This is the simplest question for a business, but most frequently over looked. Who is your customer?

Sometimes there is confusion as to the client versus the customer. For a Veterinarian, it is not the dog or cat, it is the pet owner. The pet owner makes the decisions on where to go, what services to be performed and pays the bills. For a pediatrician, it is the parents, not the child. For an art gallery, it is the patrons and not the artists. Yes you need to interact well with and support artists, but if the patrons do not come or buy, you will be out of business.

Sometimes for B-to-B businesses, the customer is not clear from the company to the organization. Even though a Veterinarian may own the practice and have the final decision, they delegate purchase decisions to others in their practice. The practice manager will usually select the software system, the front desk staff the paper supplies and the head technician the testing and medical supplies. The key point is that each of these individuals has a deferent perspective of the needs, and therefore must be understood based on their role to effectively sell and support your products.

The first question in any planning exercise should be “Who is our customer, and what is his/her needs and wants?” The first question when you plan to visit an account should be “Who is the customer, and what are their needs, experiences and issues?”

“Customers first” is not a slogan. It is a critical perspective that takes consistent focus and work. It is the key to any business.