Are we travelling in the right lane?
Why is Traveling in the Right Lane So Important?
We know our customers and we know what we are offering. Imagine we are on a road trip, and our goal is to reach a specific destination—our customer. Simple, right? But what if we start driving in the wrong direction? How much time do we waste finding our destination if we’ve taken an entirely different path? Worse still, what if we leave the car park heading west when our destination is east?
You might automatically say it doesn’t matter…I have SAT NAV! Fine, what happens if you put in the wrong postcode?
In business, our destination is our customer. What if we are trying to reach our customer through Fred’s Retail Emporium in Birmingham when our ideal customer only shops at Jane’s Retail Shed in Kendal? Even worse, what if our customer only buys online and we only sell at Fred’s Retail Emporium?
Choosing the right lane and traveling the same route as your customer is critical to staying ON TRACK in business.
Know Your Route
There are four main routes to reach our destination. Direct Routes allow us to reach our customers directly (think websites or your sales team). Indirect Routes allow us to reach customers indirectly via specialists (think retailers, wholesalers for products, and agencies, industry associations, and networks for services). Partner Routes allow us to reach customers via trusted partners. Owned Routes mean we keep control of the path we are traveling on.
The route that works well for one destination may not work well for another. It depends on all the variables of business. And inevitably, it may change over time.
Whether you’re ON ROUTE or IN THE CAR PARK, it’s good practice to regularly check your lanes and ensure you’re headed toward your customer.
Join the ON IT Club
This autumn, join the ON IT Club and connect with a dynamic peer group focused on learning and growth. Our club offers a unique opportunity to ensure your business channels are the right ones for your customers. Through collaborative learning and regular assessments, you can stay ahead of the curve and ensure your routes are always aligned with your destination. Don’t miss out on this chance to enhance your business strategy—sign up for the ON IT Club today and start the journey towards success with like-minded peers.
