Understand your customers' needs

However good your product or service is, the simple truth is that no-one will buy it if they don't want it or believe they don't need it. You won't persuade anyone that they want or need to buy what you're offering unless you clearly understand what it is your customers really want.

Knowing and understanding customer needs is at the centre of every successful business, whether it sells directly to individuals or other businesses. Once you have this knowledge, you can use it to persuade potential and existing customers that buying from you is in their best interests.

This guide helps you find your unique selling point and segment your customers. It outlines ten things you need to know about your customers. It also describes ways to find out about your customers.