Don't Put Your Customers in One Basket

Take a good look at who your customers are and what they are buying to identify new customers.

What are the demographics and buying behavior of your current customer base?

Consider the following characteristics: Gender, race, age, disabilities, mobility, employment, education and location. As you look at the demographics of your customer base, keep notes and ask yourself questions. A good brainstorming session between you and your key associates will generate ideas and identify opportunities to attract new customers.

Here are some examples:

• Do you sell to more women then men? If so, is it because your product appeals more to women or is it because your female customers are buying for their families? The answer could help you tailor your marketing message to purchasing habits.
• Do you sell to more seniors than twenty-year olds? If so, are those sales location related? Seniors often frequent a location that is convenient to them. Characteristics such as easy or free parking, access to a bus-stop, or a ride from a community center can be appealing to older customers. Including easy-access information in your literature may bring in more customers.
• Do you sell to a particular ethnic group? If so, do they request certain ethnic fruits, vegetables or other foods? Does your marketing information state that you sell these items? Ask local ethnic grocers and community centers to display your product information.
• Are you in a location where people of a particular religion reside? If so, do your selling practices accommodate their purchasing habits? (i.e., perhaps they do not purchase goods on a Saturday). These customers may find on-line sales or home delivery services appealing.
• Do you sell in more than one location? Does one location bring greater sales than the other? If so, is it possible to expand your sales in that area? Speaking at the public library, joining the local business association or participating in a community fundraiser are ways to expose your business to customers in a particular location.
• Do you sell to schools, churches or community groups? If so, it is possible to broaden your customer base to other like-minded institutions? Perhaps you could offer collective-buying discounts to these groups.

When engaging in a brainstorming session, remember that quantity of ideas is key and that NO idea is a bad idea. Participant ideas should not be criticized. You may also find that one or more ideas can be combined and become a better idea. Whatever approach you take, keep your customer appeal in mind. Good luck bringing new customers to your business in 2012!