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FINDING THE CUSTOMER

I think it is fair to say that a substantial amount of money is spent around the world in customer focus groups, market research and marketing campaigns that are all spurred with the hope of better understanding the “customer.” Who are these elusive creatures that we are spending so much money to learn more about? Why can’t we lock down what they want and how they buy?

Look around you…look in the mirror…stop the presses, you have found the customer! It’s amazing how many hoops we jump through to try and get closer to our target market and find that magic pill to increase sales by 40%, but just like diets, the magic pill doesn’t exist. The good news is that the customer is alive and well…we have dinner with them, celebrate birthdays, talk to them on forums, buy from them and sit next to them on planes. We are making our jobs too complicated.

When you pause for a moment and think about the most amazing buying experience you have had, what comes to mind? You probably are not thinking of an experience that was solely based on price…did it involve a delightful sales person? Were your expectations exceeded? Did they know all about you before you started shopping in their store or on their website? Did they have your back in a way you didn’t expect? I am guessing it involves some if not all of those things that made it a memorable experience.

I am a fairly frugal person – I use coupons when I can, I like deals and I like to save money. I am always […]

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