Keep your eye on the target

Give yourself access to your customers' suggestions. It's a point that I certainly harp on. Your business might be YOUR baby, but it's THEIR Saturday dining choice, THEIR go-to grocer or THEIR place to get a cup of coffee. Helping them provide you with feedback is essential, but it's also the easy part - there are so many ways to do it (Ask me about one way, in particular, that can increase business while helping you fix embarrassing problems).

The much more difficult task is making feedback work for you. Suggestions are self-serving. Each customer is primarily concerned with his own interests. Comments you receive will likely be all over the board - you very well may find that some contradict others. So what do you do when one customer tells you they like your music but could hardly hear it - and another tells you, the music is distracting?

You need to remind yourself who you serve. Who is your target market? 

Maybe you've spent a little time defining your target. I hope you have. If you haven't, it's not too late. I recommend you consider these points:

1) Who will most appreciate your product or service?

2) Do your strengths (and your USP) tend to best serve a specific demographic?
3) What sort of person will make the best customer for your business?

So maybe in your "suggestion box" (whatever form that might take, online, paper questionnaires, Facebook surveys, etc.) one customer complains that your prices are too high, while another suggests you provide more upscale menu offerings.

You know who your target is. What does your target want? Whom might you alienate. Be mindful of what other consequences there might be. Of course, look for trends in the comments.

If you act, act in the best interest of your target. You can't make everyone happy, but you can frustrate everyone trying. 

Consider this: Subway doesn't try to make the best sandwiches; they make inexpensive, fast, fresh sandwiches. I would guess their target is 20-25 year old, young adults on the go. It doesn't mean it's all they serve by any means, but by gearing decisions toward their target helps people know what they're getting. It establishes their brand. When they adjust their menu, interior design or advertising, they adjust it to woo these people. 

Another sandwich shop, such as Panera would likely cater to a slightly older, and less busy target market. Tell them they're not as quick as Subway, and they'll nod. They aren't trying to compete there. Tell Subway that Panera has better sandwiches, and you probably won't get much argument either. They each know who they serve. They each know their niche. 

When you consider the decorating, marketing, prices, hiring employees - everything down to the way you answer the phone, know who you serve. Keep your eye on the target. 

Need help with your aim? A Vairenpoint Marketing planner can work with you to narrow your focus, and feel confident in your direction. Visit http://www.vairenpoint.com for more information.