This week I am focusing on entering a new niche in my marketing consulting. It’s a high end business to business niche and I want to really know my customer. So, I am seeking out and enjoying luxury experiences.

I have scheduled a facial. I will likely get a fancy haircut and pedicure. I will go hang out at some swanky hotels and clubs. I want to begin vibrating at the tone of luxury and high end service so I am going where my customer goes. I want to walk a mile in their Manolos.

How can this help you? Many of us don’t  necessarily live the same lives as our customers. It’s not required to be your customer but it certainly is a prime opportunity to improve your marketing message as well as your products and services if you know them intimately. Much like parents who say you just don’t understand what it is truly like to be a parent until you are one, you aren’t going to know everything by doing what they do, but you will learn a lot.

So, what could you learn? Here are some ideas to get your creative juices flowing:

• How your customers consume customer service – do they expect valet service or do they like do it yourself?
• Do they enjoy more choices or would they prefer a one-stop, turnkey solution?
• Do they shop during the day or at night?
• Where do they go for lunch? With friends or without?
• What advertising do they notice?
• What do they read?
• What is the attitude they walk through their life holding?
• Is saving money a godsend or do they think you have to pay more to get better?

There really is no one answer and it’s better to ask the question, immerse yourself in your customer’s world, and see what they say rather than work from stereotypes or assumptions. So, I encourage you to give it a try – how could you walk a mile in your customers’ shoes this week? I’d love to hear what you come up with!

Together, we are stronger!
Vicki Flaugher, CEO