As seen on TV... Part 4

This week: Customer Focus

You must understand who your customers are, and what they want. If you don't know who they are, you will never be able to find them.

This week on Mary Queen of Shop we met a couple who were stuck somewhere on the early 70's, and their interiors shop had the stock to match. But not 'good' 70's interiors - stuff that defies description. Needless to say, they were shoveling their pensions and savings into a bottomless pit. And then along came Mary...

Their problem was that they didn't know who they were selling to. The customer they were targeting didn't exist (which was obviously why they weren't selling anything). Once again, with the help of a team of experts, Mary was able to point out the error of their ways, and turn it into a viable business, with a healthy customer base.

But it's not just out-dated interiors shops that lose sight of who their customer is. Lots of businesses experience the same problem, and you can (usually) put them in one of two groups:
1/ New businesses eager for customers
2/ Established businesses that have, over time, forgotten who their customers are.

New business
Every new business needs new customers, so they often try to sell to everybody. But the problem is, not everybody needs, or wants, their product or service. And because their message is too broad, to try and attract everybody, it isn't actually relevant to anybody. So nobody buys.

Established business
An established business has established customers that buys an established range or products or services. The problem arises when business becomes too focused on the product or service that they offer, and forget to focus on the customer. As needs of the customers move on (this could be driven by technology, culture, behaviour etc.), the company finds they have a dwindling pool of customers, and a declining turnover.

Identify who your customers are, and build a brand that will attract them to you. A brand that is relevant to their current needs, and anticipates their future needs. (It's an extreme example, but think of Apple). When you do this, not only will you bring in new customers, but you will also retain the loyalty of your existing ones.

If you'd like to have a chat about developing the customer-focus of your business, email jonathan@alderandalder.co.uk or call 01392 248107.