Know thy customer…Yes, easier said than done. This will require some work, but the rewards will pay off. You cannot push this off on someone else, or just skip over this part. Why? Because only you can determine your ideal customer.

In fact if you take the time to learn about your customer you will be light years head of your competition. Just go back to the requiring work part. Other window cleaners will not take the time or put in the effort. They are too busy looking for the next job rather than looking for the right job. Most window cleaners make the mistake of believing that “everybody’s my customer”.

How do you find out all this information? Ask your best customers. Your best customer are your best customers for reason. They are enthusiastic about your service. You have done something right in their eyes. It make sense to find more of your best customers. Anyhow most people are eager to help. Your best customers will be no exception. They will be thrilled you ask for their input.

You need to go beyond geography, and demographics. You need to find out what your customers are thinking. Why do they get their windows cleaned? What do they expect from you? Before? During? After? Why do they have you clean their windows? What did they like most about your window cleaning business? What did they dislike about their last window cleaner? These are just a few questions…can you think of any more?

Once you know the answers to these questions. The next step is to observe your customers. Do they live in the similar kinds of homes? Subscribe to the same magazines? Attend the same events? Belong to the same associations?

You are looking for something in common. Most people are drawn together by a something. It could be anything, and something your competition easily overlooks. Find that commonality and you can now target your dollars towards this group.

When I first started out I went after zip codes. However I kept getting calls from customers who would only want outside only, just upstairs, or downstairs windows cleaned. I realized that these were renters, were very price conscience.

I then went after only homeowners within a certain zip code. However I was still not happy with the results. So, I started to look for something in common. After some research I noticed that my best customers shared 3 occupations. CPAs, Engineers, and Business owners were where I got my best customers. I got this information by asking my customers during causal conversation while cleaning their windows.

I really focused my efforts on this new information. I got list of each group within the zip codes from various sources. I was able to customize my marketing to each group and the results were explosive.

What can you do with this information? Will you find the common links within your customer database, and use it? I know you will enjoy the rewards if you put this to good use.