How can I use customer demographics to drive sales?

Image these two scenarios:

1. You agree to meet someone after finding them on a dating app. When you turn up, the person looks entirely different from their profile. They are dressed formally while you are ready for the beach!

2. You are new to the neighbourhood and are invited to a party where everyone agrees to bring some food. You turn up with a beef lasagne; shame it’s a vegan affair!

Yes, these could be plot lines for a comedy; but both have resulted from not really knowing who the ‘audience’ was. In other words, due to a lack of effective ‘customer demographics’.

Why demographics are a key asset for any small business

Knowing who you are speaking to – and what they expect you to say – is key for any business wishing to maximise its customer base. Let’s first consider a couple of important and usually inadvertent errors that can be made when a company is attempting to speak to potential customers.

It can be easy for a business to say what it thinks is important, or what it’s proud of about its products or services. Yet potential customers are much more interested in what these can help them with, problems that can be solved, or benefits to be gained.

Equally, it can be easy for companies to fall back on a language or terminology regularly used by those within the industry. But such jargon, particularly if not explained, can easily put off or even isolate general customers.

How effective demographics helps pin down customers

Undertaking mapping activities, which compare existing customers and sales information with detailed demographic profiles of customers, can help to deliver a clear and detailed real-data picture of not just what these customers actually look like but their lifestyle and living environment too.

Among many identifiable factors, such data may include gender, age, home ownership, marital status, profession and income. This level of insight helps refocus the customer avatar and even re-engineer a small business’ marketing and sales activities. This makes them considerably more cost-effective and responsive. The result is a laser-focused marketing and sales conversation, one that is more closely in line with potential customer lifestyle, needs and values.

Is your business truly ready to visualise its customers?

Our Viewdata online team use some of the most insightful demographics, drilling right down into the data to deliver the true context in which a business exists. To find out what this could achieve for your small business, contact us now…

Categories: Customers

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Victor Nicholls

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