This blog post is the first in a series to help you better understand and connect with your clients.
Today’s topic focuses on one of the fundamental topic that any business should know in order to be successful: who is your customer, and why is it important for you to know that information?
The customer is one of the load-bearing pillars of every business, and knowing who your customer is can be very beneficial in keeping that pillar strong. Understanding your customer base can help build a stronger rapport with current customers, create loyalty, and bring in repeat business. Those satisfied customers recommend your business to their friends and family, bringing new customers to your agency. You can also use the information about who your customer is to identify opportunities to appeal to new customers.
Begin with a basic, but specific description of your clientele. Start with questions like, “What do my customers have in common? Are they mostly families, or individuals? How old are they? Where do they come from? What do they buy? How long have they been with our agency?” For example:
“My agency’s customers are primarily families who want to buy home and auto coverage. My clients’ ages average around 52 years old, and they live in homes valued between $250,000 and $600,000. They typically have one car for each driver in the household. Most live in Summit County and have been with our agency for more than three years.”
Consider the answers to all of these questions and how they relate to your value proposition (your strong, first-impression statement that tells customers what you do and why they should pick you over your competitor). Are the customers you have the customers you want? Does your value proposition align with the values of the customers you want?
You can build this profile further, but this basic understanding of your customer base can help you build, maintain, and strengthen your relationship with your customers while also allowing you to focus your marketing strategies to attract more customers that match the profile you want.
Stay tuned for more helpful posts to expand your knowledge and grow your agency!