To Succeed In Business, Know Your Customer

Achieve your goalsThe customer is king and having a good relationship with him/her is important to the survival of your business, especially in this digital age where their every grievance can be magnified and spread to other potential customers. Every relationship needs an understanding of wants, needs, expectations etc of the people involved to thrive. If you want a great relationship with customers, you need to know and understand them well. It enables you better connect with and serve them. This results in  happy customers who return, and also refer others to you.

Companies that understand their customers and use that knowledge to their advantage produce better products/services that meet the customers’ needs. They offer products/services at the right locations, at the right price and are better able to persuade customers to buy from them. To understand your customers, the first thing you need to do is identify who they are. Who is your target customer? It’s not and can’t be everyone. Your target customers are the specific people/businesses you would like to do or should be doing business with. Read more about identifying your target/ideal customers  here.

With the knowledge of your target customers in mind, now ask yourself these questions;

  • What are their biggest concerns, needs and interests? Find out what matters to them and serve the way they prefer.
  • Who influences them? Influencers can be used to reach your  customers and convince them to do business with you.
  • What do they think about me?  You are more likely to gain repeat business if they like you and enjoy doing business with you.
  • What motivates them to buy from me? If you know why, you can match it to the benefits your business can offer.
  • What do they expect from my product/service? This is important because if it doesn’t meet their expectations, they won’t return to do business with you. If your customers for example expect your teeth whitening product to whiten their teeth and it doesn’t, they will switch products.
  • When do they buy? This helps because your chance of success increases when you approach customers when they want to buy or can afford your product/service.
  • How do they buy? Is it online or through a physical store? Also find out the process they use to make decisions. Is it through online research, advertising or word of mouth?
  • What value do i offer them which my competitors do not? Is it fast same day delivery, different flavors or better rates?
  • What do they think about my competitors?  Look for areas of complaint and strengthen your business in those areas. If  customers prefer your competitors to you, find out why and then quickly do something about it.

To answer these questions, you have to research, not just asking them about product/service features but by observing and empathizing with them. This is because customers rarely know about your products/services as well as you think they do. They may not be able to articulate their desires to you or simply not know what they want exactly. So it’s better to observe along with asking them. Then based on the observations, you will get insights into answering the questions.

Remember your customer is a partner who helps you meet your business goals. So it pays to focus, give value and build a great relationship with them.

Comments are welcome.

Emem Ita

Emem Ita

Hello, my name is Emem. I'm a marketing & social media strategist with a flair for reading, research, pretty shoes and luscious cake.

Learn how to turn your knowledge & expertise into income by building online influence. Interested? Simply send an SMS now with your name & email to 08061683126
Emem Ita
About Emem Ita

Hello, my name is Emem. I'm a marketing & social media strategist with a flair for reading, research, pretty shoes and luscious cake.

Learn how to turn your knowledge & expertise into income by building online influence. Interested? Simply send an SMS now with your name & email to 08061683126

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