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Do You Know Who Are Your Best Customers?

July 6, 2010 by Frank Goley, Business Consultant

Have you created a profile of your best customer? If not, do it today. Why? So you can key on that type of customer in your marketing efforts and advertising. All of your marketing should be highly targeted, otherwise, you are throwing money away and paying for market research.

What is the best way to find your best customer? Word out mouth referrals. It is the most cost effective, and if you target your best customers for the referrals, often they will refer similar type of clients.

Should you pay for referrals? Yes and No. I like to extend a hand written thank you to referring customers, and those that refer often I like to include a gift certificate. For non-customer trype referrals, then a referral fee is appropriate.

Design a Customer Profile

Include all the variants and determinants you can think of, including the list below. The more unique attributes you can identify the better.

ü  Name

ü  Age

ü  Education

ü  Psychographics

ü  Salary / Revenues

ü  Type of Company / Industry / Occupation

ü  Market / Location

ü  Cost of Customer Acquisition

ü  Range of Services Performed / Products Sold

ü  How the customer found you or how you found the customer

ü  Why the customer bought from you

ü  Potential for re-sales

ü  Purchase history

ü  Credit worthiness

ü  Buying patterns

ü  Interests

Apply the customer profile to your referral network and all your marketing efforts. This targeted marketing segmentation will increase your profits and profitability tremendously. Do it today!

Resource: Here is a video on Creating a Customer Profile


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Posted in Business Marketing Strategies. Comment