If you could grow your business simply by marketing to your existing clients and raking in more referrals, making money would be a cakewalk. But to generate new revenue, you have to win over the customers and clients you’re not getting, but could be. Now, more than ever, it’s important to reach new prospects in different ways to grow your business. For the craft beer industry, you know how important it is to form a connection with your clients and prospects in order to earn their business. But how do you form a connection with someone who is completely different from you? Whether it’s gender, age, life stage, race, ethnicity or even communication preferences, you need to be able to break through barriers to connect in a meaningful way, build trust and differentiate yourself from your competition. People spend money on what they care about. Show your customers and prospects how you fit into what they need and what they value, and they’ll show you the money. By recognizing people’s differences and tailoring your product, message or marketing efforts to reflect their values, you‘ll get the business.  Understanding your customers’ values is how you will reach new customers’ hearts, minds, and, ultimately, their wallets. Using consumer insights and real-world examples from other successful companies, “How to Market to People Not Like You” shows you how to create a deep, values-based connection between you and your clients and prospects.

Learning Objectives:

• Five low-cost / no cost things you can do right now to grow your business with new customers and increase customer satisfaction and retention
• The do’s and don’ts of marketing to different customer segments and their values
• The major macro trends that affect your business – and all of us – and how to leverage them for your company’s growth
• How to communicate in a relevant manner to stand out from your competition