Not all customers are the same. Young adults that are age 18 – 25 do not all enjoy hiding in their parent’s basements playing video games. Those that are age 65 and up do not all enjoy golf. Some may even despise it.
Do you know who your customer is?
If the first words out of your mouth are about age, gender, or location you’ve got it all wrong.
Focus first on what your customer values in your product or service.
Let me give an example.
If I own a quick service car wash, not everyone is my customer. Despite most people owning a car.
Think about the businessman that drives a shiny black Cadillac. Do you think he wants to let anyone drive it or detail it? Especially if my facility uses an automatic washer that will scratch up the paint.
If you want this guy’s business, you better come to him on his time and he’ll pay you handsomely for it. Because after all, he has a certain level of expectations for how his “baby” is cared for. This guy values experience and detail over money. You won’t find him at the $20 quick wash.
Now, who is my customer? The soccer mom with a dirty minivan. Why? Because she doesn’t have the time, energy, or the extra money to see the value in paying for an “expensive” car wash.
She is price sensitive and in a hurry. So $20 is money well spent.
