Financial Data
Updated 26 Feb 2020

3 Techniques to turn the consumer into your customer

Creating and promoting an outstanding product or service isn't always enough. Discerning customers want you to go the extra mile. Here’s why. 

Diana Albertyn, 07 June 2017  Share  0 comments  Print

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Recent studies show that for a consumer to choose your business over another, they want to know more than just product and pricing information, but also information like reviews, photos, testimonials and videos.

Make sure your online pages, especially your social media pages, show both the primary and secondary information consumers are interested in, to convert them to a customer. It’s simple things such as this that can help your business grow and thrive.

Related: Thousands complain to Consumer Goods Ombud


“People buy from people that they like and can relate to,” says sales trainer Adrian Miller. "When business owners overlook the importance of that personal connection, they run the risk of losing the prospect to someone else.” Take the time to create a relationship and help the prospect buy something rather than trying to simply sell to them.

1. Happy customers attract new customers 

Happy -customers

‘How likely are you to recommend this product to a friend or family member?’ is an important question because word of mouth is a powerful marketing tool. A positive review means a potential customer knows what to expect and isn’t blindly trusting your claims of product excellence. 

The importance of reviews, testimonials and recommendations is something companies like Verimark are well-aware of – and you should be too.

“Ask existing customers for testimonials and be constantly aware of what people are saying about your business,” suggests the Franchising Association of South Africa (FASA). “Include photos and videos on your online pages, and encourage consumers to share photos when they buy products they like.”

2. What you see is what you get 

Videos and animations are more likely to get a response than still images and the same old ‘ad words’ everyone else is using. This is because visual stimulation either attracts or repels potential clientele. So when you use it, it better be good. 

“We’re in an age of storytelling. Where customers want to know not only what you did, but how you did it, why you did it, and who helped you do it. They want the story. Why not tell that story through video?” asks writer, content marketer and social media strategist, Lisa Barone.

There’s a difference in seeing the power of video and truly using video to push your brand further and make it more connected, she notes.

Related: Retailers and the consumer services and goods ombud

3. Brand recognition sells

Do you have a familiar logo or slogan that anyone, anywhere can recognise? 

In today’s media-saturated environment, consumers receive thousands of advertising messages – between 3000 and 5000 advertisements each day, to be exact. TV and print advertising to social media and blogs bombard consumers with information about products and services around the clock.

“Developing an effective advertising slogan helps companies cut through the chatter and get consumer attention quickly,” says Chron’s Kristen Hamlin. 

A punchy slogan cuts through the clutter that a paragraph-long explanation of your product provides. It’s also more memorable in the customers’ minds. 

Discerning consumers are looking for more than good value and the loudest advertising campaign. They’re looking for other satisfied customers’ opinions, engaging content and most importantly, a striking reason why they should shop with you – again and again. 


  • Use testimonials and reviews to promote your company’s superb products and service
  • Show people what you do, how you do it and why they should be part of it/experience it
  • Put thought into a memorable slogan that will spur consumers to become your customers.
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About the author

Diana Albertyn

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