3. KNOW YOUR CUSTOMER - JAMES W. BRYANT

INTRODUCTION

Welcome to week three of our journey into building a community! The context of this seasons episodes is building the community that you need to grow your business. Companies and brands speak to your potential customers everyday and you have to find a way to cut through the noise so that your company’s message can be heard. You have to learn to speak the language of your customer and to package your information in a way that they will find appealing. Developing the right message is more than a marketing strategy. 

Episode Objectives - The Why

Understanding your customer’s needs plays an important role in keeping your company and your products relevant in your market. This is true for both your current customer base and your potential customers. Your company, product or service must be positioned to meet the needs of your target customer. If you do not know who you target customer is, then how do you know what products to offer. The objective this episode is to provide you with tools and resources needed to help you better define and understand your target customer.  

Key Issues - Owner Perspective:

Who is your customer? This is one of the essential questions that you have to answer as a business owner. This helps you better target your products. Knowing Your Target Customer impacts everything that you do.

• You cannot serve everyone
• You don’t sell products or services, you solve problems.
• See your product through the eyes of the customer

What You Need to Know - The What

• Your Costumer is not the same as your audience
• What is an ideal customer avatar?
• Tools that you can use to help you identify their needs.
• Maslow’s hierarchy of needs
• The Elements of Value

https://media.bain.com/elements-of-value/

https://hbr.org/2016/09/the-elements-of-value

What You Need to Do - The How

Create or Update your Ideal Customer Avatar

Structured Active Listening with Current Customer base or sessions with customers who fit your ideal avatar profile.

Innovation Session with you team – Harness the power of collective wisdom. Work with your team members and have session where you can gather your ideas on the problems that you are solving for your customers

Test your assumptions

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