subject: Behavior is One Reason Everyone is Not Going to Be Your Small Business's Customer [print this page] As a small business not everyone in a given marketplace is going to be your customer. While this might seem as obvious as the sun coming up in the morning, in reality it is often a very tough concept for businesses to grasp. Your instincts are to sell something to everybody, to believe that everyone can be your customer.
Maybe once upon a time, when the old-fashioned general store was the only game in town everyone was the store's customer base. But in today's highly competitive marketplace, for a variety of reasons there are certain products that any given individual is very unlikely to buy and certain places where he or she is very unlikely to ever do business.
One key, and often overlooked, factor that can determine what people will buy and where they will buy it is their individual behavior patterns. The day-to-day behaviors that we usually don't even think about can hugely influence what we buy and where we do business.
For instance, you live and work on the west side of town. Even though you like oriental food and have heard good things about a new Thai restaurant "way over" on the east side of town, you have never eaten at that Thai restaurant and likely won't, simply because it is out of your way from your daily routines, and because there are several oriental restaurants closer to home that you like, in other words, you have suitable substitutes.
The point here is to know who your customers are or who you want them to be so that you aren't wasting limited marketing resources chasing those who are unlikely to be either.
Behavior is One Reason Everyone is Not Going to Be Your Small Business's Customer
By: Dave Ramacitti
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