I have been coaching one of my business clients on their customer acquisition strategy which raised my challenge to businesses who say “We just want more customers”. So, is there an assumption that all customers are good customers or that “more” includes good? Of course the key question is “What is a good customer for my business?”. This is the subject for this post and builds on an earlier post called How to choose your market. Why? Good customers are easier to work with, stay with you longer and probably generate more value. So before you develop your strategy or even if your current one is just “Go out and tell everyone what we do” (see my earlier post on this approach), why not take some time to do some customer analysis. Follow these steps:-
1. What makes a “good customer” for you? List out the attributes. It may well be their ease to work with, their resource requirements, repeat business etc.
2. Score your current customers against those attributes.
3. Analyse the results. What do the results tell you? Is there a profile?
4. Where might you find customers who fit this profile? Then develop your plan to target and acquire your “good” customers.
Do you use this approach and with what results? Do you have another approach that works?
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As many of you know, Baron has recently had an operation on his cruciate ligament. One of the recommended recovery treatments is hydrotherapy. Well, we tried this with his first operation. He refused to try to swim, trying to run across the water and pulling the therapist under-water into the bargain. After two attempts, he refused to get out of the car at the hydo-centre. The therapist said he had only ever come across one other dog who did not eventually learn and like to swim. We think perhaps it might have been Baron’s early experiences which has led to his dislike of water. The first time was on walking him in the woods in The Hague. He saw another puppy and went charging across what looked like very green grass but was in fact duck weed covering a pond. He disappeared quickly and emerged looking very surprised and wet. The second time was out running with me. He was on a lead but was so busy looking backwards at another dog that he didn’t realise I was running across an open bridge. He fell off the bridge into the river and I was left holding an empty collar. He was not amused!