How to make customers love your business

In a recent KAJ Masterclass Live episode, Ernie Martin, author and marketing communications expert, shared his insights on how entrepreneurs and small business owners can make customers love their businesses. Martin is also the founder and CEO of Receivable Savvy, a research and content development consultancy that helps finance professionals master order-to-cash.

Martin begins by addressing a common misconception among entrepreneurs and small business owners, which is that everyone will flock to their business simply because they've put up a sign that says "open for business." Martin dispels this notion, stating that "nobody cares about your business." He goes on to explain that while entrepreneurs may have a great product or service, they need to take certain steps and principles into account in order to make customers love their business.

Martin's book, "Nobody Cares About Your Business: Eight Universal Marketing Principles Every Entrepreneur Must Know to Make Customers Love You," outlines these principles in detail. Here are some of the key takeaways:

1. Not everyone is cut out to be an entrepreneur. Martin explains that while anyone can start a business, not everyone has the characteristics that make up a successful entrepreneur. He suggests that individuals should carefully consider whether they have what it takes to be an entrepreneur before taking the plunge.

2. Understand the principle of selling water in the desert. Martin uses the example of selling water to people in the desert or selling oxygen to people underwater to emphasize that unless your business is selling something that people absolutely need to survive, customers won't automatically care about your business. Therefore, entrepreneurs need to develop an effective brand that will help their business stand out.

3. Develop an effective brand. Martin stresses the importance of developing a brand that effectively communicates what your business does, how it does it, and how it differentiates itself from the competition. He also emphasizes the importance of delivering high-quality products and services, engaging with customers, handling customer relationships and problems, and following up with customers after a sale.

4. Master the principle of engagement. Entrepreneurs need to engage with their customers effectively, which includes understanding their needs, preferences, and pain points, as well as communicating with them through various channels such as social media, email, and in-person interactions.

5. Implement effective marketing communications. Martin highlights the importance of developing and implementing a marketing communications plan that includes messaging that resonates with your target audience, as well as leveraging various marketing channels and tactics.

6. Develop an effective sales process. Entrepreneurs need to have an effective sales process in place that includes identifying potential customers, building relationships with them, understanding their needs, and closing the sale.

7. Implement effective pricing strategies. Martin stresses the importance of developing effective pricing strategies that take into account factors such as competition, value, and customer perception.

8. Continuously measure and improve. Finally, entrepreneurs need to continuously measure and improve their business, including tracking metrics such as customer satisfaction, sales, and marketing effectiveness.

In summary, Ernie Martin's "Eight Universal Marketing Principles Every Entrepreneur Must Know to Make Customers Love Your Business" offers valuable insights for entrepreneurs and small business owners looking to make their businesses stand out and thrive. By understanding these principles and taking them into account in their business strategy, entrepreneurs can create a business that customers not only care about but also love.