Small Business Advice: Know Your Customers Before Everything Else

If you plan to start a business do you know exactly who your customers will be? If you already have a small business do you have enough knowledge about your customers?

You communicate with them on an everyday basis. You need to know them? But, is it enough to succeed with your small business?

Why You Need to Know Your Customers

Sometimes you need to have knowledge about their problems connected with your business solutions. But, sometimes you will need to know something about them that’s not in correlation with your business.

You need to know where they are if you want to start a conversation with them. But, also you will need to know what they want to talk about in this conversation.

Today’s markets contain your potential customers with their very different needs, desires, problems, emotions, dreams… Today your potential customers are more powerful than you may think or imagine that they are. They have big freedom to choose what they will do and with whom they will do what they want to do.

You need to have knowledge as much as possible about them if you want to try to sell them. We are living in a world where the average person is bombarded with too much information in one specific moment. 99% of that information will be ignored from your potential customers. How you can expect to sell them, if your information doesn’t reach their brain? If you know more about them, you will have much more potential to pass their gatekeepers in their brain.

Questions You Need to Answer to Gain Knowledge About Your Customers

Here are the basic questions that you need to answer in the process of acquiring knowledge about your customers:

  • Who are your customers really?
  • Where are they are and when they are there?
  • What they are doing where they are?
  • What about their families?
  • Who are their friends?
  • What they really want?
  • What are their biggest problems?
  • What are their biggest desires?
  • Where, when and what they are dreaming?
  • What are their biggest frustrations?
  • What is the language that they use in communication with others?
  • What means of communication they are using?
  • How much time they spend on different places where you want to meet them?
  • How are they spending their time there?

Look at these questions and finds the right answers. You need to know that for different customers, there will be different answers. These answers will lead you to create different segments that are different from the traditional marketing segmentation from the books. Using this way, you will have more segments and much more ways of communication that you will need to employ for them. That’s our today’s reality. You can’t escape from it. If you try to escape you will lose.

Posted by Dragan Sutevski

Dragan Sutevski is a founder and CEO of Sutevski Consulting, creating business excellence through innovative thinking. Get more from Dragan on Twitter. Contact Dragan