What Kim Speed Has to Say about the Ideal Customer, Featured in The London Business Journal
There are billions of people in the world, you can definitely market to them! NOT. It’s been a long-time myth that everyone around the globe can be your customer. You can’t serve everyone or just anyone after all.
Kim Speed, bestselling author of the book, Branding on a Shoestring: How to Re-Create Your Small Business Identity and Increase Sales Results in 83 Days or Less, publishes an article in The London Business Journal Vol 5 Issue 1 about choosing your dream customers. The catch is, not all people can be your people. Out of desperation, sometimes you will tend to just accept any client who arrives at your doorstep even when they can end up as the wrong ones. It turns out that just like in any relationship, your client and you have to match for smooth-sailing transactions.
In the piece titled “Everyone Is My Customer”…Why Having That Strategy Is NOT Good for Your Business found in pages 14-16, Kim elaborates on the characteristics of an ideal customer. It starts with asking yourself the basics – what is the gender, age, and marital status of your ideal customer? What are their goals? What are they pressured about? And so on. Your interactions with them can be a factor too because difficult customers may not only be mentally draining, they can also exhaust your energy and resources.
In summary, one key step is clarity. With a clear vision of what your dealings would look like, then choosing your patrons is going to make more sense. More ideas on building your business identity are also found in Kim’s book, Branding on a Shoestring: How to Re-Create Your Small Business Identity and Increase Sales Results in 83 Days or Less.
Congratulations on this read-worthy piece, Kim!
The London Business Journal is a no-nonsense and down to earth business publication catering primarily to businesses in and around the UK’s most economically vibrant city – London. It also covers business news and stories relating to London and the UK, and to international markets. For the rest of their publications, check their website: https://londonbusinessjournal.co.uk/.