Targeting Customers Rail Diagram Tool

Target customers using an objective technique to minimize biases.

This Rail Diagram tool uses rails comprising a “David” customer, who is small, new, and unassuming, and a “Goliath” customer, who is a large, established, and formal customer.  Note that there is no “right or wrong” rail.  Instead, the company should identify how far “left or right” they feel is appropriate for their ideal customer.  They then can rate a Future, specific opportunity and compare the results.  Article 5.030301, “Targeting Customers,” provides details on the Rail Diagram.  The ratings shown on the rail diagram example have been assigned, assuming the company would rather focus their attention on smaller customers rather than “giant” customers.  Of course, the criteria and focus can be changed.  With the example ratings shown, the conclusion would be that the Future prospect is not a good fit for the company as indicated by the multiple negative bars shown on the Rail Chart worksheet.  This Excel™ file uses Macros and cannot be viewed on the site but can be downloaded.