Why Chase Everyone? Cater to your Core Customers! (Or Don’t ...)

Focus on attracting the customers you truly want, rather than worrying about how everyone feels about your brand or your competition. There's always a segment of customers who are difficult to deal with—they constantly ask for discounts, never offer positive feedback, and are generally a pain in the butt.?

On the other hand, there are customers who are a perfect fit for your business. Identifying and understanding who these ideal customers are is crucial.?

Remember, it's not always about targeting the largest group; it could be a smaller, more specific niche that you're best suited to serve. Prioritize these core customers and aim to attract more like them.

I spoke about core customers recently with a guest on my podcast, “Scaling Up Business with Bill Gallagher.” My guest was Leslie Zane, an authority on harnessing the instinctive mind to accelerate brand and business growth. A marketer, TEDx speaker , and author , Leslie is also the founder of Triggers , a brand consulting firm grounded in behavioral science.?

The Core Customer Trap?

When I mentioned the term “core customers” in our chat, Leslie told me that she thinks “that the core customer is actually a trap.” She then added that core customers are important, and it’s great if you show them a lot of love. But she was very clear about the following:?

“The only way you're really going to get growth is to target the largest number of non-customers possible.”?

Then she mentioned:?

“That's a critical shift to make because most companies spend all of their time trying to sell more to their existing customers. And the fact is, you can only sell them so much [to your current customers].” ?

(Aside: I get a thrill recording a podcast when I mention something that I think is straightforward and agreeable—such as my comment to Leslie about core customers—and then my guest essentially says “No,” and then expertly explains their rebuttal. These are the kinds of conversations that make podcasting all worthwhile. Ok, so back to my chat with Leslie ...)

Leslie’s perspective actually underscores the importance of balancing your focus between nurturing your loyal customers and reaching out to those who aren't yet familiar with your brand. She’s got a good point. This dual approach ensures you're not leaving potential revenue on the table while still maintaining the strong relationships that keep your business grounded.

I’d like to thank Leslie Zane for coming on my show and for inspiring me to rethink my view not only on core customers, but only on customers generally.?

Below, watch my full chat with Leslie.?

The Science Of Your Customer’s Choice with Leslie Zane

Connect with Leslie on LinkedIn and be sure to get her book, The Power of Instinct: The New Rules of Persuasion in Business and Life .

Listen to episodes of Scaling Up Business with Bill Gallagher on your favorite podcast player:?

• Apple Podcasts .
• Spotify .?
• Amazon Music .