Customer Focused Marketing

In a recent online chat I heard the phrase “customer-focused marketing” and it were as if the sound of fingers nails went screeching through my entire head tearing through my throat and digging into the pit of my stomach.

I believe that term “customer-focused marketing” may put a company in the wrong mind set. It is very dangerous to assume that you can simply market to what a customer wants to hear. One of my competitors markets “hassle free pest control” because that is what the consumer wants. But just marketing it doesn’t make it a reality.

Are you selling me a turd?

I had a great lunch the other day with some very smart people. One of them actually found Bulwark Exterminating’s service through social media. (YAHOOO… ALL MY TWITTER TIME HAS PAID OFF!)… Probably not…. Fred even beat me to posting his blog post: Local Search, Social Search More importantly, Fred’s analogy still rings true… “A polished turd is still a turd.”

Taking a peek behind the curtain in the Wizard of Oz left Dorthy with a whole new perspective.  Coming out from behind the curtain and allowing your customers to view you for who you really are can be a frightening proposition, and yes very awkward.  Letting your magical mirror tell you that your beautiful is entirely different than wiping away the muck on the glass and taking away the smoke to see what is really staring back at you.

I am all for businesses and individuals taking a serious look at where they currently stand and asking their audience or customers for feedback.  After collecting this data, looking for a real way to meet the demands of those that care about you and your service/product.  But stepping out there and asking them what they want and then trying to dress a donkey up to be an eagle, just isn’t going to fly.  You can’t just say, you are doing it, you’ve got to do it…

I am sorry, I can’t hear what you are saying over what your actions are yelling!

The business world is shifting. Buyers and consumers are shifting. There are more options and more ways to find those options.  There are more reviews and more people publishing their reviews. Mass media is ignored by the masses.  This trend has been happening ever since cable jumped onto the scene.  Less than 20% of TV viewing is done through the big 5 networks, which once owned over 80% (a 3 year-old stat). This loss in mainstream media is amplified now by the internet. The masses have splintered off.  <What?> Yes, really.  Your customers are individuals.

Don’t end up like GM. Don’t end up like other failed marketing campaigns and companies who excuse themselves with “The customers just didn’t get it.” … No… YOU DIDN’T GET IT!  Don’t focus your marketing on what customers want to hear.  Focus your service or product on what customers are asking for.

I believe that for the first time ever large businesses are having to face their customers… and you know what, when the Wizard of Oz stepped out, after the initial shock, it actually ended pretty well for both Dorthy and the Wizard. …..because he cared and helped solve her problem. Win-win.

Who do you use for Pest Control?

Bulwark Exterminating released it’s most recent customer survey scores. Bulwark sends out surveys to each and everyone of their active customers each year.  The cost to survey their customers is not cheap, but the value gained by listening to the customers is well worth it.

Read the Article here:  http://blogpestcontrol.com/2010/05/pest-control-customer-satisfaction-scores/

Pest Control Customer Satisfaction Scores

New Score:

97% Recommended, 100% Guaranteed

I once heard a savvy business consultant say that the only question on your survey that really matters is “Will you recommend or refer us?” Ultimately this question tells all.  Customers have different expectations.  Customers may provide feedback that appears negative but they still love your service.  This one question reveals which side of the scale they are on.  If they are just bearing through the service because they see no other option then they will not recommend you.  When asked, “Who do you use for pest control?” a customer not happy about your service may reply, “Papa’s Bug Guy.  Their Okay.”

Being Okay isn’t good enough.

When an associate of your customer asks your customer, “Who do you use for Pest Control?” You don’t want to be the company that is just OKAY. You want to be the company that get’s. “I use Joe’s Pest Control. They are Great!” That is really marketing.

A Service with Heart

San Diego Pest Control that is all Heart.

So marketing often has a very fine line between being cheesy and being TOTALLY AWESOME! Of course, everyone likes a different flavor of ice-cream. And no matter how you try you won’t be able to please everyone. But back to why I am writing this post. Heart’s Pest Control out of San Diego has a cheesy name, and a cheesy logo… BUT…. Heart’s is a perfect fit.

So today is my Friday Tribute to Pest Control professionals that I admire.

Gerry is the epitome of a business owner that is all heart. He truly cares about his employees.  Caring for his employees spreads the love to his customers.  In in my opinion service is about caring. And Hearts pest control cares from the top down.  To Learn more about Heart’s read his article posted earlier this week: Take Back My Paycheck