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You probably already have some great customers, probably not as many as you would like though. So how do you go about finding more of the kind of customers that make opening your doors worthwhile every day? The first step is to find out everything you can about the customers that you do have. Here’s how to start: 1. Get Accurate Sales Numbers - How do you determine what a 'good customer' is? More than likely it is a loyal customer who keeps coming back to spend money with your business. This is why the first step you take should be to determine how many sales each customer has and what total income each customer has provided you. 2. Decide What You Consider 'Good' - Is your product or service a one shot deal? Or can your customers come back again and again? If they can come back, you'll want to find out their average order or purchase size in a dollar amount and also how many times they've purchased... You'll see that they'll fall into categories. Maybe 10% are big spenders but 30% purchase consistently. Obviously this will vary depending on what type of business you have. If you sell a product or service where it is unlikely your customer will need you again, figure out what range of purchase size makes up most of your income. It really varies from business to business. For instance, if you're a Realtor you may sell many more homes between 100 and 200 thousand, but most of your actual income came from one giant purchase... Maybe a 2 million dollar home... You don't want to ignore your bread and butter. In this case, I would recommend marketing to the “bread and butter” public. So you see, you really need to evaluate your industry. 3. Once you've determined which are the best customers (the kind you’d like all the others to emulate) and have gotten all information concerning their purchasing habits with you: Find out how they found you, where they live, what they do for a living and even what their level of income is (if it can be tactfully worked into the conversation). It’s good to get this information when the customers are making their purchase because they will be more likely to give it to you. If you keep customer phone numbers you could even do a short survey by phone to find out most of this info. 4. Look for Patterns - When you gather all of the information you may notice that 35% of your best customers are doctors, or 50% of them come from one area of the city. Whatever the pattern is that you notice, take advantage of it. Do specific mailings to a list that fits the same description as your best customers and you will attract more of them. A list company can find you a list that best fits so that you are mailing to those companies or individuals that are most likely to purchase. Follow these steps and you will be able to increase you Return On Investment (ROI) from all of your marketing programs. And remember, Return On Investment is how much income you are generating from the leads you get in from your direct mail marketing campaign. Marketing your business will help it grow, marketing your business to the right people can get your business booming. So, tap into your goldmine!
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Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Small Business Marketing Secret #2: Marketing Is Like Fishing - You Need A Hook By Jimmy Vee When’s the last time you went fishing? Think back to that day. What did you use to fish? A pole, fishing line, bait, maybe a sinker and a bobber. Oh yeah…and a hook.You wouldn’t go fishing without the hook, would you? The hook is probably the most important part of the fishing process.The same is true in your advertising. If you want to be successful in advertising you have to resign your position as general manager of the universe and realize… 2. Earning the Right to Sell with Stats -- 10 Steps to Greatness We could learn a thing or two from pro sports.Baseball players use stats to tell the story of their season and their career. Scorekeepers keep track of every at bat, every hit, every strike out, every run scored and every base stolen. Those stats are cited by commentators during the game, sports reporters after the game and they are featured on the backs of baseball cards to they tell the story of the player's career.Those of us in business could… 3. A Creative RIOT By Harry Hoover Relevant, original and impactful: that’s what my friend Creative Director Jim Mountjoy says that effective creative must be. With apologies to Jim, I have my own acronym because I think ROI is only 75 percent of the way there. Effective creative is a RIOT: relevant, impactful, original and true.Let’s say you are a personal injury attorney who represents the people. Do you think that a blue collar worker cares if you have “protected North Caroli… 4. Don't Advertise Your Business - Market It! By Greg Chapman Too many business owners believe that marketing their business means just paying for a few ads. What few understand is that Advertising is not the same as Marketing. Too many clients have come to us only after they have wasted large sums of money by copying their competitors with "me too" advertising. And the media and advertising agencies love it. When you approach an advertising agency, their mission will be to convince you to spend your enti… |