If you’re not collecting the data of your customers now, start immediately. Get as much as possible without impeding the sale. Worst case, you should have their age, location, sex, correlating with their purchase data. You should also obtain information from talking to your customers. Build up an image of who they are and what they like in your head.

Now you have the basics you need to ask yourself the big question: “What do my customers want from me?”

And no, the answer isn’t your product!

You need to look deeper, you need to look at the inner psychology of your customers, and you need to work out their deepest needs and desires.

These are the ‘benefits’ that you are selling your customers. Not a product, you are selling benefits!

This entry was posted on Thursday, August 16th, 2007 at 6:45 pm and is filed under Customers. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.