Targeting the Right Customers for Your Small Business 2
Who controls the purse strings?
Someone once said that writers are just children who have never grown up and Toni and I are certainly quick to agree. You see, we’re inquisitive - we love to poke and prode at things we don’t understand - we watch people, not because we’re voyeurs but because we want to see how people react in different situations. That helps us produce work that is more realistic and more likely to produce the desired results.
One of the places we watch people is at cafes in the tourist town where we live and that means we get to see a wide cross section of society. One of the interesting things we have observed is that in the fast majority of cases where a couple is involved it’s the female half of the couple who controls the money.
So when you’re doing your sales pitch to a couple that comes into your small business who do you look at?
I’ve talked about it here before but it’s definitely worth repeating because if you’re looking at the wrong person, if you’re talking to the male when it’s the female who controls the money you could be losing a sale every time you open your mouth.
