Armed with a clear understanding of what makes your best customers most profitable and differentiates them from your least profitable customers; it is time to put this information to work. If for every ‘Top Ten Percent’ customers you could get another customer just like them, would you agree that your reward would be greater profits? In most cases, targeting your most profitable customers points your organization in a direction for gaining customers that will earn company most income for dollar invested. Distribute this newly gained customer profile to each of your sales and marketing people – this is your new target customer.

As your company changes its focus, to those most profitable customers, it should consider giving away its least profitable customers – if a customer is not profitable, stop serving them. Do not upset them; just orient your new services around needs of those customers who are already profitable to your organization. Even consider charging unprofitable customers more so you can break even on serving them. It may take a few cycles but eventually you can grow your ‘Above Average’ customers to be more profitable while reducing number of customer you are serving at a loss. Over time, you will be rewarded for your efforts with an overall improved quality of customer.

Once you have obtained larger picture of who your most profitable customers are and start addressing their needs specifically, your whole business strategy becomes more focused on type of individual who already demonstrates most real income to your business. This is not an easy strategy, but with right measurable information and solid demographics, you are on your way to greater profits in your business.

Copyright © 2001, 2002 Justin Hitt, All rights reserved.

A: Great! Is 3 o'clock next Tuesday okay for you?

B: 4 o'clock is better.

A: I will be there at 4, Thank you.I look forward to meeting you.

Above, please take a look at example script. Notice that at initial contact, Joe Schmo is polite enough to make sure that it is a good time to talk. Joe Schmo then states a few of his past achievement in order to establish credibility. If you don't have any past gigs to refer to, try using different tactics to elicit positive feedback. You could:

1. Offer your services for free in order to have a client for your portfolio and as a reference 2. Offer one service that you provide for free in return for a purchase of another one of your services 3. Offer to work on spec .If client likes what they see, they can hire you on for gig

Next, Joe Schmo puts his sales pitch. Notice that Joe Schmo says that he has lowest rate around, he is trying to catch attention of potential client. Now Joes listens for a response. It is important to listen to potential client. If you don't listen and respond accordingly, potential client will think that you are reading from a script. In addition, by listening you will find out what prospective client's problems are. While prospect is speaking, try to think of open-ended questions that might get prospect to open up and tell you even more. Joe gets a positive response and sets up an appointment time.

You will need to be ready for a negative response and rude replies. Not every call goes as well as Joe's did. Try to figure out ahead of time what kind of objections you might receive. Always respond with a polite business response. Never curse or say rude things back. Negative responses aren't always a bad sign. If potential client says " I don't need a web designer now, I need brochures not banners." Maybe your expertise includes print design too, go in for kill and get gig. Maybe you want to educate potential client on need of a web site to promote his or her business. If you think ahead and know your responses beforehand, you will do great. Good Luck!

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