Your Core Customer

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Who is your core customer? What customer are you actually targeting? Who are you going after? The core customer, the one that you're targeting is like your buyer Persona for the person that you actually want. Not everybody who's on your list right now, but the people you want to go for the thinking. The idea here we draw mostly from Bob Bloom's work in Inside Advantage. In that book, Bob Bloom passed away a couple years ago. Lovely human being, and he speaks to core customer and brand promise. We'll cover brand promise in a subsequent one. But the first thing is figuring out the core customer. And sometimes you could have a couple. But let's talk about the core core customer. To begin with, the core customer is the one you want more of. They're a customer that loves you, that would recommend you heartily and that pays your full price. It's not your cousin who you gave a special deal to and raves about you all the time, right? Raves about you because they're related to you because you gave them a special deal. It's the person who pays your full price on time, like all that and really loves you. Those customers are the people we want to start to find the through line. So you find a few of those who are your top 20% customers and that you would not hesitate to work with again and again. And then we start to look at what are their essential qualities, what makes them who they are. You might interview them, you might visit their offices and homes, you might look at things, you might get on a zoom with them, you might send them a survey, you might ask each other about what makes them tick. And you should start to find some things at first that are pretty obvious, like the size, the revenue, the age, the education, things like that, the demographics. That's a little bit interesting, but we Want to find the more qualitative things that define them, that connect them. I noticed that my core customers are number one. They have real ambition. If you have modest ambition, I'm not as excited about you, you're not as excited about me, like we're not as great a fit. If your ambitions are more modest, if you've got big ambition, that's great. The second one is like you're hungry to grow, you're looking for coaching, teaching, that kind of thing. You're not a smart rep who's figured it all out and who nobody can tell anything to. Trying to prove yourself. You actually are open and learning. And the last one is kind of a personality fit for me. So my core customer is really like, appreciates my informality, my creativity, like my irreverence. And that's not for everyone, it's totally fine. But the people that I like to work with value that. And so who is it for you? What are the qualities? What's the personality type? What are the characteristics? You want to distill that down and then start to figure out. Now I mentioned before that you could have a couple. In our old jewelry business, we identified two. We had the collector. This is the end customer, the end user, the person, the woman who wore our jewelry. And we called those people collectors just to distinguish from customer. So giving them a specific name is useful term. And then the second part was the second customer. In our case, we called them partners and these were retailers. So who actually bought our jewelry in those days anyway was a retail store, could be a department store, could be an independent store, whatever, but it was a retail store and they would buy our customer not because they, they particularly loved it, but because they thought it would sell to their customer. So we said, we have partners, these are retailers and we have collectors. Partners and collectors were our two types of customer. And for one, our product was fuel for their business engine. And for the other, it was something that made them feel special, right? And empowered, their self expression. So you want to think of who those people are and what makes them unique. What kind of person would buy your product and service? And you could have a couple. Just don't have too many, especially when you're small, because if you have too many, you're trying to cater to too many different groups and you're going to water down your effectiveness and you're not going to be effective working with too many different groups. So pick a couple and focus in on those. When you get good at those, you can debate whether or not to have more, but the core customer ought to be described in fairly rich terms. I hope that's been helpful. We'll talk to you again soon.

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