How many times have you thought "We need more customers!" If you find that you often feel that your company needs more customers, then consider this...
There is a common belief held by most business owners, managers, and sales teams that all of their business problems would be solved if they could just figure out
secret to "finding and getting more customers."
And, that is their biggest mistake!
The never-ending search for more customers requires an abundance of people, time, and money... resources which are usually in short supply in most companies. In such an environment, effort put forth to "find" customers is actually depleting business of its energy, creativity, and enthusiasm...commodities required to serve these customers in a satisfying way. And, since dissatisfied customers do not return, business must keep finding more customers to replace those they have lost.
So, with each repetition of cycle, company has less and less ability to provide level of service that would satisfy types of customers it originally intended to serve. So, number of complaints business receives continues to increase...and eventually, complaints outweigh compliments. The word spreads throughout community. It becomes harder to find customers to serve. Debts then exceed profits. The business fails.
Conversely, those 15% that succeed have structured their company in a way that "attracts" only perfect customers and clients.
Companies must replace thought "We need more customers" with conviction that "We now attract only perfect customers."
What's difference?
It's difference between a successful business and one that struggles to survive. It's difference between a profitable business and one that pinches pennies. It's difference between a thriving business and one that is hanging on by a thread.
IF YOU ARE LOOKING FOR CUSTOMERS TO SERVE, YOU'LL FIND "CUSTOMERS FROM HELL"
Most people agree that looking for customers to serve requires a lot of energy. First, you must figure out where you are most likely to find greatest number of customers. And, then you must spend more time and money experimenting with right way to catch their attention. By time you have actually found someone who is willing to try what you have to give them, your company has exhausted its energy!
So, when this customer tells you that they are not completely satisfied with your products, your policies, or your pricing, you are more than willing to make compromises to satisfy them ... truth be known, you are simply too tired to put up a fight. Perhaps, thinking that you have won war, you feel you can afford to let them win these smaller conflicts...especially in light of what it would cost to go out and hunt down another customer to replace this one.
Yet, if your company had more strength and solvency, you might be more willing to listen to tiny inner voice that says, "Be careful...this one could be more trouble than their worth. This is a customer from hell."
You ignore voice because of need to make back money spent on marketing and sales programs. Or, you convince yourself that these customers must be perfect for your company or you are afraid that you will lose this customer to competition.
Inevitably, though, voice turns out to be right. By time you end your tortured relationship with this customer, you feel that no amount of money in world would have been enough to compensate us for cost of experience.
This is result when you create marketing campaigns or promotional strategies that fail to clearly convey bright light of your unique business distinctions; you find customers that other businesses should be serving.
THE LIGHTHOUSE TEST
So, how can you tell if your company is structured to "attract" perfect customers to serve?
Here is "Lighthouse Test."
