Niches are much more profitable than mass markets – also because there is less competition.
It may sound like a luxury problem, as if customers are there for the taking. As if the choice is yours as a provider, who you want to serve. Of course, it is not that great. But it is about knowing clearly who your ideal customer is. Then you can optimally tailor your approach and offer to that. In this way, you build a relationship that is mutually fruitful. A relationship in which both your customer and yourself will do their best to stay together long and happily. It almost sounds like a spain telegram datafairy tale - but if you follow the ACTION plan, you will get there in 5 steps.
Finding customers who fit you is the crux of marketing – just like human relationships.
The letters of ACTION plan were not chosen at random. With ACTION I indicate the steps that are taken:
A. Create Avatar
C. Customer journey plans
T. Transformation deployment
I. Sharing information
E. Doing evaluations
A. Create Avatar
The avatar or persona is crucial. Know your customer – know who you are selling to. A look at your customer database is a start. That is where you will find your dream customers: the most profitable or otherwise interesting. But it is about getting to know the people behind those numbers. After all, you are selling to people. You want to build relationships with people.
Create a personaSo you then pick up the phone and start talking to them. That is the way to find out more about your dream customers.
