Who is your Core Customer?
Define your Core Customer as a person, not an industry or market segment. Who are you selling to? Is it the CEO or the Director of Marketing? Keep it to about 20 words.
What are some characteristics of your Core Customer’s company? How big are they? $10M in revenue with over 50 employees?
What are some your Core Customer’s personal characteristics? Are they progressive thinkers? Are they process-oriented or numbers-driven?
What are your Core Customer’s needs (not wants)? What problem does your Core Customer have that you can solve? Is there something your Core Customer needs that others won’t or can’t do?
Once you have defined your WHO, center decision-making around them. Will that product feature benefit your Core Customer or just a few? Is our Core Customer someone who needs retail stores with personal service or transactional online sales only? What moves have you made to serve your Core Customer?
To find out more about your "Who," read Bob Bloom's The Inside Advantage.
Looking for more resources on Core Customer? Check out these related posts:
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Editor's Note: This post was originally published on March 9, 2012 and has been updated.