Who’s The Customer?
Figuring out who your customer is can be tricky. Many “customers” are not the people who place the order or pop that packet of cereal in the shopping basket.
The real customer is often hidden or has multiple-heads where the decision to buy is a team effort.
Unless you get to grips with who your customer is your efforts to get on ‘the short list’ will be pretty ineffectual.
A handy way to figure out who’s involved in your buying process is to think about the following:
Who’s the:
Initiator – who first set the ball in motion?
Influencer – who can swerve the decision?
Decider – who has the final say?
Purchaser – who hands over the money?
User – who’s actually going to be on the receiving end?
Once you’re clear on this you can set about reaching them in the right way and at the right time.
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Written by : Mark Rowland
Mark's been working in and interested in all things marketing since 2010.
