How well do you know your customer? The more you know about them, the better you’ll be able to serve them.
I just got back from speaking at the California Public Information Officers Conference on the topic of “Getting Your Message Across: What Great Leaders Know About Storytelling”.
I really didn’t know what these people did, but I decided to do a lot of homework to find out. I’m glad I did because it paid off and they noticed.
The reason I’m bringing this up is because it’s important to know who your customer is. Since I was speaking at a conference, my customer was the meeting planner that hired me. But the “end user” was the people who were in the audience. So I actually had to know both for different reasons.
Let’s say, for example, you have a product or service to sell. You could sell that product directly to the end user, or you could sell it to a distributor, wholesaler, or retailer. With each one, you need to know the needs and concerns of each customer. And some of their concerns overlap. [Read more…]