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  I often talk with others about what the features are of a great client.  I consider this a major part of strategic marketing.

If you’ve been to any sales or marketing seminars you likely have been told that you need to segment your customers on some scale from A to D.  You also have likely been told you should nurture the A customers, promote the B customers and demote the C and D customers.

The question that usually is not answered is what is the difference between an A and D customer.  I find that there are three things that allow me to know the traits of an A Customer:

An A customer provides above average profits to our company.  An A customer is someone who provides profits to our company that is above average.  This person or company allows you to make profits that are exceptional based on providing exceptional service.

An A customer is easy to work with.  We might have a customer who provides above average profits, but this customer is difficult to work with.  We will usually rank a customer like this as a B or C customer.  Although the profits are good, the mental anguish that comes with the above average fees is often just not worth it, or at least enjoyable.

An A Customer provides recommendations to other A customers.  This person is not only an A customer, they are an A+ customer.  It’s people like this who help build our business and are interested in not only how we can help them, but also how they can help us.

I find it’s easy to tell who an A customer is.  It’s more difficult finding what the demographic and psychographic traits are for this customer.  If you’re going to have a strategic focus towards marketing knowing what your best customers have in common is crucial.

It’s important because if you want more of these types of people you need to be able to communicate to your sales staff what they’re looking for. 

I often see sales staffs selling, but not sure what they’re supposed to be selling or whom they’re supposed to be selling to.

Providing clarity about whom you sales staff can call on is an important part of being strategic in your business.  Then, of course there’s the discipline of only letting your sales staff call on great customers.

How disciplined are you around your sales process?  If you’re not, why not?

Josh Patrick

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Topics: communication, strategic marketing, clients

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