Ask Effició: I hate my customers, help me!

August 5, 20160 Comments

I hate my customersQuestion:   I hate my customers, help me!  I know this is harsh but I really need to focus on getting customers I want vs. just hustling for the next dollar.  I’m lost and not sure how to upgrade my customer base.

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Sherese Answer:  Wow!  What a question.  I think all business owners can relate to what you’re saying.  Although, hate is a very strong word so first let’s talk about “hating your customers.”

Why do you hate your customers?  Is it their personality, their demands, how they communicate or is it on you…you’ve chosen the wrong market?

Let me give you a few tips to begin changing (if you hate your customers – you need to change who you work with not upgrade them) your customer targets.  It starts with looking at a few basic strategies first:

1.  Provide a complete experience.  Take heed from the entertainment industry…leave your customers with a lasting experience.  In today’s biz-crazy society, biz owners have to provide customers with a complete experience, much like the entertainment industry has been doing for years.  So first and foremost, evaluate the experience you’re providing your customers.

2.  Rethink your price points.  Maybe you’re getting bad customers because your pricing doesn’t match your offering.  Are you selling too low?  Are you selling at discounts all the time?  Are you selling to the wrong target market (most important question) – can they afford you, do they value what you offer?

3.  Who exactly is your “ideal customer?”  This is beyond the general target market profile.  This is a Visionary step.  I hear you regarding hustling for the next dollar but as you know, eventually you’ll have to focus on a strategic plan for acquiring the right customers and the right “dollars” with the right solutions.

It starts with your offer.  Who is ideal for your product/service?  Why should they buy it from you?  And what distribution methods are you currently using?  How they are able to buy your offering can affect who buys from you as well.  We forget to define distribution methods based on our target especially with doing business online.

4.  Define (one) unique (money making) solution you want to sell to your idea of an “ideal customer.”  Logical but not easy.  You may have multiple products or services but I would pick one and perfect that offering (get it done, completed, organized, whatever you need to do).  Match the benefits to your ideal customer and create marketing language that speaks to them.  To keep it simple, answer this question:  Why should your target buy your (offering) over your competition?

5.  Find Out Where Your Ideal Customer Is.  This takes research…research and time.  You have to network, observe, and communicate within multiple areas to determine where your ideal customer is.  I would start with two niche social networks, and two off-line resources i.e. purchasing lists or attending social events.

6.  Detail a Plan to Meet Your Ideal Customers on a Consistent Basis.  You may use existing selling avenues but adjust the focus to your ideal customer not the masses; where you market and sell may need to change.

I really can’t go into detail beyond this because every business and every business owner is different.  I would love to learn the full picture of what you’re dealing with to provide a complete plan.  You can should work the Get Transmogrification Challenge so we can learn about your progress.

Please don’t stop working on this…sometimes we ask the question but continue doing what we’ve always done.  Don’t make this mistake!

Your Transmogrifyer,

Sherese Duncan

© Effició, Inc.

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Effició is an entrepreneurship education company. Our education is for executives (CEO, CFO, COO, and Founders of small to medium sized businesses) who are ready to participate in advanced educational experiences including executive level learning, masterminding and execution of visionary business initiatives.

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