13/09/2018
This Animal Called Revenues! (Continued...)
This Animal Called Revenues! (Continued...)
Why do some businesses generate more revenues than others? Why do some businesses die after operating for a short period of time?
The devil is in the details as they say.
Your revenues don't just come, they are payments for your solutions to problems or needs that your target customers have. Which takes us back to the "Customer is King" cliche. But like we agreed sometime back on this series, customer is not really the king, customer segmentation is!
For your business to maximize its revenues generation capability, the secret is in getting the right solution for your customers; and at the price they are willing and able to pay.
Getting the right solution is not enough though. The solution has to be compelling enough to the customer, to make them prefer buying from you and not from your competition; as well as refer more customers to you. This points us back to the value proposition question that we addressed sometime back too.
We agreed that you only develop a stronger value proposition than your competitors if you are able to meet your customers' needs or solve their problems in a very specific way that leaves them with a unique experience compared to what your competitors are offering.
Drilling further down, to provide the best solution to your customers' needs or problems, you must have understood what their pain or pleasure points are in a very specific way. And for you to have this granular understanding of your customers, you need to have done thorough market research by engaging your customers regularly (we covered this too).
Effective market research is on the hand focused on particular customers in order to get a real understanding of their needs or problems from a psychological point of view. To do this kind of market research, customer segmentation is key so that you narrow down your focus on one particular homogeneous customer segment and explore it exhaustively!
What we are saying is, businesses that generate more revenues than their competitors have mastered the fundamental rule of Customer Segmentation.
They have further applied it in developing strong value propositions to each of their customer segments; and hence are able to sell more of their solutions to each customer segment, get more referrals from their current and past customers as well as retain their loyal customers longer. To grow your revenues, start by segmenting your customer base!
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