I started, I would send queries to the top women's magazines like Glamour, Cosmo and Ladies Home Journal. I would get friendly no's in return. Screwing up my courage, I called the editors I was corresponding with and told them I was going to be in New York City on such and such a day. Could I come in and discuss article ideas with them in person?

    During those meetings, I pitched six or seven ideas in a row and got no's on every one. Failure, right? Not at all. What would happen next was a free-flow conversation about topics I cared a lot about, then how it could fit that particular magazine, and typically I walked out of the meeting with an assignment.

    This is parallel with the situation of pitching business owners. If you use your offer as a door opener and then get a conversation going, you can walk away with an assignment that matches what they actually need and what you're capable of providing.

    Marcia Yudkin
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    • Profile picture of the author Oziboomer
      Originally Posted by marciayudkin View Post

      Getting knocked back doesn't necessarily lead to failure. If you've opened a door, and started a conversation, it can lead to success.

      This is parallel with the situation of pitching business owners. If you use your offer as a door opener and then get a conversation going, you can walk away with an assignment that matches what they actually need and what you're capable of providing.
      Thanks Marcia,

      The approach you outline is pretty much what I find happens with most of my best clients.

      They may have initially had an idea that you could help them in some way but as the relationship develops you become one of the go-to people who they ask to help with issues that present themselves along the way.

      I expect with the push toward most traditional publishing media cutting journalists from their permanent staff your method of proving capability would be even more welcomed in these times when the move is strongly towards freelance.

      In one example from my circle, initially the client just wanted more qualified leads so the route was to make better lead capture devices and send traffic to those avenues.

      What ultimately happened was as this relationship progressed my company ended up producing video content and then webinar and live seminar content, membership and support systems and we moved away from the lead generation end of the equation.

      The client still uses all of the lead capture devices but instead of us managing the various campaigns both in social media and via PPC we referred specialists in those roles to the client whilst we moved towards the content, engagement and support area.

      Throughout the relationship I would always be the person who got the call if there was something that needed to be solved and now my role is far more of a consultative advisor.

      With a large percentage of my work coming from referrals I find clients tend to start out saying you did "this" for "so and so" ...can you do the same for me?

      What really happens is after you start the conversation or even start providing the client with what they think they need you uncover the real issues and often end up applying some lateral solution you transfer from an entirely different situation to help solve their real requirements.

      Best regards,

      Ozi
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  • Profile picture of the author Yo Adrian
    We used to pitch core SEO services to clients, but the effectiveness of that has faded like many others here have experienced. So what we did was hire on staff who specialize in a number of services under the digital marketing umbrella and we approach clients in a more inquisitive manner, starting conversations to learn their challenges and what they actually need to overcome them. We then talk to them about the services that specifically address those needs.
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  • Profile picture of the author ewenmack
    I made a post years ago about a case study on customer reactivation

    http://www.warriorforum.com/offline-...ctivation.html

    Best,
    Ewen
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  • Profile picture of the author Chris-
    There's a VERY simple answer to that. Businesses want more PROFIT. Period.

    The usual method of getting more profit, for a lot of businesses, is to get more customers or clients.

    While to an internet-marketer it might like seem like what the business "needs" is a website, or better SEO, or social-media marketing or whatever, but really, most businesses don't care much about those things, they only care about how many new customers/clients they get.

    That means that the easiest thing to sell them, is real leads, i.e. contact-details of people who have taken action to express a genuine interest in what they are selling. Offer a business those, at realistic prices, and you'll get a better response rate than almost anything else.

    You can even look to see which businesses are spending what amounts on AdWords, and offer them real leads for around the same money they are paying for clicks, and you'll get lots of interest. That's what I'd recommend

    Chris
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    • Profile picture of the author Oziboomer
      Originally Posted by Chris- View Post

      That means that the easiest thing to sell them, is real leads, i.e. contact-details of people who have taken action to express a genuine interest in what they are selling. Offer a business those, at realistic prices, and you'll get a better response rate than almost anything else.

      You can even look to see which businesses are spending what amounts on AdWords, and offer them real leads for around the same money they are paying for clicks, and you'll get lots of interest. That's what I'd recommend

      Chris
      Thanks Chris,

      What are your suggestions to get those leads?

      I know many people are having success with data supplied by companies like Acxiom
      Audience Solutions, Data and Decision Sciences - Acxiom

      But what are your thoughts on getting some of the harder to get details from people with various medical conditions or from the niches that might have some issues with Google or Facebook in relation to things they don't want to identify with or supply traffic for?

      Best regards,

      Ozi
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      • Profile picture of the author mojo1
        If you're dealing with embarrassing or highly personal medical conditions, then perhaps going further away from offline and in partnership with physicians who handle those conditions might be a better start?

        Maybe have a few conversations with physicians to find out the language people often use with them to describe their symptoms/ problems OR...good old fashioned forums/blogs where people go to seek help might be a good place to start advertising your health solution. Yeah no one wants to talk about embarrassing problems in the FB environment but they still frequent medical/natural health type sites to openly discuss and seek helpful remedies.

        Hopefully I read your question properly, lol.
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      • Profile picture of the author ewenmack
        Originally Posted by Oziboomer View Post

        But what are your thoughts on getting some of the harder to get details from people with various medical conditions or from the niches that might have some issues with Google or Facebook in relation to things they don't want to identify with or supply traffic for?

        Best regards,

        Ozi
        Less restrictions when using mail after renting lists.

        Plenty of lists available, right down to the drugs used.

        Here's an example...

        http://lists.nextmark.com/market?pag...card&id=205525

        Best,
        Ewen
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    • Profile picture of the author joansmith
      Originally Posted by Chris- View Post

      There's a VERY simple answer to that. Businesses want more PROFIT. Period.

      The usual method of getting more profit, for a lot of businesses, is to get more customers or clients.

      While to an internet-marketer it might like seem like what the business "needs" is a website, or better SEO, or social-media marketing or whatever, but really, most businesses don't care much about those things, they only care about how many new customers/clients they get.

      That means that the easiest thing to sell them, is real leads, i.e. contact-details of people who have taken action to express a genuine interest in what they are selling. Offer a business those, at realistic prices, and you'll get a better response rate than almost anything else.

      You can even look to see which businesses are spending what amounts on AdWords, and offer them real leads for around the same money they are paying for clicks, and you'll get lots of interest. That's what I'd recommend

      Chris
      Chris has an amazing ability to remind us of what really matters in marketing: understanding what customers really want
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  • Profile picture of the author davismiller097
    amazing ability to remind us of what really matters in marketing: understanding what customers really want. I learn something every time I Read This post
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  • Profile picture of the author riztechpro
    Actually I don't worry when I loose any client, as I search for the reason why he left then I try not to do it again. But in general clients only want best support, availability, speed and quality. That's my freelance experience.
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    • Profile picture of the author DABK
      Your clients, which you got based on your positioning. Other clients want different things, speed, for instance, is not important. They're willing to wait.

      Originally Posted by riztechpro View Post

      Actually I don't worry when I loose any client, as I search for the reason why he left then I try not to do it again. But in general clients only want best support, availability, speed and quality. That's my freelance experience.
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