This classic clip from Mall Rats, is all to prevalent. Today it seems businesses view their customers as problems, not the key to their success (It might be why retail stores are struggling). If you need to convince customer to work with you or you have “asshole” customers, it’s your fault. You have set the wrong expectations and you need to scrap your marketing plan and start over from scratch.
Your business exists to meet the needs of your customer. Do you know what problem you are trying to solve for your customer? It’s not to sell them stuff. More importantly do you know who your customer is? Here’s a hint, it’s not everyone. It’s a specific type of person with specific problem.
You need to clearly define who and what that is, then spend all your time doing everything you can to recruit that customer. Your marketing should be so clear that customers self-select themselves to your door, begging to work with you and paying the sticker price.
It starts with doing an “ideal customer” exercise. In detail list out what the perfect customer would look like. This will give you clarity in creating a position statement. Once you have a clear position statement all of your marketing efforts should align with that.
Now when customers can clearly understand what you do, they will self-select in or out of your sales pipeline. You will be greeted by people excited to work with you, not looking for extras or discounts. When your ideal customer comes to you, you must be entirely focused on solving their problems.
The saying “you get what you give” applies here. If you want all their business, you must give them your all first.
Finding the right customer is how to keep asshole customers away. Solely focusing on your ideal customers success is the path to your success.