Episode 18: Collecting Big Data On Clients
I was reading this article on a magazine that talks about how big data is running the world. I don’t know if you know this but big companies such as Google, Amazon, eBay, Facebook collect data from you every time you visit their websites. From the things you buy, what you click on, and associate items you’re going to buy. More importantly, they are collecting data such as your age, where you are located, your demographics. They want to know everything about you. They want to know your buying decisions. Big companies basically figure all these out and use these data to kind of streamline your buying positions. But most importantly, actually give you advertising that is most relevant to you.
Now, some of you might say that “I don’t like that”, but unfortunately that’s the way of the world. If you remember from Minority Report, Tom Cruise makes a decision on buying something and the next time he goes looking for something on the website, all these ads are popping out. That’s actually the way of the future. I think we can learn a lot from them. We don’t have that big data ability nor do we have the money to make those buying decisions but I think we can learn some key lessons in terms of practice.
What you need to learn are the following:
You need to KNOW your customers. You need to know where they’re coming from, what jobs they have, what is their gender, how many kids they have, what kind of cars they drive and what do they like or hate, what are their fears and wants. If you know your clients well, I think you can serve them better. You can actually understand. See, not every single client of yours is exactly the same. But you can take some of your clients and put them into categories because certain people like certain things. They like to talk about certain things and that would help you deal with them and relate to them on a regular basis.
Some people like to buy certain ways, some people like to have a faster appointment. Some people like a slower appointment. If you know that type of data and you have that in the back of your mind exactly what profile these clients fit into, you’re going to be able to better serve them and better match their needs.
Let’s talk about finding a topic to present to them. There is no point talking about children and pregnancy when you’re in the middle of the city and most of your clienteles are mostly males who work in the corporate industry. Some maybe interested but most of them probably are not. But if you talk about finance and stress, that might be a topic that could get their attention.
So you understanding and knowing your clients, you’ll be better prepared to serve them in your practice.
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