Zig When They Zag

Zig When They Zag is a podcast that encourages a growth mindset for business leaders. Hosts Jessica Scanlon and Kevin Ring discuss leadership, marketing, and sales topics that help small and middle-market businesses scale. Each episode equips listeners with new resources to help businesses move forward when they feel stagnant. Jessica Scanlon is the founder and CEO of Hot Dog Marketing, a marketing agency in Austin, TX that has served hundreds of growing service businesses in the last eight years. Jessica and her co-host Kevin, Hot Dog Marketing's Director of Strategy, interview each other and discuss topics that CEOs, Founders, and Operational leaders at organizations trying to achieve their next phase growth will find interesting, thoughtful, and inspiring.

All Episodes

Zig When They Zag

Zig When They Zag - Episode 5: How to Thrive in a Slowdown - Know Your Best Customer

September 29, 2020 • Jessica Scanlon and Kevin Ring • Season 1 • Episode 5

Who is your best customer? Hint: it's not just anyone with money.

In this episode, Jessica Scanlon and Kevin Ring discuss how to identify your ideal customer as a small business owner. Many business owners incorrectly think their ideal client is "everyone."

Ideal customers value what your business does. They have a problem that your business is uniquely situated to solve.

Ideal customers:

Value what your business does
Are easy to work with
Understand how your product or service serves them

Action Steps:

Ask your sales team who the easiest clients are to close. Those are the clients that understand the value quickly. They are eager to work with your business.

Ask your client support team who they connect best with. These clients are happy with the value you provide and don't create problems or put up hurdles.

________________

Hot Dog Marketing is a digital marketing agency in Round Rock, TX serving small and medium-sized businesses. We excel in delivering marketing strategy, digital marketing, website design and development, and outstanding customer service.

To work with us, visit www.hotdogmarketing.net