Identifying Ideal Customers

During this October’s Coaches’ Counsel Q&A, an HVAC Contractor in Washington asked:

“I need help identifying ideal customers. Do I really want the customer who’s going to wait all year for the low-cost special?”

Tim Williamson of Contractor University’s Next Level Coaching program began by acknowledging that the question’s asker had a point.

“Do you want that? Let’s look at what your options are,” said Williamson. “I’m not going to target that demographic with my tune-ups. Instead, I’m going to target my ideal customer.”

Williamson says that a large part of building a customer base is understanding what good customers look like for your market. “Where do they live? What is their income? And what do they really appreciate?” asked Williamson.

“My job as an owner is to make sure my guys’ schedule stays full if it’s a race to the bottom,” explained Williamson.

Contractor University members can register for upcoming Coaches’ Counsel sessions by visting the Contractor University event calendar.