Customers or buyers? What is really important to your business?

Have you ever met someone who is proud of their huge client list? I met, and in my last meeting with one of my clients he showed me a huge list of clients.

It was really impressive - until we started checking the yield. What did we discover? This is a ghost list. Yes, a huge list of customers who don't buy anything.

As a marketing and business development mentor, I always say:

So how do we turn our "customer list" into a list of active buyers? First of all, to create such an approach as part of our work routine. It is important to focus on quality and not quantity. Each potential customer should be tested according to the likelihood that he will become a real buyer.

Tracking and retention are the most important steps.

Check yourself: are you collecting customers or buying?

• Do you know exactly what your customers' needs and wants are?

• Yes

• No

• If you answered yes, write three main needs of your customers.

• Do you divide your customer list into market segments and address each segment with customized offers?

• Yes

• No

• If you answered yes, describe how you divide the list and what the different offers are.

• Do you follow the customers' purchases and try to keep them as repeat customers?

• Yes

• No

• If you answered yes, describe how you keep in touch with the customers and what you offer them for retention.

• Do you know your conversion rate from potential customers to actual buyers?

• Yes

• No

• If you answered yes, describe the conversion rate and what steps you are taking to improve it.

• What are you doing to encourage potential customers to become buyers?

• Advertise special offers

• Send personalized newsletters

• Make follow-up calls

• Other: ____________________
  

Do you feel that you are investing more time in contacts that do not bring financial benefit? If you answered "no" to most of the questions, you may be focusing too much on collecting customers and less on converting them into buyers. It's time to change your approach and start building a profitable business! You won't believe how easy it is to make this change.

Successfully!