Finding great customers


Finding great customers is the key to any successful business and for most salesmen, reaching sales targets involves hours of wheeling and dealing, chasing the unlikeliest of leads, and an endless stream of conversations with people who aren’t listening. However this is not always the case…

How do I find great customers?

The first step is identification. You need to step back and think “What do my great customers look like?”

Looking at your business strategy and your current customer base is the key to identifying great customers. More often than not Salesmen are trying to sell any product to anyone they can talk at for five minutes. With a bit of common sense and human intuition can go a long way and will help you identify the right product for the right customer. You cannot blame someone for not behaving the way you want them to, so learn to accept that your customers will not always react as you expect.

Stop wasting time complaining that your leads are poor and people are cheap. Why keep going back to these same people over and over again, somehow expecting a different result?

Insanity is doing the same thing over and over again and expecting different results. Albert Einstein

Instead, develop a profile of what you would consider is an ideal customer.

  • What industry are they in? 
  • What position in the company do they hold?
  • Are they at a certain location? What size of company?
  • What communications channels do they use?

Then look at your current customers to find who fits this profile. Who are my biggest spenders and what is their profile?

Identify what is common to these customers and your ideal customer profile. What connects them?

Then look at your prospects and prioritise the customers who match your ideal customer. You may be surprised by the results.

How do I attract the attention of my ideal customer?

Now you have identified who your ideal customer is you need to attract their attention towards your business. Unfortunately there is no rule to say that your ideal customer will buy from you (even if you are offering the ideal product). You need to work hard for it. You may feel you are the perfect fit but you need to help the customer realise this and remember this is often a marathon, not a sprint.

It also pays to be choosy. Turning a soft sales lead into a strong one and closing a deal quickly is easier when you are selling a round peg to a round hole. A well-defined and targeted audience will help you make the most of your time, energy and more importantly your sales pitch and selling technique. Talk to customers who actually want to listen to what you have to say. Focus on people you enjoy selling to who enjoy talking to you, you’ll increase the effectiveness of your calls and drive a long-term business relationship.

To attract your ideal customer you need to understand what keeps them awake at night. Identify what makes them hurt and how your product can solve their problem. You need to understand your customer better than them and appeal to them on all levels.

Find what works best for you. Whether it’s focusing on a specific geographic area, product specialty, service offering…the possibilities are endless. They key is find customers you enjoy working with and vice versa, determine their needs, and concentrate on selling to them in a manner that fulfils those needs.

Establishing a happy working relationship with a client will lead to a successful and established client relationship that will have your customers coming back for more products and services time and time again, as well as recommendations to friends and family that will lead to new sales and new positive customer relationships.