Conduct market research through your customers

There are several great methods of conducting research about your industry/ market, and in my research article, I talked about the different methods that I included as part of the research plan. Of all of these, I think one of the most insightful exercises is holding small focus groups or 1 on 1 sessions with representatives of your niche to literally pick their brain. One way to do this is to look back on your previous group of clients and select those who really fit the mold of your ideal client. You know, the one who really gets it, was extremely satisfied about your services and would send referrals to you left and right. If they truly found your services valuable, they should be thrilled to be asked to participate in a “pick your brain” session. Don’t forget to remind them that your purpose is to find more clients like them!

When a client is unsatisfied, there are two possible causes:

1. You did not deliver on your commitment.

2. You did not set proper expectations.

It goes without saying, avoid #1 at all costs, because it is the foundation of a great business. I think it’s ridiculous… absolutely ridiculous… when I find myself in a situation where I’m not getting what I was promised. It’s sad to say, most businesses have probably fallen in this category at one point or other.

Avoiding #2 is the key to building a strong following. When customers know exactly what you do, what you offer, what they will get and what they will not – the chances of a customer being disappointed granted you meet #1 will decline significantly. Also, you will start to attract those clients who want exactly what you’re offering and will start to deter clients who are looking for something else. You will be screening less and servicing more.

Sometimes the lines get blurred between #1 and #2, right? For example, let’s say you’re a children’s entertainer and you say that for  2 hours, you will provide:

– a magic show
– party favors
– balloon animals

Pretty simple and straightforward. However, at the end of the 2 hours, the mother you booked does not have a smile on her face. She’s not happy because halfway through the party, the older kids got bored with the show and started wandering around. One toddler began crying so loudly that it ruined the show for all of the other kids, who were at one point, mesmerized by the act. Did you deliver on your commitments? Well, as laid out above – yes. However, did you meet the mother’s expectations? No. You were disconnected with her expectations. Did she expect a pure entertainer? Or did she expect a babysitter? The more you understand your clients’ expectations, the better you can build a strong product offering around them. Or, at least clearly delineate what you can and cannot do:

– thrilling magic show (targeted to kids age 3-6)
– party favors (balloons, hats, and clappers)
– on-demand balloon animals of all kinds (fun for all ages)
If your guests are ready for a party, they will have one of a lifetime!

* Recommended that children have eaten before the show begins
** Children less than 3 years old must have guardian present

A great businessperson can speak confidently about features, benefits, and limitations of his product. We’re all customers too, and we like to know what we’re getting into.

We’ve all run into the overly inquisitive client. They want to know everything about everything under the sun: what time this, how many that, how much for this, minus that, and on and on and on. Sometimes, it gets so tiring that it doesn’t even seem worth it.

More frightening, although you might not know it, is the customer who asks no questions, books you, pays you, and goes on her merry way without so much as a comment. She may find herself telling her friends about the experience: “eh, he was ok – I wouldn’t recommend him though.. There’s probably better value out there for the cost.” Yes – a business owner’s nightmare.

I’m probably venturing too far into the client experience topic, because I will be writing about that in more depth later. The purpose of today’s note was to encourage you all to create some type of way to find out what’s on the minds of people who would be or have been ideal clients. It may surprise you. You may have thought all these years as a photographer that people have come to associate you with and love you for your unique style framing the subject and the bluish hue you add for a cool touch. After this exercise, you might find that most love the framing, most hate the blue, and all love the sepia-toned “thank you” cards with the 2 x 3 photo swallowed in a sea of blank white. Who’da thunk?

Here are some examples of  questions you might ask some of your participants:

• What would you say if someone asked you what you do for a living?
• How did you get into that business?
• What did you do before this?
• Do you enjoy it?
• What do you love about it? What not so much?
• How much research have you done on your niche? Your competitors? Your industry?
• How did you learn about your subject? (photography, medical equipment sales, etc.)
• What do you do to continue your education?
• What kinds of services have you invested in for business development? (marketing, brand, web, consulting, etc.) How much did you invest in those services?
• Take me through those experiences. Were they valuable? What about them were or were not?
• How much of your income do you dedicate to business development?
• What kinds of business services do you find most valuable?
• What kind of workshops/ seminars have you attended?
• If you could develop a service around exactly what you needed help with, what would it look like? (output, working arrangement, time, etc.)
• What do you do for fun?
• What brands do you love? Why? Stores? Restaurants? Why?
• What commercial/ print ad do you find memorable?