Qualifying or Disqualifying?
It’s another wet Friday night in Margaret River.
It’s just me and my two year old daughter this weekend as my wife Shannon has begun her two week birthday extravaganza” in Perth.
So I am hanging out with our daughter this weekend – which I love BTW – Special 1 on 1 time is one of the best things about being a dad. 😉
Leigh gets back from Bali this weekend, so I thought I would touch base with an update.
This week has been pretty cool, we filled another of the 3 remaining spots we have for our sales breakthrough programs for 2009/10, but more importantly we disqualified some people who are not right for us at this time.
And this is a pretty big distinction for anyone in business or sales.
You see, regardless of what type of business you are in, having a clear idea of the type of client you want will make your business flow so much better.
I mean drilling down to how old they are, where they live, what music they listen to, what interests they have, how much money they earn.
I even encourage our clients to give these people (your “Customer Avatar” as one of my mentors Eben Pagan calls them) a name.
If you know who represents your best client, you can then take deliberate steps to attract them – in your marketing, in the way you lay your store out or build your service if you are a service based organisation. This will also help you avoid the clients you don’t want. The thing is, research shows only 20% of people shop primarily based on price. Now I should qualify that statistic by saying that all things being equal.
EVERYONE will buy at the lowest possible price.
What we know is this, 82% of people have a preference for luxury goods.
They want the best stuff – price is a factor but not the most important one.
If everyone bought on price alone:
- no one would fly first or business class
- we would all drive “Sirions”(no offense to Sirion drivers)
- we would all eat black and gold brand food
- we would all buy clothes from Vinnies or from Target.
So the question for you is, what are you doing to attract more of your target clients and avoid sending messages to the clients you neither want nor need?
Simply creating your customer avatar alone will be a revelation for you if you haven’t done it before. Just look for the common denominators in your best clients today as a place to start.
What do they all have in common? What is the ideal profile of your best client?
All the best with this – feel free to leave a comment on our blog Blue Rocket with how you went with it.
Have a great weekend and an even better week.
Regards,
John
