Know your consumer

[shukla7789]

Knowing your consumer is essential for any marketing professional, however, they don't always think about it. In this article, I will show you how to reverse the order of how it is done today to be more assertive.

It's amazing how, every day, more and more marketing professionals know about influencers, Facebook, Instagram Reels and even have a presence on Clubhouse, but they have no idea who their audience is, which I believe is the most important thing of all.

It's not new that when I go to do immersions with clients/advertisers, they have no idea who their audience is. When you ask them 3 or 4 questions, they just answer "I don't know".

Marketing is the guardian of the brand, and to know how to sell, you need self employed database know to whom and how. This is a basic principle of marketing, left aside because it is in that “old outdated” book by Kotler , right? (a phrase full of irony, for God's sake!!!!) Well, that big book that the teachers told you to read in college is useless, because it doesn't talk about the Facebook post, after all, in “modern marketing” that's all that matters: the influencer's Reels...

Good salespeople know their customers inside out

One of the best lectures I've ever seen was at one of the events of the Ecommerce Brazil Forum, with Ricardo Nunes, founder of Ricardo Eletro. Without PowerPoint, without videos and without a bunch of graphs that we don't even know if they're real, he told his story, from a humble salesman to the owner of one of the most important brands in Brazilian retail.

The talk was simple, approximately 1 hour, but he gave a marketing lesson that many brand managers don't even dream of understanding. He spoke about the importance of knowing people in depth and nothing more than that.

Ricardo Eletro sells commodity products, which are sold in thousands of online and physical stores throughout Brazil, but the service was different in his store, after all, according to him, “a good salesperson knows the customer's life in 2 minutes” and that was what he did on a daily basis in his store. He got to know people!