Concentrate on your Ideal Customers

Every business has Ideal Customers.

Knowledge of those customers is the starting point for all marketing strategies, says business consultant Bill Edmonds.

To better understand your Ideal Customers you must know their:

• Demographics – their age range, education, income, jobs, where they live and how many people live in their homes.

• Psychographics – their lifestyle and buying habits. Do they enjoy traveling? What are their personal values? How do they like to shop? Do they buy online?

Demographics help you understand who buys from you and psychographics helps you understand why they buy.”

It’s important to acquire thorough knowledge of your customers, Grasping the reasons behind their lifestyles and buying behaviors will lead to more profits.

Start with your existing customers.

• Age. Knowing your customers’ generation is more useful than specific age.

• Stage in life. Where customers are in their lives. Entering college? Becoming parents? About to buy their first house or downsize since the kids are grown?

• Interests. What types of activities do your customers enjoy? Do they like golf or tennis? What on TV do they watch?

Create a customer persona that captures their who and why. You might call them Carl and Cathy Customer.

Carl and Cathy become an easy-to-understand picture of their likes and dislikes, buying habits, social media activity and other facts about the way they live.

Carl and Cathy need to feel that you understand them, their needs and wants and will help them make their lives better.

We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”

For a $20 personally autographed copy, contact us at 803-331-6695.

Next: Attract more Carls and Cathys.

Copyright 2020, The Bellune Co., Inc.

How to insult your best customers

You can call them micro-insults – the tiny things that most annoy your customers.

Sadly, unless you ask, you will never be able to correct them. You and your people will continue to do or neglect them.

Rick Houcek, who writes a weekly inspirational column (rick@SoarWithEagles.com), told his country club clients:

“You’re all customers, too. When you’re a patron of a hospitality establishment – restaurant, hotel, night club – what little things annoy, irritate, and drive you crazy?”

Putting it in the 1st person changed their perspective. Problems were easy to identify.

The country club employees quickly generated a long list of micro insults: No separate checks, no menu substitutions, crumbs left on table, water glasses not refilled, no table candles lit, wait staff not smiling at initial greeting, up-charges for extra items on a hamburger, table linens with holes. 

The country club employees recognized they did some of these things that were easy and inexpensive to fix.

Ask your employees the same thing. When they are customers, what micro insults annoy, irritate and drive them crazy?

How do they apply to your customers? Fix them to keep your customers happy.

We share such strategies in our “Uncover Your Inner Sales Genius.”  For a complimentary copy join the mailing list at the top of the page.

Next: What motivates your customers?

What are your business’s values?

Paul Davis believed that for your business to succeed you must always practice your basic values. What are yours?
Here are 3 of our values:
• Our internal and external customers come first. We take care of those who invest their time, money and trust in us.
• Honesty is the only policy. Cheating, lying or simply misleading anyone is not only wrong. It will catch up with you.
• We empower our people to make sound decisions as if they own the business and hold them accountable as we know they will hold us similarly accountable.
Davis founded Paul W. Davis Contracting in 1966, offering fire and other damage restoration. He saw that insurance adjusters who needed ways to settle claims would be his sole source of business. He turned it into a multi-billion-dollar industry.
Davis began franchising in 1969, teaching franchisees how to run their franchises as highly profitable businesses. He had an open-door policy, made himself available to all employees, empowered them to make decisions and helped them make corrections along the way. That’s a good model for all of us in our businesses.
We share such ideas in “Maverick Entrepreneurs’ Million Dollar Strategies.”
For a $20 personally autographed copy, contact us at 803-359-7633 or email JerryBellune@yahoo.com.
Copyright 2019, The Bellune Co., Inc.