Tuesday, November 15, 2011

Why the Ideal Customer Criteria is Crucial

Crucial may be a strong word, but we at Khach Customers, believe that it is a pertinent starting point when doing business with a customer.  During these tough times you may think, “Who cares?  I just need to sell something now”.  While it is good to focus is on making money right now, not taking a look into your ideal customer criteria may cost you more than you think.  You could be throwing money away.



 Where most of your sales are coming from

If you take a moment to look at your existing customer list, chances are that that Pareto rule holds true; 80% of your business is coming from 20% of your customers.  Imagine if you can acquire more of these ideal customers… how much more sales revenue would you have?  Take a look at your warehouse and distribution center customers and think about what are the like.  To start, these ideal customers of your probably understand the value of your Material Handling products and services.  Additionally, they have other similar attributes that you can categorize them under.   These ideal warehouse and distribution customers probably appreciate the cost savings that your material handling products and services provide them.  They see the value of the material handling equipment/systems that allows them to be more efficient. 



Identifying your Ideal Customers 

By understanding who your best customers are and what makes them wonderful, you can take this information to further improve your business.  A list of your top distribution and warehouse customers will allow you to 1) better serve them, 2) upsell to them and 3) build a better marketing program to attract more of these types of customers.  



Meet with your sales team and account managers to categorize your ideal customer off the following criteria:

1.       You are their preferred material handling supplier and they do regular business with you
2.       They have personal relationships with you and your materials handling team
3.       They pay their bills on time
4.       They don’t mind paying more to have better service (profit margins are higher than average)

Understand why they buy from you

The next step to selling more to your ideal customers is to understand why they purchased from you.  Example, they may buy from your Materials Handling business because you offer the best customer service in the region, your service technicians are always on time, you provide quality products, you provide great training to optimize their warehouse efficiencies.  Whatever it may be, based on this information, you can go back and put together a more effective marketing message to caputuring ideal leads, filling your sales pipeline with quality deals and closing more deals that are likely to allow your materials handling business to thrive.



Let us Khach and Keep you more Customers

We are more than an ad agency, SEO, SEM, internet, direct mail, telemarketing, direct sales and online marketing company.  We offer the entire marketing solution all at one place and do it only for the Materials Handling Industry.  Khách is a “done for you” outsourced marketing company.  It’s easy, it’s effective, and it pays for itself every month with qualified leads, closed deals and repeat sales.  No wonder so many businesses are starting to KHACH on.

We will reduce the time, money and resources required to develop qualified leads to fill your sales pipeline. With our marketing services (either "a la cart" or pay for performance program), you will enjoy "sales ready" leads and increase your business sales revenue and growth.

Interested in learning more?  Please go to www.khachusa.com or call us at 714-476-2887.

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