Looking through the Target Market Lens
Before you begin to sell your product or service to anyone, you’ve got to sell it to yourself first. You see, there are few businesses that are one of its kinds. I mean how many car mechanics, computer technicians and lawn mowers have a competitive edge over another one of them?
I have realized over the years that your customers’ behavior and buying decisions are driven by motivation- that there is a combination of factors that motivate the individual towards purchasing one product over the other- in most cases, regardless of the price differences.
Understand your customer’s choices and working backwards to creating a wrap of their likes and dislikes that define their common identity is the road to an Effective Unique Selling Proposition for a Niche Target Audience. It requires you to be observant and shed light on from various angles- like an amateur psychologist.
Shop your competition! Because you’re only starting up you may not have a lot of customers to ask yet. I suggest the routine dropping by into one of your competitor’s stores (many retailers do this) and observe what and how they sell. Be brave and try to ask a few of the customers after they leave the premises what they like and dislike about the store’s products and services casually. You’d be surprised at their honest comments.
After your market intelligence process, you need to clear your mind and take a step back to view your product, conduct, expertise and if the combination of can prove to achieve your business’ mission in the long run. Ask yourself, which features of your business jump out to customers in a way that sets you apart? What can you promote that will make customers want to belong to your business’ brand? How can your business dimension be positioned so that your USP can be highlighted?
Don’t be discouraged if your competition has ultra low prices set on their products because they are large- you could find a sales feature that addresses the customer’s needs and then model your sales and promotion around that feature. Go find that feature.
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