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Who_Are_Your_Most_Likely_Customers_And_What_Do_You_Know_About_Them
| Who Are Your Most Likely Customers And What Do You Know About Them?
You'll notice I've used the words "most likely" in the above
question. Why didn't I just ask who are your customers?
That would have been too easy. Effective research is all about
asking the right questions. If I'd just asked who's your
customer, you might have been tempted to answer "Well, I suppose
everyone who pays me is a customer." Yes you're right, but I
already knew the answer to that.
When you think about it, a "good business consultant" is not one
who has all the right answers. I believe it's the opposite. A
"good business consultant" is the one who knows all the right
questions to ask.
>From experience I've found that if you ask the right questions,
the answers will eventually become obvious. I've also discovered
that many owners of small businesses know the right answers,
it's just that they've never asked themselves the right
questions.
That's why I reworded the question to ask -who are your "most
likely" customers? To answer that accurately you will have to
really think about it. When you do, you'll soon conclude that
your "most likely" customers are different from "Joe Public"
(the general population).
How then are your "most likely" customers different from the
general population?
The main reason is that no two businesses are exactly the same,
so each business has the potential to attract different people.
Your product or service may have specific features or customer
benefits. There could be a difference in pricing, the level of
service you offer, quality standards, presentation,
distribution, brand image, guarantees etc.
With this in mind it is fair to assume that your "most likely"
customers, are different from the general population. Your
customers may be different from the customers that your
competitors have.
If you can identify how they are different, then it will be much
easier (and more cost efficient), to reach them. You'll be able
to target these prospects in a way that makes them "sit up and
listen."
If you can find out what makes your customers different from the
rest, then you'll save yourself a lot of money and effort
chasing after the wrong people.
About the author:
Noel Peebles noel@marketleadersltd.com The Quick And Easy Ways
To Get Better Results From Your Advertising...Increase Your
Sales At Higher Profit Margins Than You've Ever Done Before.
FREE newsletter. FREE ebook. http://www.betterbizprofits.com
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