Define the right customers

One of the most valuable questions to ask about your business is “What defines the right customers for us?” The answer will vary from business to business, so there is no common list of attributes that you can borrow with confidence. But if you take the time to really think about this question, you should be able to create a list of characteristics that describe your ideal, or nearly ideal, customers.

Generally, this exercise asks you to match your vision and capabilities with the needs and wants of your potential customers. It also requires you to come to terms with the notion that there are some folks who just shouldn’t be your customers.

There are many good reasons for this. Two of the most common include the fact ...

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