Vasco Eiriz

Pequenos negócios 46
CONQUISTAR CLIENTES À CONCORRÊNCIA

In determining your list of research priorities, studying what it takes to attract customers from competitors should come when you have shored up your relationship with current customers. That isn't to suggest that attracting competitors' customers is unimportant. Rather, there is no point in spending advertising or promotion budgets or sales-force efforts to lure your competitors' customers only quickly to lose them. Once you have done your homework and determined that your products or services address the needs of your current customers, you can begin to think about research to attract new customers. In seeking to attract your competitors' customers, the same kinds of research studies that you'd use when studying your own customers apply. Here, though, your target respondents will include your competitors' customers and so will provide intelligence regarding your competitors' strengths and weaknesses. Such a research will become a road map to the kinds of strategies that would be effective for determining which competitors are the most vulnerable and the messages that would be most compelling in convincing a competitor's customers to switch to you.

Fonte: Kaden, Robert J. (2006). "Guerrilla Marketing Research, Marketing Research Techniques That Can Help Any Business Make More Money". London and Philadelphia: Kogan Page, p. 41.