Building a Customer Matrix

BREAKING NEWS – Not all customers are good for your business. It can be tempting (particularly when you are just starting out) to take business wherever and whenever you can get it. However, some customers just aren’t good for you or for your business.

Prospect Selection Criteria

Consider which of the following is more important to you…

  • Financial situation – can they pay?
  • Ease of working – are they difficult or slow to respond?
  • Time to manage – are they ‘high maintenance’?
  • Potential for growth – could they spend more with you in the future?
  • Attitude – are they ambivalent about your solution or are they truly bought into the value you’re offering?
  • Network and influence – could they become a brand ambassador and refer and champion your business to others?
  • Positivity and fun – are they great to work with?

Ranking Your Priorities

Once you’ve selected your top 4/5 criteria, rank them in order of priority and weigh them accordingly. Their overall score should add up to 100. An example of this is shown below:

  1. Financial situation – 30
  2. Network and influence – 25
  3. Potential to grow – 25
  4. Positivity and fun – 15
  5. Time to manage – 5


Criteria scoring matrixes are often used as project management tools but you can also use them as a quantitative way of classifying your leads in marketing. If time is not your friend, you can give your leads a score to help you understand which leads to prioritise. Here is an example…

Lead A

  1. Financial situation – 13/30
  2. Network and influence – 23/25
  3. Potential to grow – 22/25
  4. Positivity and fun – 15/15
  5. Time to manage – 4/5
  • TOTAL SCORE = 77

Lead B

  1. Financial situation – 28/30
  2. Network and influence – 14/25
  3. Potential to grow – 18/25
  4. Positivity and fun – 9/15
  5. Time to manage – 1/5
  • TOTAL SCORE = 70

Although financially sound, lead B falls down in every other area, bringing their score down to below that of lead A. Whatever your weighting is – test it on some existing clients to get see if you’re comfortable with the weighting you’ve selected and adjust until it feels appropriate.

Remember: This isn’t an exact science and it will different for everyone.