Virginia Dominguez, a consultant, responds to “How come no one wants to speak to the customer BEFORE they do marketing” with this case history/anecdote:
“This is a good point…I was just watching a video, last night, where Jack Canfield (Chicken Soup for the Soul) pointed this out…He illustrated this with a story about a Chiropractor that wanted to set up his practice in this new town. So, he went to the town officials and asked a few questions, to which he was told that the town did not need another chiropractor, because the town already had one servicing the people. This negative reaction did not derail his ambition, so he set out to prove them wrong. He did this by doing some pre-marketing before opening the business. He set out to go knocking on hundreds of doors and asking each individual and potential customer, how they would feel (together with other service related questions) about a new chiropractor in town. He not only proved the town officials incorrect, but he was able to make tons of money when he established the business. A year or so later, one of those people he interviewed was on this big event seminar, when the above story about the Dr. was told, the interviewee got up and said, “I remember him!” She was asked by the event coordinator, how was this possible and she said, “I remember him, because he came to talk to me!” She also used his services.”
The power of communicating directly with your customer/audience is amazing…when you do it. And the best part about this process is that it doesn’t have to be expensive. The ROI in terms of business, branding, establishing yourself and your business in the community is exponential.