Imagine setting up a library in a secluded area where people hardly visit, its indigenes can neither read or write, no schools whatsoever present and you are frustrated people aren’t coming to make use of your library or coming to buy books.

Setting up a business without properly thinking through who it will serve as an entrepreneur is the greatest mishap you can do for yourself and the business. With so much competition, small business owners need to be able to reach people who are the right potential customers by setting up businesses in appropriate locations where products or services will appeal to them.

Getting your products and services in front of the right customers is your ultimate goal and in order to do this, you need to start off by understanding who your customers are and why they are likely to buy from you.

Pinpointing your target market can be tricky. You may have a general sense of the customers you’d like to attract but may not have given much thought to the specific attributes or buying habits they possess.

The first step is to think about your product or service and the type of customers who are likely to buy from you. For example:

  • Will your product or service only appeal to specific age groups or gender?
  • Is income important?
  • Are your customer’s householders or business customers?
  • Are your products and services linked to seasonal changes or are you likely to have custom all year round?

The more you start to define who your customers and split them into specific groups, the better it will be when it comes to your marketing efforts.

Once you’ve established a vision of your target customer, it’s time to actively monitor what they like and don’t like. This means monitoring your sales and tying the findings back to your target customer’s preferences, personality and buying patterns. This will help you review what is working and what is not and tell you something about your target audience.

Finally, it’s important to keep the lines of communication open and fair between your business and your customers in order to understand the changing preferences and demands of your target customer, always take time to solicit feedback and criticism from your current customer base.

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