Someone that values your service, who wants what you offer and who feels it’s important to them. That question and the answer came from a book that I have just finished called: Five Most Important Questions by Peter Drucker.
That may seem so simple that you may be wondering why do I even bring it up. The better question may be, however, who is my customer? Who is it that I should be really focused on? Who is that does need, want and can afford my product and service? Have you actually sat down and written down who your customers are? If not, I would suggest that would be a great exercise to do.
Once you have the characteristics of who your customer is, now take a look at your current customers and the amount of time you allot yourself to them. Is your time being well spent? Are you actually spending time with your primary customer, or, your secondary customer? Is your current book of business being done with primary or secondary customers?
Your primary customer is those that can use and/or sell your whole line. They are dependent on having a reliable, steady and consistent access to products and/or services that you supply. For example, if you sell sporting goods, then a large retail sports equipment store would be a primary customer. Lumber would obviously mean that your primary customer is lumber yards. Whereas, hummingbird feeders and other pet supplies, would mean that the primary customer is pet stores.
The more primary customers you have, the less you will need to stress about your numbers. You will soon see that there is a correlation between revenue and primary customers.
Your secondary customers are those that have your product or service as an add-on. It is not their main focus and therefore, they are really not pressured or enthused about promoting your product or service. Let me ask you then: “If they don’t care, why should you?” Sure, it can be a nice little residual, but I see so many working so hard in having secondary customers instead of putting the effort into the primary ones. One primary customer could easily make up for ten or more secondary customers.
I am sure we have all seen sporting goods, as well as pet supplies and toys at lumber yards, but is that our go to store that we go for those items? These are called impulse items and you may pick up a hummingbird feeder while picking up your nails, screws and lumber. However, you don’t go there to pick up the hummingbird feeder and then think while I’m here I’ll get some screws and nails.
I know it is hard to believe, but not everyone is or should be your customer. Choose wisely.