For a mathematician, the equation is simple: 1 x 10 = 10 x 1. But in the real world, and especially in sales, these two scenarios are far from identical.
Imagine the difference between:
10 customers buying your product or service once.
1 customer buying your product or service 10 times.
In the first case, you likely have a problem. Maybe the product or service wasn’t as good as expected, or maybe you failed to create a long-term relationship with the customer.
In the second case, however, you have something really good going on! A customer who comes back time and time again is a sign that you have a product or service that truly delivers value, and that you have managed to build a strong customer relationship.
The problem is that this type of insight often disappears in aggregated sales data. We see the numbers, but we miss the story behind the numbers.
To understand your customers’ behaviors and drive long-term growth, you need to dig deeper than aggregated data.
By combining quantitative and qualitative data, you can get a more complete picture of your customers’ behaviors and make better decisions to drive growth.
Here you can read more about how to conduct a needs analysis of your customer.
