Marketing: Clone Your Best Customers

Clone Your Best Customers

Written by Marcia Yudkin

Two businesses -- a women's clothing boutique and a mail-order operation -- recently consulted me about repparttar

same dilemma. Each had achieved satisfying sales through channels that didn't allow for further growth. They needed a fresh marketing program that would yield a steady stream of new customers, and they were confused about where and how to advertise.

Like Dorothy with repparttar 121217 ruby slippers in repparttar 121218 Wizard of Oz, they already had most of what they needed for a solution, but they didn't know how to use what they had. They needed to investigate who their buyers -- especially their highest-spending and most frequent patrons -- were. In doing so, they'd learn how to clone their best customers.

The general principle: Discover repparttar 121219 characteristics of your current customers and use that knowledge to reach more shoppers just like them.

The clothing store already knew repparttar 121220 age range, income level and some cultural interests and hobbies of its clientele. I suggested that they find out which newspapers, magazines and TV and radio programs their buyers read, watch or listen to, as these might prove prime advertising vehicles. Once ads are running in many places, you can also ask customers which media outlet persuaded them to come into repparttar 121221 store, although many buyers don't remember this information.

The mail-order operation had little knowledge of repparttar 121222 income or repparttar 121223 educational level of its purchasers, since orders so far had come in through repparttar 121224 anonymity of repparttar 121225 Internet. However, it was relatively simple for them to send a follow-up questionnaire by e-mail, which asked a buyer's age, educational background, employment status (employed or self-employed), income bracket and profession. The brief questionnaire also asked how satisfied they were with their purchase, generating glowing testimonials along with a few complaints. Questionnaire answers would help this business intelligently choose where to advertise.

Are you a Leader?

Written by Mike Harrod

When you look at yourself in repparttar

mirror do you see a leader?

A leader is not someone that is has a large organization and is setting on repparttar 121216 sideline reaping repparttar 121217 benefits from it.

That kind of leader will dwindle away.

The kind of leader that I am talking about is in repparttar 121218 trenches with their downline everyday. They would never ask anything from their group that they wouldn't go and do themselves.

You might say that is great I can do that it is all a mindset.

WRONG!!

Leadership is difficult and it takes a lot of work.

This means answering questions daily to any downline or prospects through email or phone.

In order to do this a leader needs to know what is going on. They need to understand how repparttar 121219 company they are working with works. How repparttar 121220 compensation plan works, how repparttar 121221 company does business in general. Your group depends on you to give them these answers when they need them.

This means calling your go getters to make sure that they don't need anything. This is important because I have found that someone may be having problems and are too scared to call me to ask for help. I don't mind calling them just to make sure.

Leadership means you no longer work for yourself at your business you work for your group or downline.

You are at their beckon call all repparttar 121222 time and that is what makes you a leader.

You may say that you are not ready to be a leader. That is perfectly fine and let me share a small secret with you. If you plan on being a leader in repparttar 121223 future you must first learn to follow.

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