Defining Your Business DNA   Hey Sales Squad!  Welcome back to Sales & Business Growth for BUSY Entrepreneurs. I’m your host, and resident sales and business nerd, Lindsay Fletcher, and this podcast is the place for small business owners to learn sales skills, business growth strategies, and how to squeeze more out of your day.    I have a FREE new-to-you tool on my website that you can download that we have used to figure out which sales and marketing activities create revenue. My SALES GROWTH TRACKER is now available for download on my website - go to LindsayFletcher.co/free-resources. Click on Sales Growth Tracker and drop your email and I will send it over to you immediately, along with steps on how to use it. It has been THE TOOL that we’ve used in our service-based local business and I’m using it to track my sales activities in my consulting business. So go to my website LindsayFletcher.co and click on the free resources tab and you’ll see sales Growth Tracker at the top of the page! Download it and use it, and be on your way to Sales Success!!!   If you haven’t already, be sure to hit the “follow” button on your podcast app so that you don’t miss anything!    In today's episode, we are talking about Defining what I call your "business DNA". This is the who, what, how and why of your business.    The who is your customer.  Who are they?  What is their income?  What are their ages?  Married or single?  Reasons for buying?  Where are they located?  Where else do they shop?    Let’s talk about how your generation tells a lot about your buying habits.   Gen Z - ages 12-27 are focused on price and are on YouTube, Instagram and TikTok. They read reviews and rely on social proof for purchases.    Millennials are ages 28-43 and mostly use Facebook and Instagram. Looks at price and quality, and want to buy from brands that align with their values. Their experience and convenience as a consumer is important.    Gen X-ers are aged 44-59. They use Facebook, Instagram and Pinterest, and want value, practicality, and durability. They also appreciate time savings, safety and security.    Boomers are ages 60-78 and use Facebook. They rely on online news sources and TV, and value brand longevity and quality over price.they look for brands that align with their values - think “Made in the USA”.    Think about who your customer is and where they hang out, and you can save yourself a whole lot of time. If you are marketing to boomers and you are on TikTok, your people aren’t there. Save yourself some time, energy and sanity and go where your people are!!! Boomers are on Facebook.    Next, let’s talk about how you serve them. In the “what and how” category we have your services, packages, building customer relationships, and differentiating your business. This category is where we under promise and over deliver! The how category should be delivered well consistently. FYI, this category might take some adjusting and time to get nailed down really well if you are newly in business. Give yourself some grace. No one gets it right right out of the gate and 100% of the time. We are constantly tweeting things in our business to serve our customers better than before!    Last up we have the “why” category. We all want to do good things for our customers, but on the why of your business, I want you to take a look inward. Why do YOU do what you do? What is your reason for your business? Why will you continue when thing get hard? What’s YOUR why???     If you haven’t read the book “The No B.S. Small Business Book” by Casey Graham, I highly recommend it! In his book he talks about creating a statement, a sentence or two, about your why and it should be a filter that you run decisions through. He calls it an “owner’s intent”.  It is not selfish to build a business for wealth, or time, or whatever your reason is. Casey talks about his own Owner’s Intent: to build a bus