Don’t make the mistake of making everyone your customer.  It doesn’t work.

The big mistake here is the belief that ‘everyone is my customer’.  It’s so easy to make this mistake.  Hey, I sell PCs – and since everyone uses them, doesn’t it make sense that anyone is my customer?

Yes and No.  Yes, everyone could be your customer.  But how can you develop solutions to everyone’s problems?  How can the benefits of your products appeal to everyone at once?  Who are you talking to ? Everyone.  What needs have they got?  Every kind.  What language should your marketing materials and advertising use?  All kinds.

If everyone is your customer, you’re just making everything you have to do harder.  So, No.  Everyone isn’t your customer.

Our advice is to choose a sector you know something about and have some experience in.  Why? Because knowing something about that sector will make it easier for you to understand the kinds of problems that your products could be the solution to.  And because knowing something about the sector will give you far more credibility.

Remember that people in the education sector will feel more confident buying PCs from someone with experience in their sector because you’ll already have an appreciation of the particular issues they have to deal with.

So step No.1 then, is to identify an industry sector as your market.  That will take focus plus the courage to choose one area and let go all the others.  Try it!