The Three Kinds of Customers



"Keep in mind that the true measure of an individual is how he treats a person who can do him absolutely no good." - Ann Landers

There are really only three kinds of customers (or clients, depending on what you do).

And when you think of things in this way, it can be a clarifying exercise, especially when you consider marketing budgets moving into 2020. I suggest you allocate budget towards EACH of these groups...

1) Existing Customers/Clients

This seems obvious, but frankly it can be one of the most under-utilized -- and yet most profitable -- groups of customers or clients to pursue.

2) "Lost" Customers/Clients

More about these in a minute.

3) Targeted Prospects (i.e. New Customers/Clients)

This is the "sexy" segment ... but in my opinion, established business owners spend far too much energy and resources going after this group.

I'd like to posit a thought to you: most of your "lost" clients didn't leave because you did something wrong.

Have you thought of that before?

Even as an experienced business owner, it's easy to take things personally, and to believe that when you lose a customer or client, you really messed something up.

Actually, many impartial surveys and data would indicate the opposite is true: it's normally something happening in THEIR life or business that caused a change -- not what your business did or didn't do.

So going back to your list of "lost" clients or customers with a simple appeal for their business, to "give you another shot", is actually a powerful strategy for recapturing business. Simply asking for them to return could get you a response, and that's especially true if you do so in a way that might actually entice them.

Everybody loves being wanted.

But most small businesses make the mistake of either 1) not even trying to go back after former clients or customers, or 2) simply "keeping them on the list" for regular correspondence.

Actually what's most effective is when you acknowledge that the client or customer hasn't done business with you recently -- and that you'd like to incentivize them to give you a shot again. It acknowledges that there is a relationship in play, and that the customer or client isn't just a number to you.

Try it in the next few weeks ... see what happens, and send me a note of thanks when you get some of them back. :)

I'm grateful for our chance to serve you and your business with these blog-posts -- and we are dedicated to its success, in every measure.

BE THE ROAR not the echo®


Janet Behm
Utah Real Estate Accountants
(801) 278-2700


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