The customer may be king but not all customers are deserving of the crown. More than likely, you have customers that you love to see walk in the door or show up on your caller ID. These are the customers that are easy to work with, make sizable purchases on a regular basis, and recommend your company to their friends and colleagues. If you could clone these customers you would. So why not give it a try?
Obviously I am not suggesting you obtain DNA samples and go all Jurassic Park on your best customers. But there is a bit of science involved. In order to clone your best customers the first thing you have to do is get to know them as best as you can. This will allow you to go out and find more customers that are just like them.
The critical component of the cloning process is customer data. Obviously you have the names, addresses, and purchase history of your customers but what else do you have? Do you know what professional groups they belong to? Do you know what publications they read on a regular basis? Do you know why they choose your products and what they do with those products after they receive them? All of these bits of data will help you build a blueprint in your mind of the perfect customer – the customer that you want to make copies of.
Armed with this data you can then create a strategy for marketing and promotion in the areas where your perfect customer likely congregates. If your ideal customers are avid readers of Wall Street Week, then you make sure you focus your print advertising in that publication. If your ideal customers are all members of the International Society of Widget Developers, then you place ads in that trade group’s magazine.
If you have the right amount of demographic data, you can make your search more personal. If you give Facebook a snapshot of the demographics of your clone specimen, they can deliver ads straight your target groups newsfeeds. Google analytics can help you gather this data about visitors to your website who then become loyal customers. You don’t need to know your customer’s birthdays, but their age, occupation, income range, and other easily acquired bits of data can help you put your message in front of the people you want to see it.
Of course there is no substitute for the classic business luncheon. If you have one client who you would like to have a lot more of, take them out and open an honest dialogue with them about their life and their business. Find out what their interests and passions are and then you can craft advertising and sponsorship campaigns that are seen by people who feel the same way.
In the end it all comes down to how much data you are willing and able to collect. Every piece of information you can find helps to complete the DNA code you will use to make your clones. While you may never be able to make 1000 perfect replicas of your favorite clients, you can make sure that your next 1000 clients are at least more like the ones you love.
This post is written by George Meszaros. He is a serial entrepreneur and the co-founder of Success Harbor. Success Harbor is dedicated to documenttheentrepreneurialjourneythroughinterviews, original research, and unique content.