Have you thought about what you need to do to identify your target market? This is so crucial for any business but something that is often overlooked, especially when starting out.
The one thing that business owners often forget to do is put themselves in the shoes of their target customers. You need to do this on a regular basis. You need to find out if your prospects/customers understand the benefits your product/service offers as well as you do and if your brand message is clear.
There are a number of ways you can do this but one of the best ways is by using a customer feedback survey. Survey Monkey is a FREE online resource that you can use for this purpose.
There are lots of advantages for obtaining feedback, here are a few:
Repeat business. You can’t assume that if you don’t hear from your customers they are happy with you. You need to check this on a regular basis. Happy customers will buy from you again and again.
Loyalty. If your customers never hear from you how will they know you are still in business? If you don’t keep in touch and check that they are happy you will find they will defect to the first person who comes along. You need to keep in touch and by gaining their feedback this is a great way.
Reputation. It is really important that your customers let you know how they feel about your product/service before they tell their friends. If there are problems it gives you a chance to rectify things and the way they feel about you. If they are happy this becomes a great testimonial for you which you could ask to use, if they are happy to give their permission, and it also lets you know that this is the message they are passing on to their friends.
Referrals. You don’t want a customer to have any reason not to recommend you or your service wholeheartedly. This is why is it is really important to check regularly that they don’t have any issues/problems. Remember, word of mouth referrals bring new customers into your business for FREE and the more referrals you get the more your business benefits.
Morale. If a customer praises your product/service, this is a huge morale boost and will give you, and also any staff who work for you, masses of confidence that your business is on the right track. It also gives peace of mind that your customer will be loyal to you over the coming years and will refer you often.
By seeking feedback you will see the product/service you provide through new eyes which will enable you to spot potential weaknesses, areas of misunderstanding and possibly things that your prospects/customers may object to, find difficult to use or simply not like.
Once you have this information to hand you can then set to work and hone your marketing message specifically to fit the needs of the people you are attempting to market to, which should result in an upturn in future sales. Taking this course of action also arms you with the information in order to enhance your 60s pitch, marketing messages/campaigns and working practices so that they will fully cover the needs of the people ideally suited to buy from you.
If identifying your target market is something you have not put in place for your business then make sure you do, as soon as possible. You will be encouraged by the huge impact it has on your business.
Until next time
Nicky Claydon @NickyClaydon