Here are some sample questions to include in your survey:

What is your age range?

Under 25 25-35 35-45 Over 55

Sex M/F

Occupation: ___________________________________________________________ ___________________________________________________________

Household income range:

Less than $50,000 $50,000-70,000 $70,000-100,000 More than $100,000

What is highest level of education you have completed?

High school Trade school Some college Associate degree Bachelor's degree Master's degree Doctorate degree

What are your favorite hobbies? ___________________________________________________________ ___________________________________________________________

Which of following products do you buy regularly?

Include a listing of your products, as well as products that you are able to add if you uncover a need for them.

What benefits do those products provide for you? ___________________________________________________________ ___________________________________________________________

How often do you purchase those products?

Daily Weekly Monthly Bi-annually Annually

How loyal are you to particular brand that you purchase?

1. Not loyal (I'll purchase whatever brand is on sale.) 2. Somewhat loyal (I'll usually purchase one brand unless another one offers a good deal.) 3. Pretty loyal (I'll always buy one brand unless it is out of stock or otherwise unavailable.) 4. Extremely loyal (I would never purchase any other brand.) 5. Where do you normally purchase these items?

Include a list of distributors in your area. Also include questions that are specific to your company regarding your products, pricing and service to determine if survey respondent is a potential customer for you.

Choosing a Target Market

After you have conducted a sufficient number of surveys, compile results to determine which markets make most sense for your business to target. Ensure that market you choose:

has easy access to your products and services, whether it is by visiting your store, or ordering by phone, fax, email or your Web site

is not inundated with other products and services that are indistinguishable from yours

is willing to pay a price for your products and services that allows you a reasonable profit margin

Compiling a Customer Profile

Just as a mission statement guides operation of your company, a customer profile will guide your sales effort. Develop an overview of your target customers so that you and all of your employees are clear about whom you are selling to.

Demographic Checklist

Ensure that you include following characteristics in demographic profile of your target market:

Age Gender Profession Education level Household income level Marital status Geographic location

If your target market is made up of corporate customers, include following elements:

Company size Location of headquarters Types of products and services they provide Annual revenue Number, size and location of branches Year founded

Psychographic Checklist

Which of following categories fit psychographic profile of your customers?

Conservative Liberal Conformist Environment-friendly Socially conscious Power-wielding Fun-loving Cutting-edge Trend follower Fashion-forward Family-oriented

How many family members are typically in your customers' households? ________________________________________________________________________

What hobbies and/or sports do your customers enjoy? ________________________________________________________________________

What types of entertainment do they like? (movies, theater, opera, etc.) ________________________________________________________________________

What publications do they subscribe to? ________________________________________________________________________

How else do they enjoy spending their free time? ________________________________________________________________________

If your target market is made up of corporate customers, which of following psychographic categories fit them?

Market leader Innovative or cutting-edge Liberal Conservative Environment-friendly Employee/family-friendly Fast growing/adopting new ideas Stable/set in their ways

What growth stage is company in? (start-up, growth, stable or decline) ________________________________________________________________________

What is type of workforce they employ? ________________________________________________________________________

What is company's culture? ________________________________________________________________________

What is management style? ________________________________________________________________________

What trade associations do they belong to? ________________________________________________________________________

What publications do they subscribe to? ______________________________________________________________________

Here is an example of a typical customer profile:

Company X, an upscale sporting goods company, targets American male executives between ages of 25 and 35, with an average household income of greater than $100,000, who enjoy outdoor sports and purchase sporting goods at least twice per year for recreation and travel.

After you have a clear customer profile, you and your staff must learn to think like your target customers to anticipate their needs. You must track trends and preferences of this group regularly by staying in constant contact with them and altering your products and services accordingly. Good methods for staying on top of your customer base's changing preferences include: informal face-to-face discussions, in-store surveys, direct-mailings, and feedback requests on your Web site, in your store, and included with all products shipped.

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