Finding Customers 

The Life Blood of Sales? 
​If the life blood of a business is sales, then the life blood of sales are customers. Yet the question for every business owner is where are they? Customers can sometimes be elusive, even when they are right in front of our eyes.

Who is your customer really?
Demographics... Research like crazy. We already knsow that your customers will fall into a particular demographics. There are four major demograhic types:

• ​Demographic: Age, Gender, Income, Ethnicity, Occupation
• Psychographic: Values, Goals, Hobbies, Personality traits
• Geographic: Postcode, Region, Country, Population density, Climate, etc.
• Behavioural: Purchasing habits, Brand interactions, Spending habits, Customer Loyalty

All of these even if just one (e.g. region, mixed with gender and age) can narrow your focus to find customers that would engage with your product or service.

How do they (currently) like to be reached?
The point is, that if you have an audience aged 50-60+ they may prefer print media, flyers, direct marketing for example. A younger demographic may prefer social platforms such as Facebook, instagram or Tik Tok. 
For a local audience it may be as straight forward as platforms such as: Neighbourly, Newspapers, 
Networking groups, Local Facebook groups, #hashtags, Twitter/Instagram Search. Or you might search for people who buy products or services similar to yours. If you have a band the manager might be searching for people who join groups for a genre of music (say cover music or classical music). A local author might be looking for Book Clubs to approach. For local authors, often the local bookshop will promote local authors. As you can see the list is ongoing. 

What are some of the ways to find customers?

1. Ask for referrals from existing customers
2. Network through local organisations such as Councils and Economic Development Agencies
3. Offer discounts and incentives for new customers only
4. Re-contact old customers (Get/Keep/Grow customers)
5. Improve your website and SEO You never know who is looking for a solution to their problem
6. Partner with complementary businesses (Coffee and Cake is a classic)
7. Promote your expertise (Don't be shy about selling yourself appropriately)
8. Use online reviews to your advantage (Promote your online positive reviews)
9. Find Your Niche (So important - and then be the preferred option for customers in this niche)
10. Know What Your Client Wants (What is the problem your product or service is solving?)
11. Leverage Social Proof (This is where a customer really loves and promotes your business)
12. Leverage Your Network (You will already have friends, family, business associates, customers)
13. Use Guest Posting to Your Advantage (Customers sharing their experience)
14. Work on Developing Strategic Partnerships (A collaboration with another businesses database)
15. Ask for Testimonials (Ask your existing customers for quotes you can promote on web & Social)
16. Improve Your Cold Emails / Calls (This is where you design / write content)
17. Build a Compelling Website (Also see #6 above)
18. Offer Referral Discounts (Also a good incentive where for some customers price is important)
19. Double Down on Social Media (What platforms are your customers on? )
20. Tips from Agency Experts to Find Clients (Research experts in your business space) 

As an example:
If you were selling to sports parents... where do those parents hang out? (other than the local sports ground on Saturday morning) Your list might look like this: grocery stores, gas stations, local dairies, car washes, cafes, sporting goods stores. You can advertise on the bulletin board at the local car wash or grocery store--preferably ones that are close to sports clubs. Even better (if budget allows), sponsor a local kids' team. Parents sometimes feel obligated to use the services of those who help pay for uniforms, equipment, programs and the various fees involved in children's sports.

Research, Test, Measure, Adapt, Repeat
This is all about knowing your market. 

1. Do your research
2. Test that research through customer-centric marketing channels
3. Measure your success or otherwise
4. Dependent on results you can repeat or pivot (change direction) and try a new angle or approach
5. Back to #1 above. And repeat

Disclaimer: Rebel Business School Aotearoa, in providing this information, cannot guarentee the success of your business. The information provided, correctly implemented, will actively support the development of your business.

Zeroing in on your ideal customer

Four Types of Market Segmentation

Detailed Look at Market Segmentations

Blogs to guide you...

​Click Here for a blog on finding customers quickly. There are a number of points you will note as already identified from this Rebel web page and from the Rebel programme.
Click here for a great blog on market segmentation.
Click here for our Rebel Course Notes on the Business Model Canvas. This provides a review of your Value Proposition (Product or Service) and how your customer likes to be reached and through what channels.
For additional support please email: [email protected]