Every business, large or small, must have customers—or a market that is interested in the product or service. The lack of customers is probably the greatest reason why businesses fail. You can produce the best products or services, but if there are no customers for them or the customers don’t know about your efforts, you will soon be out of business.

The best way to understand your customers is to interview them. Find out what they are thinking. Understand what they want from a product or service such as the one you offer. Ask them what is most important to them. Learn what makes them select one provider over another.

How can you find out what customers want before you start your home business? By interviewing prospective customers. Talk with friends who have recently bought or used what you will be selling. In general, you’ll learn that your customers want a product or service that gives them a value greater than the cost. You wouldn’t buy something for $100 when it’s probably only worth $50 to you.

Who will your customers be? That depends on what you’re making and selling. Your customers could be individuals, groups, professionals, retail buyers, wholesalers, manufacturers, schools, governments or others. Your Customer Worksheet (see WORKSHEETS) will help you determine what type of customers you prefer and have experience working with. You can then compare these facts to the specific profiles in this book to learn what customers you best work with.