It isn’t enough to know who your customer is; you need to know who
you want your customer to be. As a business owner, you determine, for
the most part, your customer base. You decide what demographic you want
to attract, to sell to, to have patronize your establishment. It is an
important fact that many business owners overlook. They go about it
backwards, thinking about their product or service and how the customer
can use it instead of thinking about their customer and how they can
tailor their product or service to address that customer’s needs.
I liked what the article said about finding an identity. You need to,
as a business, find out who you are and work that to the best of your
ability. As they said, you can’t always be something for everyone. No
matter the size of the company or the vast amount of products or
services they offer, it cannot offer something for everyone. Even large
companies with vast and varied products will find at least a few sects
of the population that will not be interested in what they have to
offer. As a small business owner, you need to know who you are.
Now, that does not mean that you must limit your company to just one
demographic. No, if your product or service appeals to housewives as
well as business men, more power to you! Pursue those groups with all
the gusto you can manage. But make sure that you are targeting your
marketing efforts to those groups and not just throwing random efforts
to the wind to see what gets a response. Know who you are selling to and
who you want to draw in – but don’t lose your creativity.
There is nothing wrong with thinking outside of the box. If there is a niche that you think may work, go for it. Just don’t pin all
your hopes on a long shot. Keep your set customer base demographic
happy and keep marketing to them as well. It will help you build a rock
solid business.
Specializing in LED, Electroluminescent and Laser Lighting Technologies
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