The customer is not always right. There are plenty of times when they are wrong, or you don’t want them to be. This is the story of how a company came up with an innovative solution for this problem.
Not Everybody is Your Customer is a quizlet that discusses the importance of understanding who your customer actually is.
It’s difficult to write about, and it’s much more difficult for company owners to accept. It seems to be quite negative. Even yet, it seems that we all need a new reminder. “I don’t know the key to success, but I do know the secret to failure is attempting to satisfy everyone,” says one of my favorite quotes.
This wonderfully reminds me of the importance of understanding…
- You need clients. Customers are the most important aspect of starting a company, if not the most important one. It all begins with a single client.
- Who is your ideal client? In depth. Not simply generalities and demographics, not even psychographics, but who is this person, what motivates her, what does she really desire from you, what does she want to read, eat, and watch? Who does he live with and where does he reside? What kind of car does he have?
- Who isn’t a client of yours? Who isn’t your client is sometimes the key to success.
I recently participated in a panel discussion with a customer service specialist. Someone exasperatedly remarked, “But how can a firm remain in business like that?” after she had dazzled us with tales of Nordstrom store employees replacing clients’ tires and accepting as returns items that Nordstrom had never stocked. What is their source of income? “Who pays for all of this?” says the narrator.
“Yes, that is the question, isn’t it… and listen attention, because this is the most essential thing I’ll say all night… you have to realize that not everyone is a customer,” the expert added after a well placed pause.
In his book Duct Tape Marketing, John Jantsch suggests that you start by creating a profile of your ideal client. Concentrate on one individual for a time, whether he or she is a direct client or the decision-maker for a corporate customer. Give that person’s age, gender, income level, likes, dislikes, favorite movies, music, publications, and restaurants, as well as their age, gender, and income level. Are you familiar with that individual?
If you’ve been in business for a while, you’re probably familiar with that client. Perhaps it’s a mash-up of numerous actual clients.
The car business provides a good illustration of understanding who is and isn’t your client. Anyone above the age of 16 with a valid driver’s license might theoretically be deemed a target client. However, if you take the time to examine the advertisements for various cars, you’ll see that the marketing efforts are tailored to certain target audiences.
The Lincoln Town Car, for example, communicates directly to the well-heeled customer with its rich, deep, saturated colors, emphasis on high-quality features and sophisticated accessories, calm and quiet voice, and feeling of genteel conviviality. On the other hand, an 800 horsepower, street-legal hot-rod TV commercial with spinning tires, clouds of smoke, screaming engine, and 150 pictures per minute visual stimulation is designed just for the hyperactive, quadruple-shot-enhanced-caffeine-energy-drink-quaffing youth.
Other industries divide their target markets into segments. Some restaurants cater to those in a hurry, those on a budget, those seeking a romantic rendezvous, and those who appreciate and seek out the culinary masters’ creations. Every successful restaurant has carefully identified who their target clients are and who they are not, and then tailors their marketing efforts to meet their needs.
Both Whole Meals Market and PC Market of Choice are grocery shops that specialize on organic prepared foods and organic fruits and vegetables produced locally. Their target market consumers are willing to pay more on groceries in order to get the advantages of eating healthier meals. Safeway, Kroger, and Publix, on the other hand, specialize on national brands and cater to a distinct, typically budget-conscious demographic.
A fast-food business understands that the reasonably well-off baby boomer empty nesters aren’t its target market. On the whole. The sushi restaurant is aware that the construction worker eating at the Texas barbecue drive-through is not one of its customers.
Take, for example, Jolt cola. There’s twice as much sugar as there is caffeine. How essential is it to know someone isn’t a customer?
If you’re running a blog as a company, you’ll need a focus. People are uninterested in your inner turmoil, yet there are specialized niche sectors aplenty. Volkswagen maintenance from the past. Arrangement of dried flowers It’s preferable if you cut it as thin as possible. Sure, some broad blogs are effective, but they were created years before you. Nowadays, you must concentrate.
It is critical that you understand your consumers and do thorough market research.
Consider the following question: Who is my customer? Who isn’t a client of mine? Then concentrate your marketing efforts on reaching your target consumers as efficiently as possible.
–Includes upandrunning.entrepreneur.com excerpts as well as Plan-As-You-Go Business Planning.
The customer relations is a term that has been used to describe the process of building relationships with your customers. However, some companies are not treating their customers as well as they should be.
- if everyone is your customer then no one is your customer
- client vs customer
- customer service experience
- customer centric