Customer Acquisition · Customer Discovery

How do I "clone" my 2nd customer?

Haya Levine Independent Medical Practice Professional

July 20th, 2016

I recently made my 2nd sale in my new business, and am now trying to find people who are like my 1st two customers. Many of the customer's qualities are searchable and can be "cloned," except for one. 

I turns out my customer is a regular customer of my competitors'. I thought I may be able to acquire customers who have never tried anything like my service, but it turns out that the first people I attracted are veterans who are regular users of my competitors' service. They said they would try mine and if they liked it, they would permanently switch over. 

My challenge is this: how can I figure out who is using my competitors' service? 

In case it helps, I can tell you that my service is a lead generation service, and here is what I know about the customer I am trying to clone:  She is a 1 person marketing/sales department at a small company. She provides a service to other businesses. She only works in her local area. She is a regular customer of my competitors', as mentioned. She was tempted to use my product because it does not require a subscription and because it is higher quality than my competitors'. 

Ema Chuku Product Developer. Founder.

July 21st, 2016

First congrats on the sales aquisitions on the new venture.

As for the cloning, preferably more customers the better for cloning, you are probably best to shoot a brief survey to your current customers. Then add that to a more generalised social media marketing (LinkedIn in your case) to garner more users. Watch what type of users respond, from there you will have a better understanding of their characteristics and what exactly you want to clone.

That said, you probably should refrain from thinking you have a superior product than your competitors (a rare case), instead embrace the idea of creating a value that's different from your competitors.

Btw, if you are going to rely on social media ads to find out who's using your competitors products, you can try Facebook interesting targeting. 

Bob Scheier Veteran IT marketing copywriter, IT journalist, community manager

July 21st, 2016

This may be similar to Ema's advice, but have you tried following Twitter hash tags or LinkedIn groups for those using the competitor's product and offering help to those who are dissatisfied? Another thought would be to produce a "lessons learned" book from your first engagement (focusing on vendor-neutral best practices) and promoting it via social media.

Worst option (from what I understand) but maybe something to consider would be buying a list of their customers and targeting them with an email listing the top 3 problems your existing customers had with your competitor and how you do better?

Hope any of this helps!


Haya Levine Independent Medical Practice Professional

July 21st, 2016

Bob, is it even possible to buy a list of my competitors' customers? How would I even begin to look in to that?