By Sean Ashcroft
JOHN Jantsch of Duct Tape Marketing runs through a number of effective methods for small business owners to narrow their focus on the ideal customer profile for their company. His advice includes:
-- Make a study of what constitutes an ideal customer for your business. Many business owners aim for bigger clients, but these may be unsuited to you. Clients who place great value on what you do may be a better bet, and those who pay on time and treat your staff with respect may also rank highly in your ideal client profile.
-- Place all existing clients into a spreadsheet and highlight those you enjoy working with. Who you want to work with is as important as who wants to work with you.
-- Look at ‘psychographics’. These are the things that clients do and say that signal to you that they are likely to value what you do. Do they expect to pay a premium? Do they participate in associations and trade bodies? Do they subscribe to particular business to business magazines?
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15/06/2010
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