You can boost your home-based business’s bottom line by not treating all of your customers and enrollees equally.

Don’t get me wrong; I am not telling you that it’s OK to mistreat your customers and enrollees or give them anything less than your full respect and courtesy. What I am saying is that your customers and enrollees probably fall into distinct groups, each of whom must receive distinct treatment in the form of distinct messages and the amount of effort you put into marketing/training/mentoring/supporting each group.

For example, you may have regulars who frequent your home-based business and know you and your employees by name. You may have enrollees who are serious about showing your home-based business opportunity and expanding their organizations. These are the people responsible for the majority of your income and steady profits. Even more importantly, they can be your loudest and most ardent advocates. Do absolutely everything you can think of to treat these exceptional people like royalty. These great people probably know other similar people who would do just as good a job… so invite them to bring their friends and give them plenty of incentive for doing so. Make absolutely every effort to keep these excellent customers and top producers happy and coming back for more.

Next are repeat customers who aren’t quite regulars, or associates who are working their home-based businesses but who aren’t totally committed to them. These are the people you want to give special training to or alert to special sales, promotions, or new product or business opportunities that they may be interested in. In short, give them a reason to come back. Even better, tracking customer purchases and enrollee activity allows you to pick and choose the people who hear about these topics and receive training and support from you, thus saving you time and money by only working with the most likely candidates. Carefully targeted marketing, training, etc. will give minimize your effort while maximizing returns. This group is typically marketed to and supported less often and for more specific reasons and events than your true regulars.

Next in the pecking order come people who have bought from you once or only on occasion, or enrollees who are not actively growing their home-based businesses. For this group, I typically recommend sending out periodical reminders such as catalogs, coupons, etc. but not going to the trouble or expense of regular mailings/trainings or other contact.

Last come the people who have never purchased from you or enrolled in your home-based business opportunity. Market to this group regularly, using careful pacing to make your resources last and innovation to get them interested.

Sorting your customers and enrollees into groups allows you to invest the most effort where you will obtain the greatest reward while ensuring that nobody gets ignored. Carefully targeting your marketing and training to your various audiences will save you time and money while giving each group what they need to get the best results.

Avoid the temptation to lump all of your customers or enrollees together. Make that mistake and you will expend far too much effort for people who will, to be blunt, not produce. This means that you will be trying the hardest to get the smallest possible reward for your efforts. The “one size fits all” approach also neglects your most frequent shoppers and most active enrollees because they won’t necessarily get the attention they deserve to keep running at peak efficiency. The bottom line is that the last thing you want to do is marginalize the very people who are giving you the most… for they are the proverbial golden goose.

The small amount of additional effort required to sort your customers and enrollees into groups that you can then target your marketing and training/support to will more than pay for itself in both time and money savings, and, most importantly, in increased home-based profits. Play favorites!

Anthony Hernandez

Anthony Hernandez is a Certified Guerrilla Marketing Business Association Coach and author of Guerrilla Marketing Success Secrets with over 20 years of successful self-employment experience. He is proud to be a co-founding member of the MOXXOR WORKS Team. Visit the MOXXOR WORKS Team web site to learn more about the MOXXOR WORKS Team and our home-based opportunity.