Sbc how to grow through new and existing customers february 2010

How to grow through new and existing customers

Small-Business Community

how to grow throughnew and existing customers

Why does it matter to small businesses?

Every business needs to keep

existing customers and acquire new customers to survive


Why does it matter to small businesses?

• Helps you to target groups more effectively• Helps you to look for new customers in the right

place• Helps you to keep existing customers• Helps to focus marketing activity


Who are your customers?

• Get to know your customers• Gather data• Analyse your findings• Allocate your customers to groups


Profile your customer

• How do they use your products or services?• What benefits do they look for?• Where do they live/work?



• What makes a customer profitable?• List attributes• Consider where you can

find more like them



• Who buys?• How frequently do they buy?• How do they buy?• Why do they buy?• Why do they buy from you?


Which customers are profitable?

• Use your own experience and knowledge• Analyse sales and profit figures• Look at buying patterns


Customer groups – examples

• Low value• High value• Regular user• Occasional user• Location• Product/service• Age/sex/location


Which customers are the most important?

Cash Cow Action Rising Star Action

Question Mark Action Dead Dog Action

Customer matrix


Customer groups – which ones?

• Select/focus• Satisfy needs• Messages relevant to group• Cover costs


Target list

• Build a customer list• Decide on the method of

communication:– Direct mail– Advertising– Personal contact


Building customer relationships

• Order processes• Regular communication• After-sales service• Sales service• Complaint handling


New customers

• Use existing profiles• Build new lists• Meet new people


What next?

• Establish which customers are profitable• Profile your customers• Define customer groups• Decide which group you will target• Compile a list of prospective customers• Plan your communication methods


Find out more

• For more useful advice for small businesses wanting to build on their marketing knowledgewww.cim.co.uk/sme

Sbc how to grow through new and existing customers february 2010

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