Not long ago I received a call from a chiropractor who told me he was buying a new piece of equipment for his practice. In order to cover the cost of the machine, he wanted to bring in some additional revenue and asked me what kind of marketing he should do to get more customers.
I started asking him questions…
- How many customers did he currently have?
- How much is a customer worth?
- Who are his best customers and what are they buying from you?
He didn’t know the answers and he didn’t care. He wasn’t interested in putting a strategy into place, he just wanted to get new customers.
You see, this chiropractor, like many small business owners, believed there’s a marketing technique out there that will unlock a flood of leads for their business. They just need to figure out what it is.
Well, the truth is, no such technique exists.
What we need to do as business owners is really analyze our best customers and figure out how to get more of them.
How Do You Identify Your Best Customers?
Look at your client list and identify which ones are your best customers.
What makes them the best?
Is it that they pay on time or pay full price?
Are they easy to work with?
Try to find the commonalities in them and put together a list of their traits. Once you identify who they are, you can start to look for more of them.
Now you have a measuring stick, so when someone wants to work with you, you can determine if they are the type of client you want to work with or not. This keeps you from working with just anyone. Remember, not all clients are a good fit and taking the wrong ones will slow down your growth.
About the Author: Meg Huwar is a small business marketing expert and Principal of Brand Accelerator. She and her team work with companies who want to market their business but don’t have the time, experience or staff to do it themselves. Meg can be reached at email@example.com or 412-848-8822.