Your Target Customers May Not Be Who You Think They Are [video]

Fact: many businesses have not one customer, but a system of customers -- each with different power and influence.

Teams and organizations that are not clear about their system of customers can easily fool themselves. They can – and often do – become unknowingly self-serving.

They start to believe their comfort, or making their boss happy, or satisfying the needs of internal bureaucracy, equals customer value.

And then business growth gets gummed up.

If your goal is to build – or restructure, or simply improve – an organization to fully align towards your target customer, then this video will help you.

Many organizations talk as if they only have one customer. Some do. But many times they actually have a system-of-customers. These include:

  1. Channels
  2. End-Users
  3. Payers
  4. Gatekeepers
  5. Influencers

 Understanding those key distinctions could significantly impact how effectively your team and organization works. For example:

  • how you staff in order to enter new markets
  • how you design sales strategies to satisfy all stakeholders
  • how you create an effective team-based sales culture
  • how you position and integrate your products and services

In this video, I provide a tool to clarify your system of customers. I walk you through two examples: a blue jeans company and a pharmaceutical company.

Please let me know how you find it useful.