Sit down with your team and agree the following:

1. Who are your most profitable customers types

   Examine the most profitable customers types from each sector of your business.

   Write down:

   • Their calculated lifetime value.
   • How they became customers.
   • Which media, method or marketing technique recruited them.  What do they use, trust and respond to?
   • What characteristics they have - their persona.

   Your objective is to find more people like them.
   .

2. Which of their needs do you fulfil?

   Consider the needs that you fulfil and the problems you solve.  Compare these to the particular requirements of each customer segment, which might be:

   • Trusted, professional expertise

     (which gives the customer peace of mind that they're being looked after properly).

   • The best price

     (actually most people are more interested in getting good value for money).

   • Friendly, immediately available individual help followed up with excellent on-going customer service.
   • A quick, flexible and straightforward process.

Now move on to how to contact them, what to say and when/how often to say it.