Randygram – Buyers and Users are Not Necessarily the Same People
Whether you are in sales or marketing these two questions are for you…
Who buys your product?
Who uses your product?
Now, if your company sells small walk behind lawnmowers you might say: “homeowners” to both.
But what if your company is an airline? Certainly, people traveling for pleasure on vacation would be both buyers and users. But business travelers who don’t work for themselves do not pay for airline tickets, though they do use them often. And their company’s purchasing agents or travel agents buy, but rarely use, those tickets.
In your business product or service category, can you tell who the buyers and users are? And do you know when they belong to just one group and when they belong to both?
If you haven’t figured this out, stop marketing and selling right now until everyone in your firm’s marketing and sales group has done the analysis and can agree on the answers. Otherwise, you will likely present the wrong message to any of a variety of audiences, and that will lead to a lack of clarity, a decline in market share and slowing sales.
Airline executives can point to decades of research that business travelers “prefer” more legroom and complimentary meals. And corporate travel management teams or business travel agents (buyers) will respond by placing flight frequency and availability of non-stop flights at the top of their requirements.
Who are you building your product for? And what message are you relying on to generate increasing revenues? My advice is to follow the money and pay particular attention to anybody who is making purchase decisions.