Having a 30% Market Share Is Cool

But it also means that 70% of customers don’t buy from you

Winning and retaining non-customers is a smart strategic move.

But not all non-customers are the same.

There are four groups of non-customers.

– Competitor’s Customers

– DIY Customers

– Unaware Prospects

– Unrealized Need Customers

And you need to decide which of them your strategy will target.

Simply put, non-customers are people or organizations that don’t buy your product.

But they may do it for various reasons.

Competitor’s Customers are those who buy similar products from your rivals.

DIY Customers are those who have a problem you may solve but prefer doing it themselves.

Unaware Prospects are potential customers who don’t know that products you and your competitors sell exist.

Unrealized Need Customers are those who have the needs you can satisfy, but they don’t realize it.

The first two groups look like low-hanging fruits.

But you’ll need to offer them a lot to lure them.

The third and fourth groups are hard to win, but you’ll enjoy a high margin if you do.

Which one will you choose?

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Read also: Seven Deadly Sins of Strategy.

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