Who don't you want as a customer?
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Who don't you want as a customer?

Who don't you want as a customer?

By John Jantsch

I often write about defining a narrow target market and communicating only with what I call your ideal customer.

The idea behind this is that, if taken to heart, you will find that you are able to attract the perfect customers without succumbing to the pressure to compete on price alone.

Many times, when I mention this notion to small business owner they have a tough time coming up with the description of the ideal narrowly defined customer until I suggest that we start by describing who they don’t want as a customer.

It’s just human nature I guess, but we seem to have a much better grasp of what we don’t want in our life than what we do. So by first categorizing things like the types of customers that you can’t serve well, the kinds of people you don’t work well with, or the size of projects that don’t fit you may be on your way to better understanding your ideal customer.

Now, while you are at this exercise you may discover that you are currently working some of these customers you now admit you don’t want. Do what you can to move them to someone who can serve them better and begin the process of narrowing your focus only to your ideal customer profile.

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