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  • Education Events: How To Find The ‘Hidden Treasure’ In Your Business

    It was a six year old boy’s dream come true
    A birthday treasure hunt. The young treasure hunters discovered a battered map in a bottle on the rocky ocean beach. Following the clues to the ‘X’ on the map, the boys found the right spot and started to dig. It didn’t take them long to unearth the buried chest. Imagine the boys’ delight on finding a pirate flag and handfuls of jewels.

    Real treasure!

    Customer relationships are the treasure in your business
    Relationships with loyal customers that come back again and again. These repeat customers are the ones that make your business thrive. One of the best ways to get customers to return is with regular events.
    But not all events attract the right customers.
    And keep them coming back for more.

    What type of event attracts repeat customers?
    Not just any customers.
    Customers that want more than just a product.
    Customers that want to know how to solve a problem.
    Customers that are hungry for information.

    The most effective are education events.
    These events offer that information.
    They solve problems for the customer.

    That brings us to the next question.

    How do you create an education event?
    You need to find a map that will lead you to the repeat customer treasure.
    Sometimes we search all over to find the map.
    We don’t realize the map is right in front of us.
    The landmarks on the map are the customers’ problems.
    The customer problems will lead you to the treasure.

    ‘X’ marks the spot
    Your customers’ biggest problem is the ‘X’.
    That’s the first problem to tackle with an educational event.
    Once you’ve identified the problem, you dig deeper to get more information.
    That’s where you’ll find the treasure.

    But, let’s not get too far ahead of ourselves.

    How do you find the X?
    Your job is to find a problem your customers want to solve. And create an educational event that provides a solution to their problem.

    It isn’t as hard as it sounds.
    As I said before, you start with problems.

    1) Discover the customer problems
    2) Pick one problem to solve
    3) Provide the solution

    1) Discover the customer problems
    Talk to your customers in the store. Listen to their questions. What do you find yourself explaining to your customers most often?

    Ask questions. Ask for honest feedback. Find out what bugs your customers about any of your products. What bugs them about shopping? What would make it easier for them to buy?

    For example, let’s imagine you sell women’s dresses. What makes it hard to buy a dress? Let’s make a list of some problems customers might have.

    Problems with fit:

    • Dresses are too long, or too short, in the waist
    • Hem is too low, or too high
    • A dress fits in the hips, but is the wrong size in the top

    Problems with selection:

    • Can’t find a suitable colour for skin tone
    • Can’t find a dress for figure type

    Other problems

    • Need a dress for a formal occasion, that can also be worn for casual events
    • Need a dress that can be part of a work wardrobe

    These are just some of the problems that customers could have when shopping for dresses. If you have a wide variety of products, you may come up with many more potential problems that customers encounter. At this point, start with a list of 10 of the most common problems you hear from your customers. In the next step, you’ll reduce the list even further.

    2) Pick one problem to solve
    Yes. Just one.

    You can come back to the rest of the list later. For now, you need to focus on just one problem. If you try to solve too many problems at once, you get overwhelmed. You don’t know where to start. The project seems too big to handle. When you choose just one problem, you start to see how to tackle that one issue.

    Multiple problems lead to unfocused messages. Unfocused messages alienate customers. When you focus on just one problem, you attract all the customers that struggle with that one issue. The message is clear, and the customer feels like you are talking directly to her.

    So, just one problem. Let’s go back to our example.

    How do you choose just one problem?
    Well, in this case, problems with selection are more difficult to solve with an educational event, although it can be done. Let’s put aside those problems for now.

    Problems with fit are very common. The other problems listed are also common. However, fitting problems likely cause the most stress for customers. This is a clue that customers may be interested in a solution that you have to offer. Remember, start with the ‘X’. The biggest, or most common problem.

    I’ll pick one fitting problem: A dress fits in the hips, but is the wrong size in the top

    Now I’ve isolated a problem from my list, but what do I do with it?

    3) Provide the solution
    Now that you’ve chosen a problem, you need to identify a solution to the problem. A solution that you can deliver with an event or a class. This is where you go back to brainstorming.

    What is the solution to the problem?

    What advice would you give to a customer with this problem? Make a list of these points, or steps, to solve the problem.

    Back to the dress shop example.

    The problem: A dress that fits in the hips, but is the wrong size in the top
    The solution: A dress that fits just right (in the hips and the top)
    To get a dress that fits just right:
    1) Wear the right foundation garments to try on the dress
    2) Buy the dress to fit at the fullest point -> either bust or hips
    3) Find a good seamstress or tailor
    4) Have the dress professionally altered to perfect the fit
    5) Accessorize to visually balance the figure

    Now you’ve got enough points to give a seminar or class. You’re ready to start planning your event.

    But, I’m not a professional speaker
    It’s best to deliver the seminar yourself, or use your own staff team. You may not be a professional speaker, but your customers perceive you as an expert. The more you can encourage your customers to use you and your team to solve problems, the more you’ll improve your relationship with them. You want your customers to see you as a solution provider, not just a product seller.

    When customers see you as the solution provider, or expert, they’ll keep coming back over and over.

    And that’s the hidden treasure in your business.

    Summary
    To uncover the treasure of repeat customers, start digging.
    1) Discover the customer problems
    2) Pick one problem to solve
    3) Provide the solution

    Next Step
    Does running events seem like too much work?
    Come back next week to learn the secret to ‘automatic’ store events. Or subscribe here, to get the next article sent to your email inbox.

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