“Differentiate your customers. Find a group that’s most profitable. Ignore the rest.”
Purple Cow– by Seth Godin, page 41
At the expense of you clicking off of this column, I will say exactly what you have heard 100 times before and for some reason, you still are having a hard time connecting with this suggestion.
You can’t be all things to all people. You need to differentiate yourself from the competition. You need to be number one in a class all your own.
But there is more to today’s quoted passage. In addition to distancing you from your competition, it is good advice to categorize your customers into distinct groups.
For conversation’s sake, let’s agree to split our customers into two groups: profitable and not so profitable. With your limited assets in the form of time and money, doesn’t it make sense to make up your mind to focus on the group that will help you stay in business?
Starting today, begin paying more attention and exerting more effort to those customers who are going to help you pay your mortgage. As painful as it may sound, stop spending time on the other group. Your future depends on this decision.
Mike presents a business-building webinar on the third Thursday of every month sponsored by AmaWaterways. To receive monthly invitations send Mike an email with the words “business training” in the Subject Box. You will also receive a link to the recorded version.
For information on Mike’s Fourth Annual Training Cruise, email Mike at firstname.lastname@example.org with the word “cruise” in the subject box.