times during the discussions with my clients, Senior
managers ask, who is an ideal customer ? Frankly, experience
suggests, there is no single ideal customer in a real
life situation. An ideal customer is the one with whom
you identify to help you benchmark your potential customers,
with the objective of focusing your limited resources.
So how does one go about developing this "ideal
customer" profile ?
see how we can develop the "Ideal customer"
1. Identify the best & worst.
the ones who are already your customers. Make two lists
the Best & the Worst. The best will have those that
have given you the maximum number of success & least
problems. Then list those which are the worst. Look
at your experience during the entire order execution
sales).To define the best & worst, you decide the
level of best & most forgettable experience.
2. Define the characteristics of these two categories.
Appreciates quality (& ready to pay for it).
* Recognize"Value addition".
* Honors commitments.
* Size of order.
* Transparent decision making process.
worst could be:
Demands unacceptable payment terms.
* Treats you as a commodity supplier.
* Mysterious buying process.
* Outside my industry expertise.
* Always wants the delivery 'yesterday'.
3. Now combine the two lists.
the positive characteristics, then add the opposite
of your negative characteristics. For example, Demands
unacceptable payment terms becomes Negotiates
payment terms to the mutual satisfaction". Youve
now created a profile of your Ideal Customer. Youre
ready to identify the inquiries worth chasing, in the
quest of an ideal customer. Apply the ideal profile
characteristics each sales inquiry you have.
simple 3 steps will help you to filter the unwanted
potential customer from the large list of sales inquiries.
It will also help you to chart out your area to work.
Since resources are always limited , the "ideal
customer" profile will help you work on these inquiries
for a long term relationships.
experience of two decades, read
"How we help
our clients" to improve business.