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Market Tang: Longtime WordBoard resident Chris gives some quality advice for Schweleita (and the rest of us), who asked for ideas on targeting customers for her new Concierge Business. Here's a detail from Chris' marketing brainpan:

In terms of targeting your different customers, the key piece of advice I would offer is that you need to think about what your customers are buying rather than what you are selling. Ask what it is that trips their trigger and makes them hire you (and I mean literally ask them as you win business). Then use what you learn to tweak your proposition. And if the answers are different for different types of people, than that is where market segmentation begins...

...One Last thought: if you have competitors, find out why your customers selected YOU rather than anyone else. Finding out what makes you different, and what it is about the service that your customers really value, is the key to growing your business and getting really effective messages...

You can read all Chris' in-between thoughts and even an additional final thought on the Concierge thread itself. Don't be afraid to add your own input. No one's paying Chris (or anyone else here for that matter) for advice, why shouldn't they not pay you too?

Posted by Michael Davey on Friday, February 21, 2003 @ 4:55 PM [ + ]

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