The three types of customers will not surprise you; their classifications are almost self-explanatory. Whether a customer is
influences his or her
They are your long-
With positive customers, the cost of change can become a more formidable
Your strongest support from positive customers occurs when your unique strengths achieve their goals and produce measurable benefits. Therefore, ensure that they know how your company helps them to achieve their goals measurably better than
A good indicator of whether your customers fit the positive category is their willingness to write reference letters. These endorsements highlight the goals—and measurable benefits—you help them achieve. Use them with other potential customers in the same market segments. Provide them a sample reference letter to save them time and effort. In addition, nothing is
You usually wait for neutral customers to contact you first. At least you know they are serious about buying something—maybe even from you. You use the courtship selling mode with them. Your objective is to move them to the positive category or at least stop them from sliding into the negative category. If you can show them how the measurable value of your unique strengths matches up to their goals, you will achieve your objective. Competitors are planning to do the same thing, but they do not consciously think in terms of measurable value; you do. Thus, they do not stand a chance in the battle for the neutrals.
They are long-term and loyal customers—of competitors. You use
Now, let us examine the details of the nine filters.