Not all customers are created equal. If your business is like most others, you have a few great customers, a few bad customers, and a lot of customers that fall somewhere in between. The key, of course, is to get as many great customers as you can. Great customers are the ones who are loyal, refer you to their friends, don’t try to beat you up on your prices, don’t complain every time they get a chance, etc.
The reason most companies don’t attract more great customers is because they don’t really know who their best customers are in the first place. See, once you identify your best customers, you can focus on appealing to more customers like them.
To identify your best customers, you need to:
- Identify what makes a customer valuable to your business—You might think that your best customers are the ones who spend the most money, and that may be the case. However, the customers you find most valuable may be ones who offer value in a different way. Maybe they’re just easy to have a relationship with. Maybe they’re low maintenance. Or maybe they like to tell others about your company. Make a list of the traits you value in customers.
- Create a list of all customers and prospects—Now that you know what makes a customer valuable to your business, you need to make a complete list of all your customers and prospects. Don’t leave anyone off this list.
- Rate each customer based on the value they bring to your business—On a scale of 1 to 5, rate each customer or prospect on the value they bring to your business, based on the criteria you set forth earlier. This will help you quick way to clearly see who your best customers are (and who your worst ones are too, by the way). You can then focus your time and energy on your top clients and prospects, so you can build better relationships with them.
Do you know who your best customers are?