Who is your customer?

Have you ever entered a store or business and been totally ignored?

Or worse, have you ever been "dusted off", literally dismissed as not worth the time by a salesperson or business owner who thinks they have better things to do than talk to you? Have you ever done this to a person who has come through your door?

Well it happens. We're human and we make quick judgements based on a person's appearance, how they look, what they're wearing, what kind of car they drive.

My advice is to get over it—anyone who comes through your door is worth your time. No matter what impression they give you. You just don't know who they might be and what the business possibilities are until you take the time to speak with them.

Case in point: a business owner told me about a large, multi-thousand dollar sale he made recently to some folks who came into his showroom one day. They were dressed neatly but in obviously old clothing. One could have easily dismissed them as a lost cause for a possible sale—but they were there to buy and they paid cash!

An old friend of mine, who is well off financially, delights in going to high-end automobile showrooms dressed in scruffy clothes. He recently bought a new Porsche. He said the if the salesman was surprised, he didn't show it—he was courteous and attentive from the moment my friend entered the showroom. Smart salesman.

In our marketing practice, we think knowing who your Ideal Customer is, is basic to an effective marketing strategy. That is: knowing the characteristics of your most "likely" customer so you can advertise and promote to other people just like them. This makes ultimate good sense—if your average sale is to men, aged 50 to 60, with a household income of $100 thousand and up, married with 2.5 children and living in the city centre, you just go out and find more of them by advertising in the places where these people hang out.

But, if anyone else happens to walk in your door, don't "dust them off", if they buy, there was no cost of that sale!