Dear Aunty B,
On your advice, we just did a big strategy session with “friends” of the business.
One of the findings was the need to build our footprint so we can go after the right customers. But we are not sure how to do that.
Do I redevelop our website so we get on page one of Google, spend a bomb on marketing, or hire more sales people?
More work needs to be done on indentifying who your “right customer” is, and getting this right is crucial for the future growth of your business.
Assemble your team and a whiteboard. Under the heading “The Perfect Customer”, write a list of attributes. Who are they? What do they look like?
Then add more detail, such as how large their budgets are, what their future growth prospects are, can they purchase, and will they purchase? Then work out how to target them and how to approach them.
Then look at how you will find this perfect customer. Through a highly targeted marketing campaign on web sites? Or through a broad brush approach on the telly? Do you approach the purchaser directly? And if not, do you need a different strategy to go through a middle person?
I suspect you will find several “perfect” customers and each of those niches may need a separate strategy. Chose the most profitable “perfect” customer and go after them first.
Your Aunty B.
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