I’ve had many times in the past people asking me the same questions: how can I get in front of my clients, or what’s the best way to advertise my company.
And when I asked them “Who are your customers?” 90% of the time I couldn’t get a clear answer.
Most entrepreneurs and business owners are very familiar with the product or service they sell, but they have never identified who their clients are. Who is gonna be buying your product or pay for your services.
“You can’t choose a route if you don’t know your destination”
It is impossible to figure out sales, marketing or advertising channels if you don’t know who your selling, marketing or advertising to.
I was once talking with a friend of mine which was in the planning stages of opening a new business, and he was asking me my opinion on a certain promotional item that he was planning on giving to his clients.
And whenever you tell me the word “clients” my natural response is: who are your clients? And if you can’t answer that, the conversation is over.
So the guy tells me, well, I haven’t figured out that part of the business yet, but what do you say about this idea? So I told him, it really doesn’t matter, because if you don’t know who your clients are, you will never have any to retain.
The number one rule in sales and marketing is to identify your audience, who is the person that’s gonna write a check for your product or service. Once you know the answer to that question, then it is very easy to figure out how to sales, market or advertise to them.
If you know who you are looking for then there are more than 100 ways to get through to them.
This is important not only for entrepreneurs and business owners, this rule also applies to salespeople and in life in general. If you know clear-cut what you’re trying to accomplish, then its relatively easy to figure out the steps that need to be taken in order to accomplish it.