The Ideal Customer


Before you begin to pick up phone, or write a letter, the starting point is to target the ideal customers, or ideal potential customers.

One of the best places to start in finding your ideal customer is with your existing customers. List down those 10 to 30 customers who are current, active and successful. Think about what kind of company, organization or individuals that they are.

If you sell to businesses consider the size, nature and location of the company. Whereabouts are they based geographically? What kind of business are they in? What are their size, turnover and other factors that may influence their suitability?

What sort of attitude must they have towards your products or services? What facts would you need to check for to make them a suitable prospect? Who would it be best to contact within that organization? Is there anybody else that you could also contact who may be easier to get through to on an initial call?

If you sell to individuals or consumers, you may want to consider what time of day is best to catch your potential prospects in, what are their ages, hobbies, background, social status, and income etc?

The importance of carefully targeting ideal customers twofold. The first is that we make greater use of our time; by not wasting time with people or companies who can’t or won’t buy, we can increase our chances that our time spent prospecting will pay off.

We can also protect ourselves from some of the rejection that may come with telephoning for appointments. It is no secret that when you are prospecting by telephone, you are going to get a lot more ‘nos’ than you might do when you are seeing people face-to-face.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, and my Lectures.

 

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Just about Cash Flow


Cash flow is different from profit. Profit is the difference between revenues and expenses. Cash flow is the difference between receipts and disbursements of cash. Profit may flow whether or not anybody has paid for anything. Cash flows only when somebody pays for something. Time after time, businesses with good sales and good profits go broke. It is surprisingly commonplace. The problem is the the cash doesn’t flow when the profit flows.

The explanations for the large number of new business failures, undercapitalization, inadequate management, and poor marketing, may be valid, but the overwhelming reason is that the managers did not understand cash flow. They behaved as if profit were cash, which is not. They acted as if all that is needed to win the business game is to make a profit, which is not true. Cash is different from profit. You need both to win the business game.

A business can survive and thrive only if it has both positive profit (not losses) and positive cash flow (more flowing into the bank than out of it). To win you must produce more than you consume, and you must do it in such a way that you can meet critical payments as they come due.

Profit may be the most common measure of whether a business is winning or losing, but cash flow is the most critical measure. Businesses can survive a surprisingly long time without profit. They die on the first payday there is no cash.

Your company’s bank is like a jar is a reservoir, so it is the gas tank. And what is in the reservoir is easy to measure. The amount in the reservoir is what was put in minus what was taken out. A convenient way to measure whether the supply is increasing or decreasing is to measure whether more was entering or leaving during the most recent period of time. Cash flow into the bank account is such a measure. How much is in the reservoir is of intetrest, of course, but it is changed by changing the cash flow.

My Consultancy–Asif J. Mir – Management Consultant–transforms organizations where people have the freedom to be creative, a place that brings out the best in everybody–an open, fair place where people have a sense that what they do matters. For details please visit www.asifjmir.com, Line of Sight