Why Your Soulmate Customer’s Goals Matter… A Lot!
Soulmate Customer Goals help you understand what your best customers need to achieve. When you know their goals, you can help them solve problems and succeed.
That changes the conversation.
Instead of asking, “How can we sell more?” ask a better question. How can we help our Soulmate Customer win?
The Digital Game Plan calls this the Soulmate Success Path. It goes beyond a typical buyer journey. The goal is not just to help someone buy. Instead, you want to understand their challenges and guide them toward success.
As Damon Pistulka explains, “The more you know this buyer journey, the more you can create your information… to the exact things they need to know to make an informed decision.”
Let’s explore how manufacturers can put that idea into action.
Do You Understand What Your Soulmate Customer Is Trying to Achieve?
Understanding your customer starts with looking beyond the product or service they need. You also need to understand what they are trying to accomplish.
For example, imagine a machine shop receives an RFQ. The job requires precision grinding.
The shop does not simply need grinding services. It needs a grinding partner that can help it quote the project, complete the work, and win the business.
Grind Lap understands that difference.
The company provides grinding and lapping services. However, its team also works closely with customers during the quoting process. They want to help customers successfully pursue the opportunity.
Damon describes it this way: “We’re trying to help that customer be successful so that we can be successful if they are.”
That is a powerful shift.
Therefore, look beyond the immediate transaction. Ask what your customer needs to accomplish after buying from you.
Their goal may reveal a much bigger opportunity for you to help.
How Can Soulmate Customer Goals Shape Your Content?
Soulmate Customer Goals can guide the content you create. Answer the questions customers ask while they search, compare options, and make decisions.
Today, those searches happen everywhere.
Your Soulmate Customer may turn to Google. They might search LinkedIn. Increasingly, they may ask ChatGPT or another AI tool for help.
That creates an opportunity to become a fierce educator.
As Curt Anderson asks, “How do you unapologetically outteach the competition? How do you become a fierce educator?”
Start by mapping the Soulmate Success Path.
What triggers the customer’s search? Also, what problem are they facing? What questions will they ask? How are they feeling? What information would help them move forward?
Next, create useful content around those questions.
You might create buyer guides, videos, FAQs, checklists, case studies, application examples, or technical articles.
Most importantly, make the content useful.
Damon explains, “If you are the one that is helping your customers better understand the industry, the processes, [and] how to do business with you, you are going to be a more natural choice for them.”
Teach first. Build trust. Then help your Soulmate Customer take the next step.
How Can You Make the Soulmate Success Path Easier?
The best customer experience removes friction. Make it easier for your Soulmate Customer to find answers and take action.
Falconer Electronics provides a great example.
A customer looking for a custom ground strap may have several questions. What length do they need? Another question is which terminals they should choose. What specifications matter?
Instead of forcing that person through a long process, Falconer offers an online ground strap configurator.
Customers can build the product they need directly on the website.
That helps buyers during the exploration and evaluation stages. More importantly, it makes the next step easier.
Damon explains the benefit: “Getting into the minds of your customer allows you to create those unique solutions that really connect with the people that you want to be buying from.”
Manufacturers can apply the same idea in many ways.
Your solution might be a configurator. However, it could also be an RFQ checklist, calculator, buyer guide, video, or FAQ page.
The tool itself is not the point.
Helping your Soulmate Customer move toward success is the point.
Put Your Soulmate Customer’s Success First
Soulmate Customer Goals give manufacturers a better way to think about marketing and customer experience. Understand what your customer wants to achieve, then help them get there.
Start with their challenges. Map their questions. Understand how they search for answers.
Then become the educator who provides those answers.
Finally, remove friction from their path.
As Curt explains, when you look ahead with your customer, you can help cover their blind spots. You become more than another vendor.
You become a partner committed to their success.
That is the heart of the Soulmate Success Path.
And when your Soulmate Customer wins, you create a powerful opportunity to win together.
Get your FREE Digital Game Plan and put your strengths to work.
If you found this information valuable, check out some of our other blogs.
Learn more about AI Digital Marketing Strategies.
B2Btail – Helping Awesome Companies with Digital Sales Growth Solutions
You Have Only One Chance to Make an Outstanding First Webpression https://b2btail.com/webpression/
Stop Being the Best Kept Secret: Manufacturing eCommerce Strategies
Follow B2Btail on YouTube, Reddit, and LinkedIn.
Curt on LinkedIn
Damon on LinkedIn
Watch the entire conversation about digital marketing strategies.