post

Want To Find Clues To Good Marketing Strategies? Drill Down Into Your Own Customer Base. Part I

We have talked about this strategy before in this space, but a discussion in a recent meeting sparked some more details about why it makes good sense. The discussion yielded 10 questions to answer before you go out and spend a lot of time and money on promotion and sales. Here are the first 5 questions. The next 5 will appear next week along with a book recommendation. The main point is to find ways to differentiate yourself by documenting the successes you already have, deciding what kinds of customers you want more of and then crafting your marketing and sales efforts to get them.

1. What percentage of your current revenue comes from repeat buyers?

2. What percentage of your current revenue comes from new buyers?

3. What percentage of your customers live with the consequences of the decision they make to buy from you?

4. What percentages of your customers buy on price only?

5. What percentages of your customers buy on value? List those values.