Is your customer “businesses” (i.e. do you work in “B2B”)? Even if you’re B2C, have you been talking about who you target as your “Target Market”? Well, then you probably need to hear this.
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In today’s video, I want to talk to you about how even if you’re a B2B business you are always selling to people.
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Are You Selling to “Businesses”? Or to a “Market”?
So, a lot of people who are in the B2B space – selling to other businesses – think that “I’m selling to businesses, and I’m not selling to people. I need to sell to this whole business.” And you think of your customer as the business.
And even people who are selling B2C, where they’re selling business to customer, they think they’re selling to a ‘market’, to a ‘target market’, to an ‘audience’. And these are really, really bad ways to think about your marketing.
You Are Not Selling to a Target Market
Because ultimately in marketing you are not selling to a group of people. You’re not selling to a business. The person buying from you is not this amorphous group.
The person buying from you is a person. And they have feelings. They have motivations. They have wants, needs, fears, and frustrations. Those four things that I put into that target person exercise, the “step one”. Understand your target person and really understand them deeply and emotionally because they are who is buying from you.
And it’s the reason I call that step one target ‘person’ and not target ‘audience’. You are selling to people. You are selling to individuals.
Put Yourself Into Your Business
And so, it means that everything you do – EVERYTHING you do – is personal. So, please, go and put yourself into your business. Put your values in. Put your culture in. Bring it out to the forefront. Make it clear who you are as a business and who the people are in your business and who the people are that you’re serving.
Center your business around people and people will respond to it.