Weekly Edge

Who is your ideal customer?

Heather Frame - Monday, October 09, 2017

It’s often said there are customers, and there are customers.  How true this is.

 

There are those customers you’d love to deal with every day, and there are those you’d wish never came back.  But there are more than just two basic groups.  We think of customers in four categories, A, B, C and D.  That is

 

               A – Awesome customers

               B – Basic customers

               C – Can’t deal with customers

               D – Dead customers

 

You might wish to only work with the A’s and B’s.  If that’s the case you get rid of the rest or educate your C’s to become B’s.  So how do you do that?  Simple.  Tell them.  Or set up rules for doing business, then write to everyone on your database, explaining you’re repositioning your business and here are the new rules.  You can also change your pricing policy or the décor of your premises – this alone will filter out those you don’t want.

 

For example, a video store wanted to shake off the young hooligans who had taken to gathering there.  All they did was change the type of music they played in the store.  Instead of playing music teenagers listen to, they began playing classical music.  Their client base changed virtually overnight.

 

If you were to really analyze your business, you’d find that 20% of your customers account for 80% of your business.  This is what we call, the 80-20 rule.  Do you know who your 20% are?  These are the ones you should be concerning your efforts on.

How Well Do You Know Your Target Market?

Heather Frame - Wednesday, October 05, 2016

We have a client who sells to the lower economic market and he prides himself on never watching TV, never setting foot inside discount shops or fast food chains. 

This is foolhardy.  This is where his target market hangs out, and seeing as he does all the marketing in his business, NOT doing this is costing him money.

So what’s this got to do with you?

Simple…. It’s far too easy to let yourself become isolated from your target market.  You must be able to tap into what’s on their minds, what’s their hot buttons; their fears, wants, dreams and frustrations.  You can’t do this by sitting in a glass house.

What’s the majority of your target market into?  In the case of the client mentioned above, his target market mightn’t be able to name the prime minister, but they are most likely to be able name who won what on Deal or no Deal last night.  They’ll know all about The Biggest Loser, and who won Australia’s Got Talent.

To get the attention of the above target market, zero in on what they already know.  Tie your marketing message into any of the TV shows above and you WILL get attention.

To do this in your business you absolutely have to know your target market, there is no shortcutting this process……. But when you get it right you are sure to attract the attention of your target market.

How Well Do You Know Your Target Market?

Heather Frame - Wednesday, April 02, 2014

We have a client who sells to the lower economic market and he prides himself on never watching TV, never setting foot inside discount shops or fast food chains. 

This is foolhardy.  This is where his target market hangs out, and seeing as he does all the marketing in his business, NOT doing this is costing him money.

So what’s this got to do with you?

Simple…. It’s far too easy to let yourself become isolated from your target market.  You must be able to tap into what’s on their minds, what’s their hot buttons; their fears, wants, dreams and frustrations.  You can’t do this by sitting in a glass house.

What’s the majority of your target market into?  In the case of the client mentioned above, his target market mightn’t be able to name the prime minister, but they are most likely to be able name who won what on Deal or no Deal last night.  They’ll know all about The Biggest Loser, and who won Australia’s Got Talent.

To get the attention of the above target market, zero in on what they already know.  Tie your marketing message into any of the TV shows above and you WILL get attention.

To do this in your business you absolutely have to know your target market, there is no shortcutting this process……. But when you get it right you are sure to attract the attention of your target market.

Cheers

Heather & Marcus