I often meet business people who are not sure who, are their most profitable 
customers. I find them scurrying, chasing what they think is a viable customer, only to discover it was a discarded penny. They are often confused and frustrated by the time we meet. They are working hard running in a hundred different directions, but are not making any money. They often have high-income goals, but lack a plan to arrive at their goal.
Chasing pennies is a game that I sometimes play with my Granddaughter. We will be in a safe place with a concrete surface. I will toss a penny and she will run after it and return with a big smile. She is proud of herself for finding the penny. She gets excited when I shake the pennies in my hand. She is ready to run after the jingling, almost worthless coins. Are you doing the same?
If you find that you are, STOP! Don’t spend any more money in advertising, printing, website or anything else. You must first decide who will pay a premium price for your products or services. An old saying goes, “It’s not what you make, it is only what you keep that counts.” Ask yourself a few questions:
- Why would anyone want to purchase my products or services?
- What makes me different from my competition?
- Where do my profitable customers hang out? You need to get to know them.
- What would cause them to want to know me?
- Is my marketing plan designed to entice these customers?
Answer these questions and then make appropriate changes to your business. Then be prepared, you might start seeing profits.
Ken Bear Cole
A Second Look Business Consulting LLC
