Who’s not your customer – Part 2

B2B, Business, ideal customer, Marketing, Positioning, Product Management, segmentation, single target market, Technology

Yesterday I spoke about why having a “Whos’s not your customer” can help put a check from you getting de-focussed from your Ideal Customer / segment / niche.

Who’s not your customer can be seen from different angles – lets explore that in a little more detail.

If you are in the technology space in B2B then it could be – all customers who still use physical IVRs cannot be my customers or all customers where the CIO reports into the CFO cannot be my customers or all customers who don’t use “cloud” cannot be my customer.

Inspite of being in the technology domain you could have non-technology disqualifiers as well – like the CIO reporting to the CFO or if the customer does not have a specialised program for diversity companies. Another disqualifier could be all companies who ask for a credit period of more than 30 days. Depending on the kind of business you are in you can choose the people you don’t want to work with.

Depending on the business you are in these , these disqualifiers help you fine tune your company’s ICP even more. So suppose you are a small company in IT services. As part of the the ICP you realise that you would like to work with multi billion dollar enterprises. However these companies might have payment terms which are 90 days credit. Now even if you were able to get this kind of a customer you may realise that you cannot sustain that kind of credit terms and your business suffers.

In this case it would be a better idea to identify multi billion dollar companies who have payment terms of less than 30 days only as your ideal customer. This way you don’t waste your energy.

As I mentioned yesterday – sometimes when looking at just the positive side of the ICP can defocus you. By identifying the people whom you cannot do business with, whether based on technical or non-technical criteria can dramatically improve your chances of success.

I would like to see your comments if this idea helps you as well.

Till next time then.

Carpe Diem!!!

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