Getting Repeat Business with Clif Johnson
In Episode 54 of the Be A Marketer podcast, Dave Charest speaks with Clif Johnson, Director of Global Sales and Marketing at Pablo Designs, a San Francisco-based interior lighting company. Clif shares the secret to generating repeat business and the importance of understanding your customers, which has helped Pablo Designs grow its presence globally over the last three decades.
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Clif talks about the challenges of balancing between professional users and end consumers. Since Pablo Designs caters to different customer segments—from interior designers to individual homeowners—Clif emphasizes the need to tailor marketing stories to each audience effectively. A key point of discussion is avoiding a “one-size-fits-all” approach in marketing, which can easily lead to misidentifying customer needs and missing potential sales opportunities.
The episode also covers how understanding the unique needs of professional clients and cultivating long-term relationships have helped Pablo Designs thrive. Clif details how their careful segmentation of customers—into “A,” “B,” and “C” levels—has allowed them to deliver the appropriate level of service to each client and maintain a strong, loyal customer base.
This episode is a great resource for any business owner interested in learning how to effectively manage diverse customer segments and grow through strong relationship management.