THE TARGET CUSTOMER The customers you need to attract to your salon are the ones willing to purchase. That’s obvious! They are the so-called "target" customers (from the English “target”, meaning a pre-established objective). But who is the target customer? They are the ideal customers, who choose your salon among your competitors because, trusting you, they rely only on your skills as a groomer. This is a customer who is willing to purchase, who wants to do it personally and who has no problem investing more if you offer them new treatments for their pet. This is someone who can spend a fair amount of money at your salon every month and is willing to follow your advice and buy the products you offer. Obviously, your goal is to have lots of target customers. And, in any case, a FEW target customers are better than MANY ordinary customers. By "ordinary" customers I mean those who are less inclined to spend, who would not think for a minute about entering the competitor's salon to save little money (even if the quality is inferior) and are not interested in your suggestions, additional treatments that you propose for their animals nor to the products you recommend. Now the question is: why are some salons full of target customers who spend large sums and others are frequented only by ordinary customers who are never happy and even ask you for a discount? The answer is: positioning. THE POSITIONING Target customers will only enter your salon if you are well "positioned" on the market and... in their minds. Yep, you got it right! The positioning I'm referring to is precisely the "place", the position that your salon occupies in the mind of the target customer in your area: you must keep your salon front of mind for your clients. In marketing, this is a fundamental concept that you absolutely must make your own if you want to be recognized by your customers. Article extracted from Zampotta Pet Business Via Agudio 3, Como (CO) Tel. 031 301059 info@zampotta.it