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.
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.
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.