To help you find the right clients, it helps to communicate who is and isn’t a good fit for your business. Most websites aren’t this frank telling people to go away. But recently I have observed some marketing efforts that identify who is a good fit, and who isn’t. Are you filtering for better customers?
Filtering Out Bad Customers
Furthermore, if you want great customers, you need a process to screen out problems early. A commercial HVAC company from the Midwest trains its salespeople to ask the prospect a series of questions to make sure that they will be a good fit for their business. They FILTER out the problems and focus on true opportunities. The sales team is compensated not just on revenue but the quality of that revenue.
- Are they decisive and responsive? It is difficult to deal with companies that don’t empower one person to make decisions. If the client says we are slow to make decisions, they may not be a good fit for you. Or, you might have to adjust your timetables and fee structure. Competent salespeople can ask good questions and learn this type of information.
- Scope Creepers. Do they have a reputation for asking for more and more beyond what they originally requested? You can learn this from other vendors who supply this company. It is so useful to find this out because other vendors may be frustrated, and then, you can make a conscious decision not to work with them.
- A-Holes are a Pain. Many businesses put up with demanding and difficult customers. But when someone is abusive and an a-hole, I’d say goodbye. Learn from others in a similar situation if the “juice is worth the squeeze.” Life is short – why put up with impossible people? You may need the business, but at what price?
What Does A Good Customer Look Like?
Finally, are you asking yourself what does a good customer or client looks like for your business? At the beginning of a business, everyone looks great. But as your business evolves, you need to be more selective, or you can find yourself chasing payments, decisions, and attention.
Hence, the big question is how are you filtering out the good from the bad and finding the customers who fit with your business? What’s your filter look like?
Does your business need a marketing coach, guide or sherpa? Are you generating enough leads? Is your marketing underperforming? I can help.
You can set up a time to chat with me about your marketing challenges using my calendar. Our initial conversation is free. You talk, I listen. Email me jeffslater@themarketingsage.com or call me. 919 720 0995. Visit my website at www.themarketingsage.com Let’s explore working together today.
Photo by Nathan Dumlao on Unsplash
