Knowing who is your ideal target customer focuses all your energies on higher probability prospects and also has the added benefit of optimizing your messaging to that audience.
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From the category archives:
EBooks
Introducing ebook: Know Thy Customer
February 9, 2010
The Starting Block
February 8, 2010
Your understanding of your target customer will influence your marketing and the direct sales communication you have with them and the way you interact and serve them.
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Know Thy Strengths – Part 2
February 5, 2010
Access challenges run both ways: smaller companies face challenges selling to bigger ones, but oftentimes, bigger players can’t get small enough to sell to smaller companies or individual buyers.
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Know Thy Strengths – Part 1
February 3, 2010
Experience with a customer allows you to move quickly and with stronger results – because you really do “get it”. What type of company do we have experience working with? Do you have a history of serving the customer category or type that you’re targeting? For example, networking equipment giant, Cisco, decided to sell their products to smaller businesses. They were used to dealing with some of the world’s largest businesses, with limited history of selling to the new target audience.
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Know Thy Real and Best Customer
February 1, 2010
Determine who your real and best customer is, because they are not necessarily the same thing.
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Know When to Switch Gears
January 28, 2010
Whether you developed your product with a specific customer need in mind, or happened upon a product and want to sell it to someone, you have to start by knowing your customer. Before the Internet boom, I assembled a group of friends and raised angel capital to start a company to develop a commodity chemical trading system, based on the notion that a hundred pounds of a specific chemical powder was the same as any other hundred pounds of the same chemical powder. It would be a trading system for chemicals – a brilliant idea – or so it seemed.
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Know Thy Customer’s Requirements
January 26, 2010
Sometimes, the development of a new product doesn’t start with a specific problem.
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Know Thy Customer’s Internal Motivations – Part 2
January 25, 2010
So I called and left voicemails – even sent faxes – urgently communicating, “let us help you figure out how our services can work for you. We can make this work.”
I had a week left before the renewal deadline. I called early mornings and late nights in hopes that I would get Lisa on the line. One early morning, a day before the due date, she finally picks up. “Is this about the renewal?” she asks nonchalantly. “What do we need to do for it?”
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