Have you ever thought about which customers you shouldn’t deal with?
All sales aren’t equally beneficial to your company, so it’s worth taking a look at which customers are actually negatively aligned with you. Which customers don’t you want? Which ones are you selling to now, that you might actually be better off not selling to at all? The surprising thing is, you may be putting a lot of energy into selling to more of those customers than you know.
For example, if you are selling a commodity product with some value added services, but your messaging is still price oriented, you’re going to attract people who don’t value those value added services – they’re just negatively aligned to you.
They won’t appreciate the things that cost you more money to deliver, while continually hammering you to lower prices, thereby eroding your margins — even your ability to afford the value added services in the first place. These value-added services are the ones you’re offering to attract customers that are aligned to where you want to be.
Are some of your current customers negatively aligned to you? Could your historic customer be limiting your ability to reach better-aligned prospects –your ideal customer? Have you looked at your messaging to make sure that you’re not actually attracting the wrong kind of customer?
Free eBook: Know Thy Customer
Carefully crafted messages alone won’t sell your product or service. You must target your message for your best audience and through the most effective venues for that message.
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