And Learn to Speak Their Language

Today I describe the ways you can get to know your best customers. With that knowledge, you can better design products and services for them. Better yet, you will be able to speak their language.

Why Do We Need to Know Our Customers?

It helps to know our customers well so we can effectively and efficiently meet their needs through the products and services we produce. However, business owners are often not intentional about attracting their ideal customers. We simply put out a product or service, and sell to whoever shows up. And we become frustrated because it seems the process is completely beyond our control.

get to know your best customers clipboard survey

But that is an unfocused and generally unsuccessful way to do business. The most successful businesses clearly identify their customers and meet their needs. Absent that, we keep producing podcast episodes, courses, and coaching programs that do not resonate, nor generate sales.

It also means we’re not helping as many of our potential customers overcome their top challenges as we could. And solving their problems is the basis for our business in the first place. In today's podcast episode, I describe the methods I use to get to know my customers, that you can use to get to know your best customers.

Our Sponsor

We're proud to have the University of Tennessee Physician Executive MBA Program, offered by the Haslam College of Business, as the sponsor of this podcast.

The UT PEMBA is the longest-running, and most highly respected physician-only MBA in the country, with over 650 graduates. Unlike other programs, which typically run 1 – 1/2 to 2 years, this program only takes a year to complete. And Economist Magazine recently ranked the business school #1 in the world for the Most Relevant Executive MBA.

University of Tennessee PEMBA students bring exceptional value to their organizations. While in the program, you'll participate in a company project, thereby contributing to your organization.

Graduates have taken leadership positions at major healthcare organizations. And they've become entrepreneurs and business owners.

By joining the University of Tennessee physician executive MBA, you will develop the business and management skills you need to advance your career. To find out more, contact Dr. Kate Atchley’s office by calling (865) 974-6526 or go to

Get to Know Your Best Customers

To identify my customers’ needs, I ask them to articulate them for me in a variety of settings. I engage them directly in conversations. And the more I interact with them, the more accurate is my ability to target their needs.


Basically, there are only so many ways to elicit information from readers, listeners, clients and customers. In this week's episode, I describe in detail the five ways that I get to know my customers' needs. And I explain a second, not so obvious, reason that doing so is critically important.

Five Methods I Use

  • Group setting: Face to face with a group
    • While at a conference
    • At a dedicated meet-up
  • Group setting: Online (Webinar or Conference Call)
  • Group setting: Online written survey (using SurveyMonkey)
  • Individual setting: Face to face
  • Individual setting: Online (I use Zoom for my interviews)

If you can describe your customer’s problem better than they can, you’ll be seen as the expert with a solution.

I also introduce the free tool at the beginning of the discussion that I use to create awesome headlines, titles, and email subject lines.

For access to resources mentioned in the episode, go to

If you're just starting your exploration of nonclinical jobs and have not downloaded my free guide to 5 popular nonclinical careers, do that at

Thanks for listening to my recommendations about how to get to know your best customers. Next week I’ll bring you my interview with Dr. Lara Salyer, a functional medicine specialist and creator of Right Brain Rescue, an online course that enables you to bring creativity into your life to fight burnout and transform your career.

Links for today's episode:

Thanks to our sponsor…

Thanks to the UT Physician Executive MBA program for sponsoring the show. It’s an outstanding, highly rated, MBA program designed for working physicians. It might be just what you need to prepare for that joyful, well-paying career. You can find out more at

I hope to see you next time on the PNC Podcast.

If you enjoyed today’s episode about creating an effective Facebook Group, share it on Twitter and Facebook, and leave a review on iTunes.

Podcast Editing & Production Services are provided by Oscar Hamilton.


The opinions expressed here are mine and my guest’s. While the information provided on the podcast is true and accurate to the best of my knowledge, there is no express or implied guarantee that using the methods discussed here will lead to success in your career, life or business. 

Many of the links that I refer you to, and that you’ll find in the show notes, are affiliate links. That means that I receive a payment from the seller if you purchase the affiliate item using my link. Doing so has no effect on the price you are charged. And I only promote products and services that I believe are of high quality and will be useful to you, that I have personally used or am very familiar with.

The information presented on this blog and related podcast is for entertainment and/or informational purposes only. It should not be construed as medical, legal, tax, or emotional advice. If you take action on the information provided on the blog or podcast, it is at your own risk. Always consult an attorney, accountant, career counsellor, or other professional before making any major decisions about your career. 

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