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That's
right. It's your job to make them want you as much as it is to give them
what they want. It will be a whole lot easier if you know exactly whom you
want.
If
you haven't done so already, be sure to clearly define the type of
customers you want to have. Be as precise as you can in identifying them.
For example: We serve family and individual outdoor recreational
enthusiasts of the greater Boston area. Our customers are likely to be in
the middle to top income bracket, will likely shop the Internet and are
drawn to the latest and greatest gadgets, equipment and outdoor sports. An
example that is too general would be: Our customers are campers.
Like
everything else, success requires communication. Be sure that everyone on
your team knows who they are serving and why they were chosen to work for
you. Membership as a customer or an employee is a privilege.
Think
about your most desirable customers. How would you describe them? What
characteristics do they share? It pays to know this when you consider that
the majority of business comes from repeat and loyal customers. |
