SCORE gave a free workshop this past weekend on marketing basics. One of the concepts was SCOREโs 1-2-3 Marketing Rule, which is:
- Know who your right customer is.
- Know what they want.
- Simply give it to them.
Letโs discuss this simple concept at a slightly deeper level.
When you work with the right customer, they value the service you provide and gladly pay for it. They are refreshing to work with and they make you excited to come to work the next day. Conversely, the wrong customer is always complaining and they demand much more of your time. You can never seem to make them happy and they usually want a discount. Working with the wrong customer is emotionally exhausting. If you work with too many of them, eventually you may burn out and leave the business.
SCOREโs point is you need to understand who your right customer is and seek them out. It is just as important to recognize the wrong customer and separate yourself from them as soon as possible.
Once you understand exactly what the right customer looks like, find out what they want. The only way to know this is to ask. Let them know how much they are appreciated and express your desire to work with similar clients. What made them decide to do business with you in the beginning? What do they appreciate the most about the services you provide? If you have former โright fitโ clients who no longer use your services, reach out to them as well. Ensure they understand how much you appreciated working with them. What could you have done to retain their business?
Once you know who your best clients are and you understand exactly what they want, the third step is easy. Just give it to them.
