Finding Your Customer in all the Noise: Four Questions

I was in Pavilion’s Exclusive Books Cafe recently (before it suddenly and unceremoniously closed down).

I found myself looking out into the very busy passageway watching what seemed like hundreds of people walking, sauntering or rushing past. Some were alone, some in a group, others were with family or a special friend. Some were very aware of their surroundings and their companions, others had little interest in either. For some the journey was special, for others only the destination seemed to matter.

But within this crowd of people with vastly different programmes, motives and destinations are your customers and mine – people who will buy our products or pay for our services. Our job is to find them in the mass of people who pass by us every day, either physically or in the virtual world. Not only find them but determine within that mob who we should ignore and who we should engage, how we should approach them and how our business will answer their questions and satisfy their needs.

How do we find and engage with our potential customers?

We believe we have an exceptional product or service (who wouldn’t want to be trained by Simply Communicate?) but does anyone else know?

Here are some questions to get you thinking:

  • What can you say about your business or service in 60 seconds? In less than 100 words?
  • How will you say it? Will you use social media? A sandwich board? A blog?
  • Who will you say it to? Do you have a ‘typical’ customer? What does he or she look like?
  • Where will you say it? Where do your customers or potential customers hang out? Is there a network, a group, an online space where your potential customers gather?

Existing customers are our best and most effective channel of communication. The chances are good that your customers are in touch with more like-minded people among the crowds that pass your door. And the message they pass on will be more effective than the most expensive advertising campaign. How can you encourage them to tell others about you?

Who will you speak to this week?

Ian Webster

From Methodist minister to Customer Relations manager in a computer bureau to HR Manager in a newspaper printing and publishing company. Now focussing on training and developing people and HR & people-management consulting.

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