| In this edition:
• A quick recap of the S.U.R.G.E. process and why it matters.
• What the “S” in S.U.R.G.E. stands for and how it can help your business grow.
• Practical steps for identifying your top customers and understanding where they hang out.
• Tips on how to engage with your customers in those key places.
As I’ve been diving deeper into Surge by Mike Michalowicz, I’m learning how the businesses that thrive are the ones that recognize opportunities early and know how to ride the wave. It’s an exciting concept that I want to share with you. Today, I’m breaking down the first step of the S.U.R.G.E. process—Separate. We’ll talk about how to find your best customers, figure out where they hang out, and how you can use that info to grow your business.
A Quick Recap of the S.U.R.G.E. Process
We’ve identified a five-step process for spotting and riding the waves of market demand. Here’s a quick rundown of what each step means:
1. Separate: Identify your top customers and study where they gather.
2. Unify: Look for what your top customers have in common so you can reach them more effectively.
3. Refine: Perfect your product or service based on what these customers need most.
4. Gather: Build your marketing strategy around the places your customers gather.
5. Expand: Use what you’ve learned to scale up and grow your business with confidence.
Today, I want to zero in on the first step—Separate—and show you how identifying your top customers and understanding where they congregate can set the foundation for everything else.
What Does Separate Mean?
The Separate step is all about getting crystal clear on who your top customers are. These are the people who love what you do, value your service, and keep coming back for more. But knowing who they are is just the beginning. You also need to find out where they spend their time—both online and in person—so you can meet them where they are and engage with them more effectively.
How to Identify Your Top Customers
Here’s a simple process you can use to figure out who your top customers are:
• List Your Customers by Revenue: Start by creating a list of your customers ranked by the total revenue they’ve brought in. Focus on the top 10-20 customers. This is likely where you’ll find your best customers—those who consistently come back and invest in what you offer. Now, take that list and put a smiley face  next to the clients who make you excited to do what you do—the ones who appreciate you, align with your values, and are a joy to work with. Then, add a frowny face  next to the clients who make you cringe every time you interact with them (i.e. the cringe-worthy clients). Your true top customers are the ones with both the highest revenue and a smiley face!
• Spot the Patterns: Take a closer look at these top customers. What do they have in common? Are they from the same industry, location, or do they have similar challenges? Understanding the traits of your top customers will help you recognize others like them.
How to Find Congregation Points
Once you’ve figured out who your top customers are, the next step is finding out where they spend their time. This will help you engage with them in the right places. Here are some tips for tracking down these congregation points:
1. Check Out Online Communities: Take a look at the forums, social media groups, and industry-specific platforms where your top customers hang out. Facebook groups, LinkedIn, Reddit, and niche forums are great places to start.
2. Look for Industry Events: If your top customers are in a specific industry, chances are they attend certain conferences, trade shows, or webinars. These are prime spots to connect with them and learn more about what matters to them.
3. Follow Their Influencers: What blogs, podcasts, or influencers are your top customers following? Engaging with these platforms is a great way to position yourself as a solution provider.
4. Use Monitoring Tools: Tools like Google Trends, social listening software, or BuzzSumo can help you keep an eye on what your customers are talking about and where those conversations are happening.
Action Steps for You
• Start by identifying your top customers using the revenue and smiley-face method.
• Find out where your best customers gather—both online and in person.
• Get involved in those communities by providing value, offering solutions, and building relationships.
• Keep track of these congregation points and make sure you’re always showing up where your customers are.
What’s Next?
In future editions, we’ll keep digging into more of these strategies that can help you grow your business. But for now, spend a little time identifying your top customers and discovering where they spend their time. This foundation will set you up for success as we continue to explore ways to catch and ride the waves of market demand!
Adam Litster
Certified Profit First Professional and Pumpkin Plan Strategist
(816) 500-5779 – Option 2
adam@betterbizinfo.com
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