How well do you know your customers? I’m not asking how many of them you talk to on the phone or go out for coffee with; I’m asking how well you understand the demographics of the people that are coming into your salon.

It’s an important question because it has huge implications on how you should be running your business. Knowing your audience is the most fundamental when it comes to marketing, but many times we overlook it. We like to assume we know our customer base or know what they want, but we can’t really just assume those things. And with so many ways to gather and track information about our customers, there’s no reason not to.

Click here to read the entire article in the latest issue of Smart Tan Magazine online.