When it comes to sales there are users and buyers. Sometimes they are the same and sometimes the buyer is not the user. An example of this is a parent buying something for their child. While the user has an interest in gaining value from the product or service, the buyer has their own set of criteria. The salesperson has to understand, and speak to both.
One question to ask is this – is there a way to make this buyer a user as well. It can be done. A recent example is Chuck E. Cheese's. They took a look at the buyer experience and asked if there were things they could offer to the buyer that would increase the value of their product. They now offer services that speak directly to the buyer – effectively making them a user group.
So, now they have two users they can message to, thereby bridging the gap between their buyer and their user. They figured out a way to be of value to both groups.
This example shows the value in looking at your client base through a different lens. Identify who your buyer is, and who your user is. If they are not the same, explore whether there are things you can add to your offering that would be valuable to your buyer. Can you make them a user?
This exercise can produce a new target market for your business. And it is something that is often overlooked. It takes curiosity and openness. One of the dangers of business is tunnel vision. We get so focused on what we already know about our target audience(s) that we can overlook something that is right in front of us.
Consider the Chuck E. Cheese's expansion model. Review your clients, your offerings, and options for growth. You may just find you have a whole new road you can go down.