We are hearing that many businesses’ main goal for 2016 is growth, but the question is how and of what, how do we make an inroad into such a wide strategy. There are many aspects to setting a strategy such as this for your business so we have chosen to take a look at one aspect….. knowing your zebra. Tribe often use the term zebra to describe your business’ ideal customer or client.
Look at the features of your top customers – would you define them by size, location or perhaps what they buy from you (product/service), do they refer you? There are many ways to segment your customers internally, but here we are talking about the characteristics of your best customers, the ones you want more of…what do they look like?
When you know your zebra you will find that a piece of that “growth puzzle” has been completed and some of the benefits we have found are:
- saves time engaging with opportunities that do not fit your business plan
- more targeted marketing
- clarity for employees on the business’ identity (the “who we are and who we do business with”)
- when you ask for referrals it makes it easier for the referrer to know what kind of new customer/client you are looking for
Once you have established what they look like and where their most frequent watering hole is…go hunt them down!