What is your customer really looking for?

What is your customer really looking for?

We have a tiny farmers market in Redlands every Saturday morning. Each week these small local farmers show up and hope. They hope that someone might come by and buy something. And then hope even more that they will fall in love with their produce and become their customer for life. The sellers show items that any passer-by might want, usually the same produce that they could get somewhere else if they weren’t going to buy it on impulse between 9am and 1pm on this Saturday.

The girl selling honey has a different strategy. She understands the worldview of the hipsters and grandmas who come to buy her honey. They don’t really want honey; they want to feel more connected to the world. They want a story. And honey from the daughter of a World War II veteran who returned from the war and only wanted to raise bees and produce organic, unrefined, unfiltered, single crop honey has a cool factor. And that she is helping him live his dream even now is a great, feel good story.

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The honey maker knows her customers and what makes them tick before she sets up her stall, and she creates special offerings just for them. And people line up to pay for her stories she tells.

It shows me that understanding your customers is a better strategy than hope.

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Hope is no way to do business