The primary focus of a growth business is to find new customers. Let’s face it most business are not original, there is not much which has not been done before, so chances are someone else is doing something similar.
So when asked what is different about your business? What need do you serve? Why do entrepreneurs say ‘we give the best service, or have the best product’? Well the best is no longer enough. Anyway how do you define what is the best? Would your customer agreed with what you think is the best, isn’t it too subjective to quantify.
The difficulty is getting noticed enough so potential customers can find you when they are exposed to more than 5,000 messages per day?
If you are not clear about why potential customers may seek you out, how can you target them? Being clear about what business you are in gives your customer’s clarity about what you will do for them.
How do you find your business focus?
For example a physiotherapist is a clinical health science and profession that aims to rehabilitate and improve people with movement disorders by using evidence-based, natural methods such as exercise, motivation, adapted equipment, education and advocacy – Blah Blah.
· So what business are they in?
· Why would a potential customer seek out this business?
When I ask entrepreneurs this question, I often get a technical reply about what activities that business performs, something similar to the description above. If you want to grow your business, you need clarity about why a customer would seek you out. Your potential customer needs clarity about what you will do for them.
In the example above, the physiotherapist is in the business of pain relief (physical pain); potential customers want relief of their physical pain. How the business delivers the pain relief may be through a range of holistic remedies and the personal and unique characteristics of the business, but ultimately how the physiotherapist would relief the customer pain, only engages the potential customer once they have step through the door. All the customer cares about when they are is pain is that you will relieve the pain not how you do it!
So the first thing you need be clear about is ‘what business are you in’? If you want to find out more and practically apply this to your business see ‘4 Steps to Making Your Business Difference’ http://janicebgordon4steps.eventbrite.co.uk
If you like this blog you may also like this http://theproblem-solver.com/assets/find-business-focus/
Janice B Gordon: The Problem Solver Business Growth Consultant, Mentor, Speaker and Author. Business Evolution – Creating Growth in a Rapidly Changing World will give you the guidance you need to evolve you and your business and exceed your customers wants and needs.