flowing motion

Step 1b for defining your fans and customers

Posted on: August 20, 2009

NEWPORT, ISLE OF WIGHT - JUNE 14:  Music fans ...
Image by Getty Images via Daylife

Laying out your social media campaign

Yesterday morning, I posted 10 Sun Tzu rules for the networked world.  These are 10 questions to guide our social media strategy – beginning with describing our fans and ending, with  issues which confuse the fans and which we need to address.

Startups have special issues

Start-ups struggle, or rather panic on the first question.  Who is my fan?  I know who speaks to me now, and I have a vague idea about who I want to speak to – and there is a biiiiiiiiig gap.

Pupils dilate.  Heart pounds.

How can we define the fans we have never met?

All is not lost.  We have a hack.

Last night, I posted a really simple way to imagine speaking to that customer that we haven’t met yet.

It’s a really good technqiue for describing fans and customers we hope to have but don’t have yet.

Get our scenario-writing going

Try it.  Get rid of that anxious feeling !

You’ll be surprised at how quickly you can  imagine the scenarios.

Once you are imagining meeting your customers, you can start defining your sales process

Once you can imagine your customers, the next important step is to figure out who is ready to buy.  And if they are ready to buy, do they have the money and when will they have the money?

Finding the best customers

For those of us not from a sales background, approaching customers is seriously intimidating and meeting with dead-ends is disheartening.

BNET came timeously to the rescue yesterday.  Here is their step-by-step “prospect qualification” system.

It breaks these larger 4 questions into baby steps.

  1. Do they need what you sell?
  2. Do they have the money to pay?
  3. Who does the buyer have to consult and who makes the final decision?
  4. When might they buy and what determines when they might buy?

It’s a very good idea to take one of the fans you described and step through these questions.

The questions seem to loop into each other towards the end so just revert to the pages 1-17 and click throught to the end!

Making progress?

Is this coming together for you?  It should be.  Do let me know!

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3 Responses to "Step 1b for defining your fans and customers"

[…] Once again, this rule is intimidating at first, but we can be assured that if pundits are telling us to do something, then they already know how to do it. So for an example, have a look at the link to BNET that I posted yesterday morning to a handy resource for Prospect Qualification. […]

Thanks for posting the link to the “Prospect Qualification Tool”. I think it helps make the point that if you don’t start selling at some point, social media is just, well, socializing.
Geoffrey

[…] Step 1b for defining your fans and customers (flowingmotion.wordpress.com) […]

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