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When I first looked at my customer profile (jobs/pain/gains) – I chose a specific type of tour operator since I will be selling to other businesses. I found it very difficult to come with more than a few gains and pain relievers…
I then thought, why don’t I look at the customer taking the tour. There are many to choose from, so I picked the baby boomer without children. I might also look at a family with young children, but I’ll maybe save that for later. I haven’t begun the value proposition for this customer yet, but wonder – do I really need to do a customer profile of the business? should I just concentrate on the people taking the tour (baby boomer/ young families)? If I just concentrate on the people taking the tour – how do I fit in an analysis of the tour operator that I want to sell to?What to you think would be the best strategy and why? I’d love to some thoughts on this.
Great questions! I love your curiosity and willingness to colour outside the lines 🙂
My short answer is, do both. By doing this for customers taking the tours, you will identify key benefits for them. Armed with this information, you’ll very likely be able to sell a stronger value proposition to the tour companies. At the end of the day, your primary customer is the tour operators – since they are paying for your products/services. But you have the added job of convincing them why this will be of benefit to their customers, who are your secondary customers.
Erin.
Thanks for this Erin. I’m discovering there are so many angles/customer profiles you can investigate. It makes sense to concentrate on the primary customer! It’s been difficult trying to get in touch with the tour operators. I managed to interview one and she was open (but non-committal) to adding an educational element – which confirmed my assumptions that their tours are lacking this! With more time to think about it, I have managed to identify great ‘gain creators’ and ‘pain relievers’. The process is very worth-while.
My value proposition (so far) is: Our field guides help tour operators who want to capture their customers’ sense of awe by unravelling complex geology stories and amplifying fun, engaging, hands-on learning.
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