WHO ARE YOUR CUSTOMERS?

We laugh at the compliment that someone could "even sell
ice in Alaska", but in fact, that is rarely true. No
matter how good the ice, in some markets, it's a tough
sell.
In their enthusiasm, entrepreneurs often fail to ask hard
questions about who is going to buy their products, and
whether there are enough customers willing to buy at a
reasonable profit.
Some great products are simply no longer in demand. Buggy
whips and horse blankets come to mind. Other products are
highly prized, but are out of reach for most people -
luxury yachts and private aircraft might be examples.
As a Psychologist, I know how this impacts some of my
colleagues. No one questions that most therapists are
superbly trained, and that many people could benefit from
their skills. The problem is price, availability and
perception of value.
In a society where "talk is cheap", and there continues to
be a bias against counseling, many therapists cannot fill
their practices and making a living. Both the therapists,
and our society, suffer as a result, but from a business
standpoint, the problem is clear.
Not enough customers value the service highly enough to buy
it. Period.
As a business owner or manager, here are four questions you
should ask at least once a year, or every time you review
your business strategies:
1. Who, exactly, are my primary customers?
2. Where are they and how can I reach them?
3. Do they understand and need the benefits I provide?
4. Are there enough of them and will they buy at a price
that permits a profit?
Unless you can answer these questions, the best products
and services in the world will not be enough to make your
business successful. Focus on the customer!