Promotional through the ideal customers

From ratio 80/20 you will get the customers who will contribute 80% of your total revenue. The next question are they your ideal customers? The answer : they are not exactly your ideal customers. Because your ideal customers will double your current revenue. How do they do it? They will double or even multiply it by using the power of mouth. The ideal customers are so dependant to you. They are madly need you. You can even say that they are so dependant to you hence they can not live without you. Form the ideal customers you can expect the satisfied clients who will have no complaints to your products and services. The will promote you, without you are asking for, through the power of mouth.

How do you identify whether the existing customers are your ideal customers or not? To identify it you should conduct the survey. And the survey should be done by yourself as the owner for initial stage of the business so you will have a better feeling and understanding your customers. The survey could be divided into two categories i.e qualitative and quantitative survey. Qualitative survey will describe who is your customers. The quantitative survey will determined the reason of your customers to choose you. Classify your customers and prepare the mean (average) of your tabulation. Input the mean into the table and label it as existing customers. Next stage, prepare the other table and label it as your ideal customers. You can imagine the five classification of your ideal customers and put it into the table. Compare these two tables. The gap between these two tables describes the gap between your existing and ideal customers .

From the above you will get the figure about your ideal customers. Be focus on them and put all of your effort and strategy to satisfy them. And they will double your revenue as a feed back.

Pareto Law in Marketing

Marketing strategy has been applied to gain our clients as many as possible. However, have we ever asked whether our existing customers are our ideal customers or not. Do you also know that there is Pareto Law in maketing or 80/20 Law. Pareto Law could be happened in our daily activities.E.g : Check your e-mail last weel. You will notice that 80% of your incoming e-mail has been sent by only 20% of person in your total number of your address e-mail list.

Application of Pareto Law in marketing can be used to identify that 80% of our total revenue has been yielded by 20% of our customer. The effort in marketing whether promotional, advertising, Public relation, salesmanship etc should be concentrated to reach and satisfy the 20% clients. Our clients who will bring 80% of our total revenue.

Hence we should start to identify that particular clients and be focus on them to reach and satisfy their need. Your marketing startegy wil be more focus to achieve and even over the target.

The answers for your marketing problems

The application of marketing is a mandatory for whoever want to start their business or want to increase the number of business in your working place. We should consider many factors and choose the best marketing strategy in order to be more competitive in front of your clients. Your option could be the pioneer or the follower in the business and each option brings its consequences. The marketing itself is required to change the uncertain condition to be certain condition, something easier to be measured.

This blog is only the sharing place and a little contribution from the author based on some literature and professional experience as sales and marketer in B2B business. Many ideas and concept has been introduced to us. The best strategy and concept depend on condition and experience. Choose the concept suits to your system and condition. The decision is in your hand as the best consultant for your own business.

Marketing is a kind of art as so many creativity involved to change something uncertain to certain condition. The art of marketing involves not only logical aspect but also emotional aspect, region preference, ethnic, etc.

In the global financial crises recently we still required the application of suitable marketing strategy. Even in the crises many companies has reduced the number of man power, still the company requires the marketing person. As even in the crises, in order to survive the company should receive the income whether from existing business or from new business.

During the crises you should change the marketing strategy. One of my literature offered the strategy by provoking the customers. In this way, you should increase the aggressiveness not only offering the solution but also provoking the customers to use your product or service and having the benefit from you. You decide which one is the best. This blog is only offering you the alternatives to be used. The second way is internal changing inside your company. You should adapt to your environment. During the crises you have the option to look at inside your company. Evaluate your core competence. If you already knew your core competence, you can start to change the kind of service and product to be offered to your client. The source of input for evaluation or core competence as well as the the changing of nature of your business should be gained from all level of the company. So you will have more complete picture for your objective.

E.g :

An engineering and contractor for water treatment company, which used to sell and build the installation for water treatment, has many engineer who are able to design, construct and maintain the water treatment plant. The ordinary process after the construction is continued to after sales service period. Engineering people has be equipped with the knowledge and skill to repair and maintain the plant during the warranty period. Many of their client has no man power and capabilities to repair and maintain the plant once the warranty period finished. The company has noticed there is opportunity to offer the man power and gaining the maintenance order from the clients. During the crises many clients has deleted their projects which consumed the big portion of their annual budget. However they still keep the routine budget for maintenance and consumable parts. Form this angle, the company once again noticed 2 opportunities to offer the skillful man power and to offer the financial investment. The source of fund could be gained from company's own fund or by getting the fund from the bank. As the result, the company offered the water as end product to the client. The problem of man power and financial has been removed from the client's side to the company side. The necessity to have their own man power and invest in big amount has changed the nature of business of the company in order to survive during the crises period.