Every business has a variety of customers… some are quiet and appreciate what you do or provide; some are annoying and constantly asking for things outside of your agreement; some are profitable and some are not. Do you know who your best customers really are?
If not, perhaps it's time you give it some thought. A little bit of work in this area can provide you with some clarity and focus that can help you land more "best customers" and avoid customers that can cost you money versus make you money.
So, how do you identify your best customer? Begin by analyzing your business financial data:
- Start by looking at your business and identify your most profitable customer relationships. It's not important who they are at this time because you want the facts and numbers to tell the story. It may not be the customers that buy the most. It may not be the customers you think buy the most.
- If you sell a product that is not repurchased very often you may need to look deeper at service and support requirements that your customers demand to get a good overview.
Regardless of what you sell or how often it is purchased you need to analyze your business to identify the population of customers that produce the best results. Now, you may say that all customers that buy are valuable and we can't turn away any business. This is not about turning away business but about attracting more of the right kind of business. More premium customers like your best customers.
After you have segmented out a list of "best for us" customers it's time to dig deeper and ask more questions:
- What demographic characteristics do your best customers share… age, education, male or female, family, income, etc?
- What do they do? Job title, seniority level, decision maker, influencer, etc.
- How do they spend their time each day?
- What do they think about most? What problems must they solve to be successful?
- How do they discover things? Where do they go for research and opinion? The Internet, social media, the library, colleagues, friends? Does this differ from how they like to learn?
- What pain are they trying to address when it comes to your product or service?
- What experience are they looking for when it comes to buying a solution to solve a problem you can help them with?
- What goals do they have for themselves or their company?
We can go on but let's stop with these 8 areas. If you have some additional thoughts feel free to add them.
The goal of this exercise is to create a composite description or persona of your "ideal" best customer that can help you craft your marketing and sales messages.
Appealling to this persona will help you find more "best customers". The more of these types of customers you find the easier it will be to grow your company because you will be appealing to more of the type of customer you need to be successful.
Where do you find out this information? Start with what you know. Get your team involved, ask the questions and listen to their answers. Write them all down. After you have all of the information begin to assemble the "story" or overview that best describes your ideal customer.
Want more information? Reach out to your customers and ask them some of these same questions. It will help reinforce your existing information or correct incorrect information.
Once you have your persona or description of your ideal customer it's important that from this moment forward all messaging you create appeals to this customer because the whole idea behind this is to attract more of the customers that are your best customers.
Want more information on personas or assistance in creating your own? Just schedule a 30 minute phone call or meeting.