Increasing Your Ability to serve Diverse Customers/Clients
In the business world, and for small business in particular, we thrive when we understand what our consumers want. This may mean busting out of our preconceived notions when it comes to assuming who is in our customer base.
Why do Arab Americans/African Americans/Latinas/Asians/Native Americans want our products/services? Are we reaching those populations?
How do we target our senior customers?
What is our message to Baby Boomers?
Do physically- or developmentally-challenged clients feel comfortable with what we offer?
Is our product manual in different languages?
What is our language when it comes to gender? What pronouns are we using in our literature?
A good question for you to ask is: "How do I/we structure our offerings so that __________ will want to go with us?" Now may be a good time to think how you'll incorporate different groups into your marketing, sales, and delivery cycle.
Five Quick Ways to Improve Your Marketing Materials
5) Translate your brochures into Spanish, Chinese, or Braille (or something different, depending on your community) and offer them alongside your regular brochures
4) Add a conversion chart for any numbers, currencies, or metrics on your website
3) Add pictures where people are different races, genders, and ages
2) Increase the font size by two points: older eyes appreciate it!
1) Decrease your jargon, technospeak, or slang by 50%: everyone will appreciate this! Say what you need to say clearly and succinctly.
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