Many companies spend big bucks attracting customers who will never stick around long enough to pay back what it costs to acquire them. Are you wasting your marketing dollars on bad customers?

Bottom Trollers

Photo by antwerpenR

You know the type. They want a prime time appointment for a loss-leader oil change special, show up late, grumble about how long it is taking and then refuse to provide any personal information other than their credit card. That angry knot in your stomach just knows you will never see them again. Talk about a bad investment! What you need to do is shift your marketing focus to increase the yield of loyal customers.

Study Failures

Warren Buffett, one of the most successful investors in the world, has concluded there is more to be gained by studying business failures than successes. When analyzing the effectiveness of marketing expenditures it is more important to look at what didn't work. If all you are attracting is bottom feeding bargain hunters you need to change your marketing approach.

Change Your Aim

If you focus your marketing on price alone that is the market segment you will attract. If you want to break out of that segment you will need to give some serious thought to how you are attracting customers.

Know What You Want

First thing is to define a description of a 'good' customer. You need to have a vision of what you want before you go looking. Just review your present customers, decide who you would want to do more business with, and list the qualities that make them attractive.

Then look at why you are not attracting them. Look at where you are advertising and ask yourself if they would use this media. Look at the image and message your communicating about yourself. Would your target customer be attracted?

Alternatives

Rather than using price focus on value. Add features to you service that others don't to prevent direct price comparisons. Use different descriptions for common services. Offer discounts to customers who refer a friend. You could also reward them with points which can be used to pay for your services. Create a contest that only some customers receive. Create specials that routinely change and are only available on your website. Use the power of exclusivity with Members Only promotions on your website.

Bottom Line

The goal is to not attract customers solely on price alone. Sure some people may pass you by but you may be further ahead without them.

Hope this helps,
Doug

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About the author:

Doug Fentiman is an authority on auto repair shop website marketing and founder of Robert Maxim International. Robert Maxim provides an inexpensive, easy to use website based marketing system that is designed from the ground up for automotive service and repair shops. We help shop owners build profitable businesses from lasting relationships with quality customers.