Identifying And Reaching Your Customers
Satisfied customers who keep buying your product or using your services are the lifeblood of your business. Some key questions to ask are:
Who are my customers?
- How do you know what customers value in your product or service now and in future?
- Are you sure your customers are satisfied?
- How do you help your customers and deal with their concerns and complaints?
- Are you doing enough to maintain your customer relationships?
- Do you know if you are gaining or losing market share?
Information is key to understanding what will attract customers to your business and the best information will come from your potential (or current) customers. Be prepared to invest some time, effort and money in identifying and reaching your potential customers.
Use your business planning process and research to help you identify what/who/where your target market is.
Your customers may be in a specific geographical location, part of a particular sector, interested in a particular activity (e.g. adventure tourists), active at a particular time (e.g. seasonal products or services), or have the ability to spend the amount you want to charge for an activity/service.
Reaching your customers can be achieved in a range of ways – like your website – and links to it from other relevant websites, word-of-mouth, and advertising (flyers, brochures, information pamphlets and direct mail, telephone canvassing, exhibitions, sponsoring local events, television/magazine/radio/newspaper advertisements, etc). You must choose your media carefully and direct your promotion at the area you can, or intend to, supply.
Once you have identified and reached your customers, you need to consider what practical steps you will take to keep these customers.
