When starting to work on creating an attractive image for your company, you should ask yourself which clients you are interested in. After all, it is difficult to please everyone at once, and it is not necessary. And people have different requests and needs, so it is important to identify “your own” among all of them.
It is necessary to identify those on high school senior mailing list whom the lion's share of your efforts will be directed. Here, it would be appropriate to compare with military tactics, when you have to choose the place of the main attack. If you scatter your efforts in all directions, the onslaught will eventually be too weak to count on victory. In approximately the same way, you should distribute resources when running a business. You need to identify the segment that is a priority for you and influence it in all possible ways.
How to determine which part of the audience is your target? You should carefully work through the existing base. Target clients are those from cooperation with whom you receive the maximum profit. Identify these organizations (or people) from the general flow of buyers.
Once your most valuable clients have been identified, create a general profile by determining what characteristics they have in common. If we are talking about organizations, you can make an assessment based on their size, level of business development, industry they operate in, pay attention to internal structuring, and also to the personal qualities of the owner (or director). For individuals, the assessment criteria may include age, gender, social status, income, special requests, etc. Any signs that can help you single out clients from the general flow and direct all efforts to building productive interactions with them are important.
The analysis of the company's positioning begins with identifying the target market share. This becomes the basis for subsequent actions to build a marketing policy, the ultimate goal of which is to make a profit.
At the same time, you should not stop cooperating with non-target clients. Let everyone who wants to buy from you buy - the main thing is that it is profitable for the company. If it turns out that you have to sell at a loss or with a negligible profit, change the prices. This move will allow you to weed out some of the completely unprofitable non-target clients and save money that you will direct to interaction with profitable target ones.
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Satisfying customer needs
Once the target audience has been identified, it is necessary to understand what their requests are and what exactly is valuable to customers in your product or the company itself. What motivates people to interact with you and what steps need to be taken to maintain cooperation?
Moreover, when we talk about value, we do not mean any specific services or goods (also an important point, but more on that later). Try to evaluate your work by putting yourself in the client's shoes. Then you will understand what the consumer expects from you, what aspects are of primary importance to him.
Why is it so important to find out what is of greatest value to the client? This will help you understand what principles should be used to set up business processes, how to recreate a product (or service) that meets specific requirements, and what to base your pricing on.
Satisfying customer needs
As an example of company positioning - the organization of work of a flower delivery company. As their main value, they present fast delivery times, namely - no more than two hours after the order is placed. From this it follows that special attention in the work should be paid to competent logistics, the procedure for accepting orders and the promptness of their execution.
Or another example: a company manufactures special equipment for confectionery factories. Here, it is important for customers to be able to produce a wide range of confectionery products and bypass competitors working in this area in the region. This is the main value of the purchased equipment, and its manufacturer must first of all take care to offer customers modern technological lines, with flexible settings and programming capabilities, and also not forget about constantly updating its range.