One of the most common mistakes of marketing is trying to please too many people. That is not to say that you don't want to make all of your customers happy, but instead, it means that a well-developed marketing plan will identify and select specific groups or segments of customers to be your ideal target. Segmentation, targeting, and positioning is the process by which you choose your customers. Marketing is designed to recruit new customers, to help inform existing customers, and to maintain presence in your market for your business so that when a need arises for your services, you will be front and center in the customer's mind.
If instead, you try to appeal to all potential customers, you will find that your message is unfocused, you will likely attract customers who are not compatible with your desired business model, and thus complaints may rise and 'issues' regarding pricing may grow as well. You will likely find that your team spends an inordinate amount of effort and resources trying to satisfy clients who are not a good fit for your services, and who likely don't contribute much to the profitability of your practice.
The ideal marketing plan segments your potential customers by criteria such as income, location, number and type of pets, spending patterns, and other relevant criteria. You can then customize your plan to appeal to a specific group of potential customers, and you can develop and position your service offering to be compatible with that target group. When done properly, your marketing efforts become much more effective and efficient, which is the goal.
Take the time to use Segmentation, Targeting, and Positioning (STP) to select your ideal customers for your business. If you have questions, you can submit them confidentially at IsMyPracticeHealthy.com.
