Analyze Your Customers!November 12, 2012
If your business is like most, you put a lot of effort into attracting new customers. After all, that’s an essential part of growing the business. But sometimes it’s more productive to step back and review your existing customers, and perhaps even get rid of a few.
You might be surprised at what you find if you take the time to analyze your customers. Start by listing customers in order of sales….Then make your best estimate about the cost of those sales. For example, you might give volume price breaks to your biggest customers that make them less profitable than smaller customers. But don’t just look at the cost of sales. Ask your sales staff, your customer service staff, and your accounting staff to assign a simple grade to your customers (e.g., A, B, C, D, or F). This will give you a relative measure of how much time and effort each customer requires.
Once you have profitability and customer care information, you can begin to rank your customers in groups from best to worst. The “best” are easy. They’re the customers you should make a special effort to appreciate and retain.
Call us if you’d like to have us help you analyze your customers.
Written by: Doug Rodrigues