By Chris Mandzufas
Business leaders have faced unrelenting challenges over the past couple of years. These included team attraction and retention issues, supply chain disruptions, cost pressures, managing customer expectations, and dealing with the pandemic. As some businesses have needed to become more selective in the clients and jobs they take on, and others have been able to focus more on business growth, it is increasingly important to understand and focus on ‘A-class customers’.
What is an A-Class Customer?
An A-class customer is essentially a client/customer for whom you add real value, allows you to make a profit, you want to work with and ultimately pays your invoices on time.
Before you start the activities to attract A-class customers, you need to identify and be clear on which customers in your business are actually A-class, and what criteria define an A-class customer for your business.
It is surprising how many business owners we come across who have not defined nor considered their ideal client, or what an A-class customer looks like for their business. The challenge for these business owners is that they accept anyone to do business with and this could ultimately lead to inefficiencies, loss of profit, and possibly the loss of the A-class customers they do not even recognise in their customer base.
Three Ways to Attract More A-Class Customers
Once you have identified your A-class customers, you could consider using these three simple ways to attract more:-
1. Create Case Studies
Create case studies on your A-class customers and share them with your market. These case studies could be written, and we encourage business owners to also consider using video as it is much more digestible.
2. Run a Webinar or Host an Event
Run a webinar or host an event and invite your A-class customers to attend and even speak about their experiences of working with you.
3. Seek Referrals
Ask your A-class customers for a referral to someone similar to them, who may also be in need of your products or services. This is by far the simplest and easiest action to attract a new A-class customer.
From our experience, business owners can save themselves time and money by being focused on attracting the right kind of customers for their business.
If you have any questions or would like to discuss how you can improve your business’s growth strategy, please contact us today, or call our office on (08) 6212 7200.