Understand your customers

Identify the people or businesses you can serve especially well, then learn what matters to them when they decide whether to buy. Understand the problem they want solved, the improvement they want to make, and what a successful result would look like to them.

Find out how they compare options, who influences the decision, what they are willing and able to spend, and what prompts them to act or delay. Gather this understanding by listening to customers, reviewing their questions, and learning why people purchase, postpone, or choose someone else.

Use what you discover to shape what you sell, how you explain it, and how you help customers make decisions.