Chapter 1
Taking a Closer Look at Customers
IN THIS CHAPTER
Finding out who your customers are and keeping track of them
Understanding why your customers buy (and why they may not buy again!)
Discovering how your customers make choices
Keeping the big picture in mind
Handling business customers
The most crucial part of business planning involves taking a long, hard look at customers – those you enjoy having, those you would love to land and those you would just as soon give away to some unsuspecting competitor. The stakes are high. How well you know your customers ultimately determines how successful you are. But figuring out what makes customers tick can be downright frustrating. If you’ve tried it before, you may be tempted to throw up your hands and leave the entire mess to the so-called experts – marketing gurus, consultants or perhaps astrologers. Don’t. This chapter shows you how to better acquaint yourself with your customers so that you can offer them more value and serve ...
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