Keep yourself Fluid


by Robert Johnston - Date: 2008-11-03 - Word Count: 476 Share This!

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The company that refuses to change is a company that isn't going to be around for very long.

Here's the thing to consider: no matter how much research you do before you start up your company, you are never going to truly know exactly who your customers are until they start buying stuff from you. Before a person becomes your customer you can't know for certain who they will be.

You can research, and I would suggest a lot of research, because this will put you in the best position to start yourself out in the world of marketing, but you have to also be willing to change quickly and shift your focus to meet your goals.

I'm going to use catalog printing here because I think it provides a very nice and unique way of explaining my point.

When you first start using catalog printing you're likely to do research into what your customers are going to want. This has to do with the images, the layout, the color schemes, the themes you pick, and the products you put in your catalog. Everything about it, including who you send the catalogs to, are going to be based off of the first research you do.

Once you have the catalog made and sent out what you have to do is sit back and watch the results. Don't assume anything here and be prepared to make changes if you have to.

Focus on what products sell and where they were in the catalog. Are the front products with the most attention given to them topping your sales charts, or are they surprisingly low, and something near the back is doing better.

You need to build up your information to make sure that you know what products people want and what isn't making the grade. This is how you actually get to know who your customers are. This isn't about guessing who they are based on research, but actually seeing the very people who are taking the time to buy things from you.

All future catalog printing orders need to be altered to better suit what the people want. Because catalogs are made on such a regular basis it becomes a lot easier to change a future issue, and keep tweaking what you have to make it just right. If all goes well you'll eventually reach the point where your catalog is perfect for your customer base, which will lead to much higher sales.

Research is always needed, but you can't make up your mind and decide that you know who your customers are and what they want. Take the time to actually look at who they are, rather than make any assumptions about them. All it takes is a little time and an open mind to make sure that you know exactly who your customers are.


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The author is affiliated with a company that offers http://www.printplace.com/printing/booklets.aspx

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