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Find and Cultivate Your Ultra-Customers

Most of the stuff you own is stuff you don’t need. Let me repeat that. Most of the stuff you own is stuff you don’t need. I’m talking like 70% of your stuff. You don’t need it now — and probably never did.

In fact, most of us could throw away 30-40% of our stuff and never miss it. Clothes we haven’t worn in months or years…books or movies we read or watched once…tools that fixed one problem once.

So, if we didn’t need it, why did we buy it? Because we wanted it. And God Bless America, if we want something and can buy or finance it, we get it.

That’s an important factor when it comes to identifying what I call the “Ultra-Customer” — they buy what they want.

Another identifying factor of the “Ultra-Customer” is buying with emotion — but explaining the purchase with logic. Many of us do this. For example — you wanted those expensive shoes, but you explain to your husband that you need them to look your best at work in order to get ahead. Or you wanted that BMW convertible as your business vehicle, but you explain to your corporate partners that you driving this kind of car makes the company look successful — which supposedly attracts a better clientele. Or you buy Ghirardelli Chocolate Squares whenever you go to the grocery store because it’s your favorite treat, but every time someone sees you eat a piece, you recite the health benefits of eating dark chocolate.

Still another factor: the products or services that we want most often are usually the same brand. Check your clothes, your electronics. Look at the food in your pantry — crackers, cereal, any canned or bottled food. What restaurants do you go to week after week? The same ones, right?

The Ultra-Customer buys to fill an emotional vs. practical need. He or she buys for satisfaction, not survival. They are very, very brand loyal —perhaps  even advocates. The Ultra-Customer is the customer you want — the customer you should go after with most of your time and much of your marketing budget.

Even though Ultra-Customers may only comprise about 10% of your customer base, carefully cultivating the Ultra-Customer can give you substantial and sustained growth.

Here are the steps:

Find them

The easiest way to find them is look for repeat customers. Those who you expect to see or get an order from every week or month.

Interview them

Find out exactly what “want” you’re fulfilling. Even if the “want” is that you have a convenient location, it counts as a “want.” More than likely it’s something you’re selling that they have purchased many times. Mark it down.

Segregate and elevate them

As psychologist William James said, “The deepest principle in human nature is the craving to be appreciated.”

You can elevate their status by creating a separate VIP club or level. Or you can just go the casual and simple route and give them a special T-shirt that only members of their group can get.

Create special messages

Create special messages that are less selling and more focused on how to better use and enjoy what they buy from you.

Ultra-Customers aren’t the only customers to go after, but they can help you build a solid base of business. And they may even provide enough revenue for you to buy more stuff you don’t need.

About The Author

  • Author | George Farris
George Farris is CEO and Senior Brand Coach at Farris Marketing. Connect with George on LinkedIn using the icons above.

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