Who is NOT your ideal customer?

When I think back over all my years in sales and marketing, I realize that many of the businesses who have done amazingly well have been very clear about who is ‘not’ their customer.

Here is a great example:

Paddi Lund is a super successful dentist in Australia.  

Paddi decided a few years ago that he only wanted to do business with people who had been referred by his existing clients.

Which meant that everyone else was not his customer.

Once he decided that people who had not been referred were not his customer Paddi did something very interesting. He took down all the signage for his dental practice; he made his dental phone number confidential and stopped all advertising of his services to the general public.

Paddi focused all his marketing efforts on his existing clients and invited them to refer their friends and family members if they thought they would value the type of dental services that he offered.

This worked very well for Paddi.

Deciding who is ‘not’ your ideal client could be a useful marketing exercise for your own business as well.

Take Action:

Think about the products or services that you offer. Who is ‘not’ your ideal client for these products and services?

Today’s quote: “Everyone is not your customer.” – Seth Godin