Choosing your Customers
Choosing the right customers will make a significant difference to your success:
Good customers will improve easily (with your help), be happy to pay well, be a joy to work with, teach you, and be happy to recommend you.
Bad customers won’t cooperate, will resist paying, be a nightmare to work with, teach you nothing and complain about you to their colleagues.
While you may choose to work with ‘bad’ customers as charity or to ‘give something back’, we do do not want them as a mainstay for our business.
It’s therefore key that we have a means of pre-selecting good customers, and attract enough potential customers so that we can say ‘no’ to or ‘refer’ those that don’t meet our criteria.
In my practice I’m looking for customers that are:
Because I know that these attributes when combined with my own skills will invariably result in my client’s success.
I’m also looking for customers that have the money to pay, and are happy to do so, provided they get genuine value from what we do.
I let potential clients have 2 or 3 ‘no charge’ sessions so I can determine if they have these characteristics and also that they want something I know I can help them achieve.
It gives us both an opportunity to work out if we want to work with each other.
So who specifically is your ideal customer?
The next section is about ‘Reaching potential customers‘. A key measure for your business.
NLP Going Solo 1: Start with the end in mind
NLP Going Solo 2: Balanced Scorecard
NLP Going Solo 3: Customer Proposition
NLP Going Solo 4: Your Brand
NLP Going Solo 5: Choosing Customers
NLP Going Solo 6: Reaching Customers
NLP Going Solo 7: Cash Flow
NLP Going Solo 8: Summary