over the years I have worked with many companies to develop and to help them to market products. Through this process, I have observed that the most successful companies are always those who engage consistently with their clients.
Attributing time and resources to understand your customers before you spend significantly raise the first dollar your chances of success. As obvious as this may sound, it is rarely the case that entrepreneurs do this kind of research. Even the largest companies in the world to get this wrong.
Creating a customer or industry Advisory Board
Getting to know your customers successfully, without exaggerating with your marketing budget? One way is to create a customer / consultant group. Through this group you know which product features or services that are not valued by customers and eliminate those; Reduction of costs as a result. You can also find ways to adapt your product or service offering, or to improve and increase sales without having to go through a comprehensive research. Finally, this group can help you refine your marketing message and communication channels, so that you get more out of your marketing budget.
And should be what kind of people on the board? I suggest the following:
- Current customers. Select a core group of excellent customer that you give regular feedback about your products. Find out more about the lifestyle of the customer and the day to day challenges they face. For a B2B company, position you are in the right direction, if you run enough to know their business.
- potential customers. Find out what they currently use and why they like it.
- agents / distributors. depend on your business model. You can engage your agents or retailers to meet customer needs and insights.
- Professional investors in the region. strategy investors can understand industry trends, which could be useful in detecting customer needs.
- Strategic Alliance Partners. This could be someone else, are in the market segment (eg suppliers) services. This could also be industry consultant (technical and marketing).
learn something new every day
Commit yourself every day a new thing to learn about your customers. In my personal experience I have found that top companies often have at least 0 + key data points on their ideal clients. If you are far from that, do not worry, it's easy to catch up. With this kind of commitment to your customers to understand, you will be surprised how it will increase your bottom line.
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