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Four Ways To Empower Customers To Be Their Own Experts http://ift.tt/2EWXQ0L I started my career in skincare as an esthetician who depended on clients seeking professional advice, so many people are surprised when I say that I’m trying to give customers the tools they need to be their own experts. While it might not make sense on the surface to cannibalize my own business in this way, I wholeheartedly believe that it’s a better business strategy to empower customers. Consider the following approaches I've found to be useful as you're guiding your consumers towards becoming "experts." Be A Reliable Source Of Proven Knowledge At Stacked, we have invested an incredible amount of time and effort building an expansive library of skincare content for our customers. Our rationale is simple: We want to be the resource for all our customers’ skincare questions. Whether we have a product to treat their specific concern is inconsequential; by adding value to their lives in the form of information, we’re building a lasting relationship based on trust and mutual benefit. There’s so much incorrect and uninformed advice out there. As customers become more and more barraged by information, it’s even more vital that they have a trusted resource to consult. They’re already consuming the content; make sure you’re the one serving it to them. To build your own library of content, start by finding the knowledge gaps. Solicit questions on social, send a survey or meet with customers in real life to learn about their most pressing questions. Skim influencer blogs and the comments sections of press articles to find out where the knowledge gaps are. Then, start building your library of content on your blog, emails and social posts. A newsletter is a great tool for getting this info out to your list. Once they start to rely on you for content, customers will look out for your emails and visit your site specifically to see what’s new. Create Products That Validate Your Customer’s Intelligence When I first launched my line, one of my premiere products was a device that, at the time, was pretty much only used by estheticians and skincare professionals. While other brands might not have trusted their customers with a tool that contains hundreds of tiny needles, I believed that my customers were intelligent enough to use something this advanced. This trust in my customers' intelligence meant that I was one of the first to go to market with this kind of tool, and I’ve been repaid over and over again for believing that my customers can follow safety instructions and know what’s right for them. It’s this faith and trust in my customer that helped me launch another device that was once reserved only for in-office treatments. Again, I invested in safety and a patented design to make it as foolproof as possible. But without the trust in my customer, I never would have launched these groundbreaking tools in the first place. Business via Forbes - Entrepreneurs http://ift.tt/dTEDZf February 23, 2018 at 08:56AM
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