Understand Your Market! – Do You Really Know Who You’re Selling To?

You know, I’ve come across quite a few folks who really believed they knew their customers. Turns out this was far from true. It was actually rather funny, as surveys have shown.

Let me ask you, when was the last time you surveyed your customers? I mean it doesn’t have to be an entire census packet or anything large, but a couple questions to give you golden information.

I will let you know that this is the single most important part of selling your services to prospective customers. Without a firm understanding of WHO you are selling to, how can you run a successful business? Knowing the answer to a few simple questions can determine the difference between bankruptcy and millions.

I mean it doesn’t hurt to ask right? How far do you travel? Where are you from? How do you like the service? All these can really help you give more value to your current, past and future customers. Make it your business to get all the demographic information in your hands.

Let’s say you are carpet cleaner sending direct mail to local homes in town, but realized that you weren’t getting any ROI(Return On Investment). You have got to test to see why, maybe you have bad addresses. Maybe they just aren’t your ideal clients. You never know.

So when we realize that you have lost a lot of money sending mail to these local homes, we decide to take a stroll around town to see where you are sending the mail, only to be astonished. Claiming to know your market, you would think these home owners were nice well off families.

There were no doubts that they were nice families that owned homes, but we saw the truth. They were indeed nice, but these individuals enjoyed sitting on the porch drinking beers with children running around in their underwear. Shirts half ripped, with no socks playing stick ball.

These are nice families, but I doubt they will be paying for a good carpet cleaner anytime soon.

If you ask the right questions, you can certainly give them what they want. There is money being left on the table if you are not capturing this info. If you are one of these business owners, than I suggest get started right now. Find out what they want, where they come from, where they hang out, what music they listen to, anything you can. Once you have this information, there is no doubt you can picture your IDEAL customer and sell to THAT PERSON with extreme success.

Until next time,

David R.

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