Walk in your client’s shoes

As a small business owner or manager, one must understand how your client chooses you over the competition, and what questions they might ask after they have visited your business. Understanding the buying decision process is crucial to determine why your customers decided to walk through your restaurant doors, or not.

It all begins with a desire or need, in this case for food. If the customer is alone for example, they would develop an internal stimulus in order to search for something to eat. If with another person that might be suggesting some food, that other companion would be an external stimulus. No matter whose stomach might growl, the search for a place to eat begins. Then, your customer(s) would decide what local business they will visit. This is when you as a local business want to stand out. Your customer at that time will begin looking for information. In this case, local places to eat. Hopefully, they would already know of your place, hence you be an internal source for them. If not, an external source such as your Yelp reviews would lead them to your place. Keep in mind that during this process they will also be evaluating other places to eat. With a bit of luck, at this point, they have decided to give you a visit and walk into your establishment. They would purchase a meal and evaluate their purchase shortly after, deciding whether to go back to your establishment, or even refer you to another person.

It is important for you as a small business owner or manager to analyze the buyer’s decision process in order to modify your business plan accordingly. Being able to walk in your client’s shoes will give you the ability to understand how and why they decided to visit you and what areas you might be able to improve upon.

Nicolas Carozza

Marketing expert specialized in small business food services.