Solving Your Company’s Biggest Challenge: The Difficult Customer
When an EOS® Implementer presents a 90-Minute Meeting with a prospective client, one of our purposes is to ensure there is a good fit with the organization.
As we learn about the company, we ask the Leadership Team to identify their three greatest challenges – the ones that cause them to lay awake at 2:00 a.m.
The most common challenge I hear companies talk about is how to satisfy difficult customers. The definition of “difficult” rests with the company and is certainly not universal.
This challenge suggests the company has not identified their Target Market or, as we call it in EOS®, “The List”.
“The List” is made up of the individuals or companies you have identified that could benefit from your product or service. It is not necessarily a list of every company in your geographical area. It is not necessarily a list of every company in a particular industry.
Instead, it a carefully compiled list of people who need what you have to sell.
Companies often want to be all things to all people – I’m sure you have heard this said many times. The challenge is that you cannot be all things to all people – and you shouldn’t want to be all things to all people. This approach pulls your company and employees in multiple directions, and frequently leads to increased stress.
The solution to this challenge is to clearly identify your ideal customer based on three characteristics:
- Demographic – Who are they? What type of business is it? How many people do they employ?
- Geographic – Where are they located? In your city or county? Your state, or your state plus the three contiguous states? The world?
- Psychographics – What do they think about? What do they value? What problem can you solve for them?
These characteristics serve as a filter of the perfect prospects your sales team can target.
The great thing about identifying your ideal client is that now you can put all your resources toward that group of customers. You can focus your sales and marketing efforts to a group of people who are likely to buy. Your company becomes easier to manage, more fun, and more profitable. Best of all, you will be working with customers who are a perfect match for what you have to sell. And you’ll be reducing your chances of dealing with your company’s biggest challenge – that “difficult” customer whose needs you cannot meet.
Do you need help solving your company’s biggest challenge? If so, contact us. We can help.
EOS® is a holistic management system with simple tools that help you do three things we call vision, traction, healthy. Vision from the standpoint of first getting your leaders 100% on the same page with where your organization is going. Traction from the standpoint of helping your leaders to become more disciplined and accountable, executing really well to achieve every part of your vision. Healthy meaning helping your leaders to become a healthy, functional, cohesive leadership team.