Understand who your customers are
The more you understand about who your potential customers are, the easier it will be reach them, turning their interest into a sale. To understand who your potentials customers are, develop a list of customer attributes. These customer attributes should take into account:
If your offering is new the market, you’ll need to speculate who is most likely going to use your product or service. Talk with prospects or request them to complete a customer survey to learn more about who they are and what their interests may be. Ask those who purchased your product what the compelling reason was for their purchase. With a list of attributes in hand, you’ll be able to develop a customer profile or persona that you can use to create your marketing strategy for extending your reach.
Types of customer attributes
- Product or service offering
- Product life cycle
- Location or address
- Lease, rent or own property
- Operations are geographically dispersed
- Culture: flat vs. multi-level, regional headquarters versus colonization approach, decision making process
- Single or multiple regions served
- Number of products and/or product lines
- Number of target markets served
- Legal status: Corporation, sole proprietor, limited liability company or partnership, nonprofit, or government entity
- Private or public organization
- Revenue: Amount, profitable or not
- Customers: Number, locations, type, size, etc.
- Purchasing habits
- Supplier, partner relationships, and their respective qualifications
- Organization needs – HR, Finance, Marketing, Legal, Operations, C-Level support, Supply Chain, Technology, etc.
- Budget – amount on a monthly, quarterly, and annual basis; approval process
Consumer (or End User)
- Household or median income
- Location: Business/home address, services nearby, etc.
- Employer: Nonprofit vs. profit, size or number of employees, etc.
- Occupation and title
- Commute or telecommute
- Social/Athletic/Religious/Political organizations associated with or supported
- Education level – doctorate, graduate, college, high school degrees
Lifestyle or Life Cycle Traits
- Age factors/stages: Child, teen, young adult, mid-life, menopause, retirement; parent/ child-less; relationship stage – dating, marriage, widow or widower
- Family focus: Children – ages, sex, schools – public/private, size, demographics of student body, academic/extracurricular activities focused; older parents to take care of; penchant for gatherings
- Political beliefs/activism: Civic rights, environment, international politics, terrorism, war, poverty, energy
- Sports interest: Soccer, baseball, football, volleyball, etc.; youth or adult; professional or volunteer
- Religious beliefs/activism
- Personality traits: Open/closed to new ideas, positive/negative outlook, values privacy, compulsive, analytical, risk adverse, sexual orientation, etc.
- Life changes: Child birth/adoption, child leaving the ‘nest,’ death, terminal illness/diagnosis, home purchase/major remodel; behavior change – overcoming addiction, opening a new business, etc.
- Health condition and perceptions: Exercise, diet, medical needs, pharmaceuticals, sports, etc.
- Education level: High school graduate, college, degree(s), etc.
- Professional/work life experience: Number of years, industry, type of work
- Web usage: Research, online banking/payment processing, games, social networking, website preferences, surveys, work related activities, design, photography, preferred browser, email preference (html or text), etc.
- Mobile usage: Call, messaging, online research, games, etc.
- Financial security: Insurance needs – home, auto, life, etc.; savings, investments, perceptions regarding risks, etc.
- Purchasing habits: Online or offline, preference for where and when, etc.
- Product preferences: Key features and benefits
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