Are You Taking Advantage of Opportunities to Educate Your Target Market to Increase Your Bottom Line?
I would like to share a conversation I had with a home inspector recently. We were talking about phone calls he has received from people who want him to inspect their pools. He tells them it will cost them $150 which does not please them as they have already spent around that same amount of money with ANOTHER home inspector (this sentence has been added to the original post for clarification – thanks to Catarina and Susan for making it clear that my original post was not clear) to have their home inspected. He then explains to them that they could have paid him $75 to inspect both their homes and their pools had they called him first. What does this scenario tell us?
- People don’t necessarily know to ask if the home inspector they hire also inspects pools. I didn’t know that there is a special requirement to be qualified to inspect a pool – at least in the state where this home inspector resides; obviously many people living in his state also didn’t know this or he wouldn’t be getting these phone calls.
- This home inspector has a great opportunity to provide his target market with information they not only need but would want to know before hiring a home inspector if they have a pool. He also has the opportunity to differentiate himself from those other inspectors in his area who do not inspect pools
- He can and should share his knowledge to his potential target market. They will be grateful for this information and he will probably get many more inspections.
- We didn’t get into further discussions about other information his potential target would want to hear, but hearing about his background and experience in his niche, I would assume he has many other topics he can share with his target market.
Have you had customers or know of people who are not taking advantage of sharing knowledge they have with their potential target or perhaps you have some knowledge you know your target would want to hear? Besides helping to establish one as their industry expert, this type of education oftentimes brings in more paying customers. What do you think?