Wednesday, November 16, 2011

What is your customer's "Catch"?



Customer's Catch is a term we use in OPIC Sales and OPIC Quirk workshops. It is a concept to help our clients better understands their ideal customers "buying motives" or "Catches" and the real purpose as to why they would buy your product or service in the first place and not your competitors. 

We use these 8 Catches to identify why customers wants to buy from you.

First of all, do you understand the following?
  • Do you know why your customer makes the purchases that they make?
  • Do you know what factors influence your customer purchases?
  • Do you know what changing factors in our society will affect your customers’ decision to buy from you?
You can implement the 8 Catches into your marketing strategy. These catches will help you to communicate to your ideal customers and channel them back to your business to make purchases or to use your services.

If you use one of these catches effectively, you will talk to them directly as you know what is important to their wants & needs and why they should buy from you and not your competitors.

Before we look at each one, firstly you need to understand your business, product or service and the real purpose as to why you want the type of customers to buy or use your service.

Here are the 8 Catches:
  1. Worry Free - a "Peace Of Mind" catch. This catch often used by insurance companies, as you know when you buy insurance for your home or vehicle you are buying for peace of mind in case any accidents may occur. So when you use this catch, you are selling a no worry or a peace of mind product. For example most mums will buy a cot for her child if the cot uses no toxic paint so it does not harm the child and this would give her peace of mind because the baby is safe from harm.
  2. Easy & convenient-  this catch is particularly useful if you have a product that is so easy to use or it could be that you are located in a very central area that your customer can get there with ease. For example a local corner store will use this catch to promote his location as convenient.
  3. Value for money (VfM)- is about obtaining the maximum benefit with the resources available. Decisions about VfM are a daily reality in all our lives. We are constantly choosing which items or services to buy, and judging the right balance for us between quality and cost. This catch is a great match for your clients who are looking for value products & services.
  4. Status-exerting influence by reason of prestige. This catch is used when you target the customer who appreciates and loves luxury products or supreme services. If you are selling high end products this catch will get their attention. It's based on Status, quality and not on price.
  5. Time Save-If you are pitching to an audience this catch is perfect as time means a lot to them as they are constantly busy or time poor. Classic examples are online sales. You can buy in the comfort of your own home and you don't even need to leave.
  6. Money Save- This is a good catch as everyone wants to save money if they can help it. You may have seen an ad where it tells you to buy because it's now reduced to a low price, so you will save money if you buy now.
  7. Environmentally Conscious- are terms used to refer to minimal or no harm on the environment. Businesses sometimes use these terms to promote goods and services by making environmental marketing claims and with Eco-labels. If you are a green environmental friendly business here is your chance to promote your product to your customer who has the same belief like you do.
  8. Brand Loyalty-The extent of the faithfulness of a customer to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands. This is catch you want to use as if you could build a Brand that your customers become loyal to. You know when have them for life. You don't have to worry about competition as in your customers’ eyes you are it.  No one else will take your place.
So the next time you would like to write an ad or to promote your products or services make sure you use some of these catches to attract your ideal customers.  These catches are to help you to keep your ideal customer in mind so whatever you do you will create the product with your customer in mind.

To get a better understanding on how other businesses use these catches, the next time you go grocery shopping, pick up  a product and turn to the product info section and you will see how they use their customers to entice their ideal customer to purchase their product.

2 comments:

Unknown said...

I like how you put that "catch". Gives it much more of a human feel.

Paul, UGS Product Sourcing

Vinh Van Lam said...

Thanks Paul,

Thanks for your feedback and thanks for visiting our blog.

Vinh

Pure Leverage

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