I’ve recently starting working with a new client. This was a referral, and led me into a sector of the industry I’ve not worked in before. But, you know what, I’ve loved working with them. Do you know why? Because everyone I’ve dealt with has the same values and we’ve hit it off from day one.
I’ve been at my best which means a happy client, and happy me.
Could the same always be said for your relationship with your customers?
If you are attracting the type of customers who either don’t appreciate what you do (the discount and voucher hunters come to mind for many of us) or with whom you’ve absolutely nothing in common you’re unlikely to enjoy working with them and this is likely to show. Not a good recipe for long term loyalty.
You need to be able, to have that connection and build rapport to engage with your customers. This means you’re in a better position to know what they want and meet their expectations. Plus if you want to keep your sanity I’d say it’s a pre requisite….
Start by thinking about what is important to you. What are the values by which you want to run your business? If sustainability is important you’ll want to attract customers who also value this. If you love the outdoors you probably want to attract people who share this enthusiasm. If you’re passionate about your pooch you might welcome dog lovers. If service excellence is your most important value you’ll want to attract people who value service.
Whatever it is, whether it’s a sport, hobby, principle, or interest the clearer you are on what’s important to you the easier it is for you to establish your ideal customer. Who are the people you’d like to attract more of as customers.
Having in mind your ideal customer means that you can tailor everything you do with them in mind, increasing your chances of attracting them (and not those who fail to appreciate what you, spend less and complain in the process!)
Too many places try to appeal to everyone and end up satisfying no one. You can always tell a venue that has no specific target market in mind, as they are not focused and consistent with what they do and tend to offer far too much choice and things that don’t necessarily complement one another. Not only does it make life more difficult for you having to appeal to so many different needs, it makes it very difficult when it comes to marketing your business and attracting new customers.
This doesn’t mean to say that you won’t have more than one category of customer; for example, you may focus on corporate business during the week but still be a perfect destination for a romantic weekend break. Or you may be attract pre school families during the day but active adults and teenagers in the evenings. Having two or three target groups can be a healthy thing to help level out the peaks and troughs, and minimises the risk if any one target group of customers comes under threat.
But keep in mind the compatibility of your two or three main target markets – to each other and to YOU.Share This: