10 November 2006

Finding the right customer

I have talked before about finding the right customer when you are selling a boutique product. Here's an example of what I mean. Many people drink champagne - or something that pretends to be champagne - at Weddings, Engagements, New Year and assorted parties and celebrations throughout the year. That isn't our market.

We are looking for people who drink champagne regularly - and have developed a good understanding of what characteristics they are looking for in a glass. The trick is to find people like that and give them an opportunity to taste what we have to offer. All being well, we stand up well in their taste tests and we have a delighted customer who keeps on coming back.

As an example, one of our new customers has already said that she will probably be back for more before Christmas. I just need to work out how to find more people like her.

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