One of the biggest mistakes you can make as small business owners is try to serve all customers who walk in to your business equally. Not all customers are created equal. It is your responsibility to find the customers that are “right” for your business. Many business owners, however, struggle to find these “right” customers. They either go about finding them in an ad-hoc fashion or not worry about it at all. This could be a mistake.
You can use 2-step process to find the right customers. It involves first understanding what value your business has to offer and then identifying the customers that appreciate them and are willing to pay reasonable money for it. In the marketing literature, this is known as finding the customer segments that match your business. Broadly speaking, there are three ways to segment your customers.
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