Skylark Communications Blog


Honesty is the best policy

When was the last time you sat down, looked at your client list and really analysed it? I mean properly, not just with a happy smile on your face that so many names are listed there. Properly means mining the list for the relevant information that will help you grow your business. Who are these clients? Not their names but their categories – their profession/sector, the number of times they use your service or buy your product, how much they have been worth to your business in the last year, how has their spending pattern with you changed since they first came on to your books?

If you haven’t attempted such an analysis for some time (if ever), then you should – and as regularly as possible. Knowing exactly who your customers are – who they are, how they interact with your business, what they buy, how much they spend – gives you valuable information on which to base decisions about how to grow your business going forward. Are you spending a lot of money marketing to sectors or sections of the population who are high-maintenance, low-return? Or are you lucky enough to have regular, trusted clients who buy from your full range of services or products?

Only by being honest with yourself about exactly who your customers are, and the type of customer you want to have more of, can you grow your business in any meaningful way. You may have personal goals that mean you need to change the type of clients you attract – I was speaking with a client earlier today who confessed that in two years’ time she doesn’t really want to be travelling hither and yon to deliver a half-hour massage. This honest self-assessment helped her see how she may want to start positioning her service offer in order to cut down the number of low-return clients.

Be warned this isn’t navel-gazing – this is structured analysis that will provide you with valuable information about your business. Go on, delve deep and see what it reveals – you may be surprised what you find out!

This entry was posted on Tuesday, June 28th, 2011 at 1:03 pm and is filed under Fresh News. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Leave a Reply


Our Communications Review
 is just the start of a process designed to highlight potential improvements to your marketing and communications.


Gain the skills and confidence to write beautiful Blogs, top Tweets, fascinating Facebook features, scintillating sales letters and all manner of marketing and business communications – both on and offline.

to find out how to Grow As You Learn.