Thanks to Adrienne's "Summertime Marketing" course, my August numbers were the best they've ever been.  In the acupuncture and holistic healing world, August is typically one of the slowest months of the year.  Using the techniques and tips in Adrienne's class, not only was our August full with patients, it was one of the busiest months we've had since opening. 

That momentum has propelled us into the busiest 4th quarter we've ever had.  Thanks Adrienne!

Stacey Donelson, L.Ac.

Licensed Acupuncturist & Clinical Herbalist



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Evaluating your Client (or Customer) Base

by in Business Marketing
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Evaluating your Client (or Customer) Base

How do you feel about your clients?  Here’s how you can tell:

You’re on the phone with a client (or customer, if more appropriate).  When the call ends, you announce to no one in particular, “If I could only lose that client!  What a pain-in-the-butt!”

Now let’s change the scenario:  when a call from one of your clients is over, you sigh and remark to those around you, “If I only had ten more like him!”

What are the characteristics of the former, and what are the characteristics of the latter?  If you think about this when you’re driving, you just might be able to define more clearly who your clients are and who they aren’t.


Is it gender?  I have a close friend whose clients are all women.  She’s more comfortable with them.  Yet I know myriad people who say gender doesn’t matter.  It’s the attitude.  How willing are they to listen to the advice they’re seeking?  How open-minded are they to new ideas?

Perhaps it’s age.  You’d rather work with people fifty and older.  On the other hand, you’re more relaxed with those closer to you in age, in their 30s.

In what industries do you have specialized expertise? 

What services are you more passionate about offering? 

Here’s another piece of the puzzle:  what were the circumstances when you closed on a sale?  I’ve learned over the years that, when people successfully turn a prospect into a client (or customer), they write it off to being a good day.

On the other hand, if they lose out on a piece of business, they hold a “Monday morning quarterbacking” meeting with their staffers, or even alone, to try to determine what went wrong.  Perhaps nothing went wrong.  Maybe you didn’t read the signs correctly or went after the wrong type of business.

So it gets back to something you’ve read from me on several occasions:  “The more narrowly you define your markets, they more effectively you can target those markets.”  This focus applies to your existing base, also.  You have the right to love what you do, to look forward to going to work every day.  If you have clients who can’t be pleased, you might be attracting the wrong demographics.  Or, you might not be qualifying your prospects sufficiently.

Looking closely at your existing base will give you a great many answers and some important direction.

Need some help with your Marketing Plan? 

Visit for information on our “Do-able Marketing Plan” workbook and “10-Minute Marketing Plan” program.  You may also visit to sign up for our session on “Easy Market Planning.”

And don’t forget to order our 2015 e-Schmoozing Calendar, just $17.95.  The Calendar will offer you 52 weeks of ideas of whom to invite for breakfast, lunch or coffee every week.  There’s a script that’s pertinent to one of each month’s schmoozing suggestions, to make those initial calls easier for you.  The Schmoozing Calendar is a terrific bargain and a great way to embark upon face-to-face, immediately effective marketing!


Adrienne was a New Jersey public speaker and business expert for over THIRTY years. Now she’s a marketing and referral consultant. Denver and Northern Colorado have depended on her since her arrival here over 12 years ago.

Consulting and speaking to business owners and executives of growing businesses throughout the United States since 1977, Adrienne Zoble has guided companies toward marketing strategies that help them work smart, not hard.