Generally there are two types of customers:
- The consumer - private persons buying from you
- Corporate customers - other companies buying from your company
Whether approaching consumers or other companies, knowledge of the customer
is important. Often, it is easier to obtain information about corporate
customers than consumers. Corporate customers are easier to define.
Collecting information is market research
In order to structure your
collecting information on potential customers you can make a distinction
between:
- Desk research
- Field research
Desk Research
Most likely, retrieving information on customers from home takes place at a
desk. You have access to a PC, internet, phone, directories, newspapers and
other sources of information.
By a systematic utilisation of the internet you can find most of the information
you need to gain an impression of your customers. Practically all companies have
a website packed with information about themselves. If you are still short of
information you can call the company and request brochures.
Retrieving consumer information is slightly harder, but some business school's
websites may offer consumption pattern analyses. Trade associations may also
hold data useful to your company.
Field Research
Not all information is accessible from your desk. Usually you will have to
supplement the information by field research. Most companies, new and old, will
get invaluable information about their customers by asking a few simple
questions.
It does not take a fancy detailed questionnaire study. All you need to do is
select ten companies or consumers potentially interested in your product.
Prepare 5-10 questions identifying your problem and frankly tell the interviewee
why you are asking the questions. You will normally be met with great
helpfulness.
It can be an odd feeling asking chance passers-by for help, but it really is
worth the embarrassment because it makes it a whole lot easier to run your
business afterwards. Your consequential level of customer knowledge increases
considerably.
Talk to your customer - the best market research.
You will gain so
much information about your potential customer if you talk to five of them. It
can make a world of difference.
Do you have the nerve to go and talk to the potential customer?
- Go to next
business issue: Consumers
- See professional
and expensive market research reports
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| Eric Baloyi , SouthAfrica |
27-11-2009 |
That is right: Talk to your customers - or rather listen to your customers, they know what they need.
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Copyright © 2009 Dynamic Business Plan 21-05-2012
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