If you are in waste management you know very well that the quantity of waste produced is a result of the growth of the world population.
Unfortunately for your plant nothing changed in the past 10 years, in terms of volumes collected. Also if the world achieved a new population’s record.
For that reason today I would offer you a different point of view.
The right mindset for more clients as a waste management business
In fact you need to start to think that citizens are like potential clients. How do you increase your collected quantity? Expanding the customer base. How to do that?
Let me go ahead and you’ll discover a practical solution. I know that you are asking yourself “why does my business need to expand the client base?”
Because, if you don’t expand your client base, the quantity of collected waste would not increase and consequently the turnover would not increase.
If so, the survival of the business would be doubtful.
However, if you are in waste management, “you are sitting on a gold mine”.
How do you use this golden opportunity to serve your customers while expanding your client base?
This has to be done in a very mindful manner; because, waste management influences how a society lives on a daily basis.
Therefore, we have to be very careful when taking steps to expand the client base.
Expanding the Client Base As A Waste Management Business – Practical Guide
Let’s spill the beans now.
First, you should identify who your customer is.
Then, you should identify the differentiating factor of your business.
And then, how can you use the differentiating factor to expand your client base.
Let’s take a look at these steps one by one now.
Clearly Figuring Out “Who Is Your Customer”
When you identify your ideal customer, you are able to find out his problems, needs, etc. What will happen if you don’t?
You will lose focus, ultimately wasting your money and resources.
Therefore, it’s essential that you understand the customer journey and attract the right customer with the right approach.
You can always ask your customer about their problems through polls, surveys, etc. In the meantime, you need to analyze data to get clear insights on the solutions you need to provide your customers.
Listening to what the customers say and staying curious are part of the game now.
Also, it’s important to recognise the right channel to reach the customer. Depending on the age range, habits, sociality, work, etc the customer is in, you may have to change your approach as well as the channel you are linking up with the customer. For example, if the customer is young, you may approach via social media; whereas, if he/she is old, you will have to use a channel like postal mail.
Identifying The Differentiating Factor In The Business
“Don’t sell drills, sell holes”.
What your customer is concerned about is the end result.
It’s not the features or the various services you provide, it’s the ultimate outcome of what they do to bring convenience to them.
Your customer wants to see the framed photograph hanging on the wall, not the features of the drill he used.
How are you different from your competitor?
What’s the problem you are solving that your competitor doesn’t?
Is your differentiating factor meeting the customer needs?
These are the questions that you need to ask yourself when identifying the differentiating factor.
Even though there are various ways that you can differentiate, your differentiation will be a failure if you do not meet the customer’s needs and solve his/her problems.
Using Your Differentiation Factor To Expand Your Client Base
It’s important that you focus your solution on the differentiating factor. Sometimes, you may think that you will lose plenty of opportunities when you focus only on one aspect.
It’s not true that it does.
However, in the long run, you will realize having a focus and moving forward will make you use your differentiation factor to expand your client base.
Meaningful differentiation that people can easily articulate goes a long way when you still need to carve out your share of the pie.
The differentiation factor works very well when you use it as a customer-focused value proposition.
A powerful value proposition is a customer-focused solution that demonstrates a company’s knowledge about the customer’s journey or challenge as well as the company’s specific offer to address it, underscored by what differentiates your offer from any other.
Therefore, you can use the above method to identify your differentiation factor, use it and ultimately expand your client base.
Samuele Barrili is the founder of Marketing Interim Managers and Marketing4Waste. After his degree in Toxicological Chemistry focused on Environmental Pollution he started working in the industrial field as a salesman and later as a marketing manager. For over 10 years he worked with the owners of small and big technical companies. Now Samuele is helping waste management companies to create a marketing strategy that saves the planet by increasing their revenue without wasting time.