Choose your clients wisely
The old saying goes “choose your friends wisely,” and the code phone number philippines same applies to customers. This advice seems counterintuitive and counterintuitive to logical thinking. Shouldn’t we try to get as many customers as possible? Can a new entrepreneur be picky? Won’t being picky lead to customers retaliating and ruining your business? The truth is that your company won’t be able to satisfy everyone’s needs, so you shouldn’t try. Instead of trying to offer everything to everyone, take some time to think about who your audience should be.
However, you need to be very careful when creating a company’s marketing message. A negative example is the brand Abercrombie & Fitch, which positioned its clothing as for beautiful and young women. In addition, its size range did not include clothing designed for overweight women. Following its marketing path, the company paid the stars of New Jersey Crew (an MTV show, the American equivalent of Warsaw Shore) NOT to appear on television wearing its clothing because they weren’t “cool” enough. Such a marketing message outraged Americans.
A campaign organized by Greg Karber, who bought A&F branded clothing from a second-hand shop and distributed it to homeless people in Los Angeles, had a wide impact. As a result, the American company's sales fell sharply. In the third quarter of 2013, sales fell by 12% and losses exceeded $15 million. This figure contrasts with the profit of $84 million in the same period in 2012.
This example shows that one cannot be arrogant in selecting customers, and even less spread the idea that our products are only for "cool" people.