May 15, 2012 at 6:00 AM
By James Glover
Once a Day Marketing
James Glover, That Branding Guy, provides the inspiration and ideas for you to market every day in his Once a Day Marketing video blog. Tune in daily to his short, entertaining and practical marketing and branding tips and watch your organization become more successful.
Hello there, I’m Jim Glover, That Branding Guy for Once a Day Marketing. It’s Strategic Tuesday and today I am going to discuss the process around landing the perfect customer or client.
Let’s take a look at what makes a perfect customer or client, there are several important ingredients. First there should be a good fit between the customer needs and products/services you offer. You don’t
want to force anything on a customer; they should want your product.
Seek relationships that are sustainable. You work hard to get new business, you would rather it not be a one-time only sale. Nurture relationships and keep them going over a long period of time.
Lastly the transaction should be profitable. Don’t spend more servicing clients then you are making. Strive for balance between price and the effort to support the client.
Consider these strategic questions when you are seeking out that perfect customer/client. First define specifically who that perfect client is. People in your organization may already have numerous leads.
Searching appropriate database could identify additional potential customers where there is a nice fit.
For a Wow customer experience, align your product offering to the customers’ needs. It’s critical to ensure they are going to want what you offer.
Make the effort to have your brand precede you. That’s what branding is all about, having customers/ clients know about you before you knock on their door.
Then, target marketing to the potential customers you have identified. Design/implement communication with these prospective clients regarding you products/services.
Finally, involve your sales force and begin knocking on doors. Determine how to obtain introductions, meet with clients, build the relationship and then close that sale.
I know you can land the perfect customer or client. It’s is going to take some time and commitment on your part, however, the rewards will be worth it.
That concludes Strategic Tuesday. Please join us tomorrow for Action Wednesday. If you need branding support, please contact me to discuss an online or face to face service engagement. That information can be found at the end of this video. I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.