27

As a salesperson, you make a big investment in developing

new business, so why not target more of the customers you
want?

It’s easier to acquire good customers when you know what

you’re looking for. Retailers with point-of-sale technology and
customer-loyalty programs lead the pack in customer intelli-

gence. Small professional
services firms know their
customers as well as the
back of their hand.

Look for the natural

sorters in your customer
profiles and their buying
pattern. Don’t be worried
about what you don’t

know; focus on what you
do know about your cus-
tomers and highlight the
elements that will help you
reach out to prospects
that mirror your favorite

customers.

All customers are not created equal. It’s up to you to go

after the type of customers you want.

Epilogue

Epilogue

Epilogue

Epilogue

Epilogue

13

Get More Customers—the Good Kind

Quick Ideas 12 to 13

Assignment

Work through your cli-

ent list and make notes in two
columns. List what you like
about them in column one
and what you don’t in col-
umn two. When you are
finished, highlight the ac-
counts that you’d like to
replicate. Complete the as-
signment in Idea 14 to help
target more of the custom-
ers you desire.