By Drew McLellan – Small Business Branding:
Most bad customers are not really bad customers. They’re just bad customers for you. They’re a bad fit. And it’s your fault.
Many businesses don’t want to miss out on any sales opportunity, so they say they can do everything. They don’t want to define themselves and risk losing a customer. So the poor customers are out there trying to comparison shop and everyone looks the same. So they take a stab at it and sometimes they guess wrong. Which means you have a bad customer on your hands.
Think of all the jewelry stores you can. Now, think of their advertising and positioning. Pretty much the same, aren’t they? Love, romance, tell her how much you love her… etc etc.
Now picture their actual stores. They blend together, don’t they? The merchandise is about the same; the clerks are about the same. They don’t make a point of standing out.
So how can a consumer tell if they’re a good fit? Find out here.
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