Getting to Know Your Customers

The Pivotal Companies
Jan 14 · 4 min read

Getting to know your customers is definitely one of the most important things about running a business. Being able to connect with them and form a bond is one of the best ways to create a lasting relationship and returning customers! We all want to run a successful business, so let’s find out how to better connect with our customers together!

Figure out who your target audience is.

The first step is figuring out who your target audience is. If your brand promotes a very specific product, lifestyle, service, etc. that is not necessarily relatable to everyone, you need to first figure out who it does best pertain to and then build your sales approach around that community of like-minded and valued people. Are your target customers middle-aged women, parents with small children, students, people with pets, etc.? This can be found out by researching the types of demographics found within your social media accounts or through market study, focus groups and surveys.

Once you find your target audience, get more specific.

Once you have your target customer - let’s use parents with small children for this example - learn more about which parents with small children you want to target. Do you want to target middle-class, upper class, etc.? What location are you looking to target clients in? Do you need to know their education, marital status, etc.? These are all things to better help you understand exactly which customers you are looking to have and how your brand’s message will resonate best within this group.

Push your customers.

Now that you have a general idea of your prospects, you’ll want to start learning more about them. What are their hobbies? What is their favorite tv show? Favorite books, websites, blogs, or podcasts? These are all great topics to talk about when you first meet someone as they help to form a bond by getting to know one another. Knowing these things can also provide an opportunity for content marketing and your sales approach, by being able to speak to your audience through things that will grab their attention, based on their likes and dislikes. Be sure not to quiz your customers or approach these conversations/strategies in a sales-y manner, but instead a conversational one where you tell them about yourself and then ask simple questions about them.

Once you have a small relationship built, evaluate their perception of your brand.

Digging a little deeper once you have the right potential customers will help you better understand what you need to do in the future of your business model to best resonate with these customers. Ask them their fears or hesitations regarding purchasing your product or enlisting your services. What factors might hold them back from moving forward with a relationship with your brand? If they chose to purchase from someone else, why? Knowing more in depth reasonings from your potential customers will help you understand the face value persona that you and your business might be putting off.

Once you have all of these things set in stone, it’s time to form your business plan to market to this target audience.

There is no shame in going back and adjusting things to better target your audience. No successful business made it without having to make many changes and adjustments along the way. You will also need to make these changes as your business grows, or as things change over time within your industry. Create monthly, quarterly, annually based plans to best target this group of people with your business model, but understand that it does not exist in a vacuum and be prepared for change if and when necessary — be flexible and teachable by your consumers!

Now’s the time — go get them!

Make sure before you begin to communicate with your prospects that you take out anything that will not speak to them specifically. You don’t want to overwhelm your customers with things they will not understand, or information they do not need. Always ensure you understand your customers. Their wants, needs, desires, like and dislikes, etc. to best form your business model around those things. If your digital presence is strictly based on sales and getting the word out about your business, but your community of followers like dogs and food content, you will lose them. Find a way to best approach your newly understood target audience with exactly what is going to drive them to want to learn more and invest in what you have to offer by adhering to those things that bring them positive emotions. By doing so, you will be adding a physiological process to your business plan that makes customers feel heard and appreciated.

Good Luck to You! — The Pivotal Companies

The Pivotal Companies

Written by

the Pivotal Companies is the parent company of 3 sub-sectors, each specifically designed with the challenges of the housing industry in mind.

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