We LOVE our customers. However, after almost 4 years of running Headroom, we couldn’t help but notice that some customers ‘work better’ than others. Marketing guru Seth Godin says, “Sell to angry cheapskates and your business will reflect that. On the other hand, when you find great customers, they will eagerly co-create with you. They will engage and invent and spread the word.” Some customers have been with us from the start, giving us feedback and helping us grow. They are true Headroom Ambassadors. Others start (sometimes quite hesitantly) and quit after a couple of months leaving both us and themselves feeling dissatisfied. Our service is the same, the outcome completely different.
Kristel and I decided to identify our ideal customers. We found out that the outcome has nothing to do with the position of the customer. Some of our happiest customers are super successful, well known entrepreneurs while some are just getting started. We identified a number of traits that are a must for a good relationship, of which the top 3 are:
- They communicate well
- They are willing to invest time in the relationship
- They focus on outcome instead of cost
So, our challenge now lies in reaching future customers that have these traits and to take action if it turns out they don’t (within their first month with Headroom). It’s important to look carefully at all of your business relationships to determine whether or not it’s worth going the distance to keep them.