Discover the pivotal question that will transform your sales and marketing strategy. Hint: it's not what you think!
With my work at PCCS Group Berhad, one of the key learning points in our Marketing and Sales Strategic Facilitation Session was a fundamental yet often overlooked question in strategy formulation: "WHERE is my customer?"
In the realm of marketing, we often grapple with the question, "WHO is my customer?" We construct Ideal Customer Avatars to comprehend our customer's needs, pain points, financial abilities, and preferences. This is undeniably vital, but it's equally crucial to ask, "WHERE is my customer?" After all, even the most compelling advertisement won't yield results if it doesn't reach its intended audience.
Let's look at a case study: my business. As a Corporate Trainer, my Ideal Customer might be the Head of Learning and Development of a multinational corporation with a team of 3000+. Imagine the potential for recurring contracts following a successful pilot training session!
But where do we find the Head of L&D? Advertising on Instagram or TikTok probably wouldn't yield the best results. Networking at small local business gatherings might also be less than fruitful.
This is where the question "WHERE is my customer?" comes into play. We need to put ourselves in our customer's shoes: "If I were the Head of L&D looking for an effective soft-skills trainer, the first person I'd ask/place I'd look is _____."
By answering this, we can dedicate our resources to building a presence in that space. Perhaps, this is why you're reading this on LinkedIn today 😉
Do remember, marketing strategies vary based on whether you're employing a pull (solution-based) or push approach. If you're curious about the latter, I'd be more than happy to share insights!
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