Four Types Of Customers

You’ve done all of the background work, you’re clear on who your ideal clients are, the results you deliver, and the solutions you provide to their challenges and issues. This provides you with a very solid base for client growth and retention. Lead generation at its best.

However, one of the key mistakes I see some business owners make is that they do all this work, and then use the “If you build it, they will come” model of business. Absolutely, if you build it, people will come – but it will be slow and painful. You need to get out there and let people know about you, your business and the problems you solve. Period!

At DebPilgrim.com we are constantly reminding our clients that no matter how brilliant you are technically, you really are in the business of marketing. I want to share with you that you need to be spending a solid part of your day marketing your business.

Your clients need to be in a continual marketing campaign.

Now if the word ‘marketing’ freaks you out or doesn’t sit well with you – change it! Use a term that works better for you, call it ‘relationship building’, but make sure you engage in it. The important thing to remember is that 'relationship building' doesn’t need to be pushy or in your face; it needs to be congruent with who you are and be true to your business model.

Building relationships, understanding your clients, knowing what they need, and delivering results will build loyalty. It’s this type of loyalty that you want to continue to develop.

When looking at your current client list, here’s a breakdown of four types of current customers you have within your business:

a) Active customers: They’ve bought at least once in the last twelve months and are more likely to buy again soon.

b) Inactive customers: These are your clients who have not purchased from you in the last one to two years.

c) Sleeping/dormant customers: These are your clients who have gone quiet. They don’t buy your products or services any more, and they’ve stopped interacting with you and your brand.

d) New customers: This one is pretty self-explanatory…

It’s often said that it’s easier and more cost effective to spend your time and money focusing on your current clients rather than looking at bringing new clients in. And I agree with this statement, these clients know you and know what you can do for them – it’s the perfect place to expend your time, money and energy…

So let’s not give up on them, and by ‘them’ I mean your sleeping/dormant customers. They may have gone quiet, but there was a stage when they were active and engaged in your business. You just need to find out how to re-engage them and bring them back to an active status.

Here’s a few ideas to get you started:

Idea 1: Find out and understand why they’ve gone silent.

Idea 2: Develop a marketing campaign that focuses specifically on bringing them back into an active status. Offer them something that is worth coming back for.

Idea 3: Remind them about the results you deliver for your customers. Show them what you can do for them.

But above all else, be proactive and consistent in your messages and offers to this group. As I mentioned earlier, it is worth your time, energy and money to re-engage this type of customer.