do you know how your customers buy?

Yesterday I went to my favorite local butcher to pick up my meat for the week. After that I got back in my car and drove a few blocks away to my fish monger to buy some salmon and shrimp. Later that day I biked over to the farmer’s market and bought some fruits & veggies. All of these spots have a few things in common – they cater to people like me who are willing to pay a premium and battle inconvenience to get high quality, locally grown, wholesome foods.

Today I went shopping on Etsy for a friend’s baby shower gift and came across a lovely store that specializes in creating custom crib accessories. But I was torn between that and a baby’s room wall decal. I could see both being perfect for my friend because they cater to style-savvy new Mom’s looking to transform a blank room into a baby oasis. Unfortunately I had to choose one or the other since the bedding didn’t work with the decals – otherwise I would have been tempted to get both.

What binds these stories together? In both scenarios the companies involved have missed an opportunity. Imagine if the wall decal company partnered up with the crib accessory company to create a line of decals the complimented the baby bedding. Imagine if the butcher, the fish monger and he fruit & veggie farmer combined forces to create a one-stop-shop market. Would all parties involved sell more product? It’s very likely.

Sometimes, as businesses, we get consumed by what we do and lose sight of how our customers buy. Ask yourself whether there’s a different way to package your products & services or if there’s an opportunity for partnership with a like-minded business that will result in more value for your customers.