Like most people in business you’re probably looking for more.
The question is do you want more business or more customers?
The distinction is important.
But the best answer is both!
Many people, when they are looking to build their business immediately focus on getting more customers or clients in the door. You may know that can be expensive, take weeks or months to see any results and there are no guarantees!
All the while they have a great big pile of existing loyal clients just sitting there ready to buy more from them! So, why not start looking at how to get more business from your existing customers? You just need to take the first step.
In my opinion, the first thing you need to do when it comes to marketing and growth is to be very clear about who you want as a customer. You need to know who you want your customer to be. You also need to look at what they “look like”.
If you were to look at what your customer looks like, you must start somewhere, right? First, are you going to focus locally in your post code and surrounding areas? That can be one piece in helping you visualize your Customer Avatar’s lifestyle. Target marketing involves segmenting your potential audience. Specifically, only the potential buyers of our product, service, or cause. As much as we might be tempted, we can’t be all things to all people. We must commit and put some stakes in the ground.
We often ask clients to describe their ideal customer to us. So, there is no time like the present – Get yourself a blank piece of paper and draw your best stick character.
Ask yourself questions like:
- What do they read, is it the BRW, Money Magazine, Wealth Creator or any of the other magazines out there?
- What Podcasts do they listen to and when?
- Who are their mentors?
- What size business do they have?
- What are their biggest frustrations that you can help them with?
- How often do they travel for work or personal?
Now can you be your customers groupie? You want to be where they are such as, the coffee shop, tradeshow, website, search engine, twitter feed, industry fair, street location, meetup groups and podcasts etc.
The reality is, if you don’t know what your customer is and what they look like, then how will you recognise one when you see them? How will you find and then keep them? Or even know where to start looking?
You need to get a very clear picture in your head of exactly what your ideal customer “looks like.” And you need to be able to describe them in detail.
While you are in the process of looking at what your customer looks like, have a look at your existing customer list. Identify those that fit the description and embark on a campaign to get them to buy more from you. Remember, be true to your products or service. You can’t be everything to everyone. Use your resources that you currently have and if you don’t have the relevant resources go and get some.