Create the right strategies for your right customers

Once you’ve determined what your right customers look like, the next step is to create strategies to acquire those customers. This is, of course, part of the process of planning, discussed earlier, and it now carries an even more specific focus. Now you’ll be determining the specific steps and actions you’ll take that will win over your client prospects and engage them as good customers.

Strategies can be separated into two types: generic and specific. The generic strategy is based upon the premise that truly successful and outstanding companies must excel as one of three generic types:

1. The low-cost leader.

2. Differentiated by exceptional customer service.

3. Differentiated by exceptional products or services.

The specific strategies describe in clear detail how these generic strategies will be implemented in your company.