When people don’t know where to find you, your marketing is all about showing them where to go

You lose sales whenever you aren’t where your customer wants to purchase the products and services you work hard to provide.  You also lose a sale if you fail to offer the type of relationship your customers prefer.

A quick example.  An outdoor equipment company specializing in the resale of used but serviceable equipment has a small retail storefront.  Their customer base is college students with limited income a desire to purchase good quality used equipment for the lowest price.  Their customers do a lot of comparison-shopping to reach this goal, cruising online vendors offering “seconds,” as well as craigslist and eBay.

They are very internet-savvy folks.  Yet this particular outdoor equipment company has no website, so they don’t have a way to show their inventory of the goods they’re offering for sale online.  Customers cannot purchase from this outdoor equipment company online.  They can’t even check out what’s for sale!   Unless their customer walks into their store, they lose out on every online sale made.  It seems a foolish way to operate any business in this day and age.

The process of learning where your customers want to purchase from you emerges as you develop your who, what, and when insights.  You begin by learning who is most likely to benefit from what you do, followed by learning exactly when they are most likely to purchase what you have to offer.  Ask yourself this simple question to better understand how to promote your where: do your target customers know where to find you?

When people don’t know where to find you, your marketing is all about showing them where to go

Once your target customer knows where to go to buy what they need from you, it’s all about making it easy for them to complete their purchase from you.  When your customers know where to buy, you no longer have to invest any promotional resources on “place.”

Place matters because it’s where the exchange of value takes place, where your business delivers the service or satisfies the want or need, to your customer, at a profit to you.  If you don’t provide people with an easy and convenient location in which to purchase from you, you’ll lose out on sales nearly 100% of the time to any of your competitors who do.

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