WHO IS YOUR TARGET CUSTOMER?

Before even thinking about selling your product or service you need to define who your customer is and understand them.

This may sound obvious, but it is crucial to every aspect of business development, whether you are a start-up business or an established one looking to generate new market opportunities.

Although it sounds counter-intuitive, you do not want to sell to everyone, the only result of that would be that you spread yourself too thinly across the ground and struggle for each bit of business you generate, then focus on where your next sale is coming from.

By focusing on reaching the right customer, you become more time efficient and build a better business over the long-term as you are reaching more profitable and valuable business.

So – how do you identity and attract the perfect customer?

Sadly this is where so many businesses fall down mainly because it takes time and effort, we call this stage ‘research’..

Research can be conducted in a variety of ways from using market data, industry analysis, demographic information, trade knowledge and competitor positioning, all to identify who is buying what you’re selling.

The key to focusing your research is looking for common characteristics in your key customers, this will create a clear strategy and vision that you can take advantage of in your activities, but be sure that the target market is big enough for you to achieve enough sales to position your business in.

Once you have identified as much information as possible about your target market, this is the time to ask yourself and other associates within the business what and why you sell what you do.

What problems and issues does your customer face and why would they buy your product or service in the first instance, is it a luxury purchase (want) or a necessity (need) and how can you resolve these issues for them?

This simple exercise will help you structure your sales offering and provide a focused approach in your marketing activities, ensuring it appeals to your most valuable and profitable customers.

* Brighter Directions are a specialist full Marketing agency based in Chesterfield and Nottingham working with a wide range of sectors throughout the UK and Internationally, with expertise to manage the whole marketing solution for clients on an outsourced basis, including Marketing support, PR Media, Social Media Marketing, Email Marketing & Telesales campaigns by a professional and dedicated team. Call 01246 252855

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