When it comes to finding your ideal client, there is a basic principle that you must remember:
Your prospects buy what you sell because they have specific needs or wants.
Your job as a business owner is to know, understand and deliver the solutions for those needs and wants, which will differ depending on each specific business. Therefore, it’s critical that you know exactly what your prospect’s needs and wants are. This is the essence of marketing: to create a match between your buyer and your product or service.
There are two primary categories of information that will help you with this determination.
The first category is demographics. These are the characteristics that identify the ability, need and interest of a client to purchase your product or service. Demographics define those clients who need what you sell.
The second category is psychographics. These are the factors that identify the motivation or reasons why someone wants to buy your product or service. Psychographics define those clients who want what you sell.
As you identify your prospects’ wants and needs, based upon their demographic and psychographic characteristics, then compare this data with your own wants and needs, you will gain greater insight into your ideal client. And once you accurately target your ideal clients, you’ll spend less time and money to acquire them.
To start, you must research your current clients – the ones you presently deal with day in and day out. Select at least three of your current clients to interview. Perform the demographic research by personally interviewing these clients either on the phone, or in person.
Business to consumer: If you sell to consumers, take time out of your routine to survey them. Find the answers to questions like these:
Are your current clients mostly men, mostly women, or do they represent a 50/50 mix?
Is there a certain age group or range that tends to buy from you? (If so, write it down as a range.)
Are most of your typical clients single or married?
Do you know their approximate income level?
If not, do you know what zip code they live in? (Most zip codes contain homes or apartments that represent specific income ranges.)
Business to business: If you sell to businesses, interview at least three typical businesses you sell to. Find out the number of employees they have and their location to learn about their company culture and the number of subordinates you may have to speak with in order to get your sales message to the decision-maker.
When you sell to other businesses, there’s a mindset to consider that may be different from your own. For example, you may need to position your product or service differently when selling to a New York-based business compared to a California-based business. In some cases, that difference can be day and night.
Look for patterns
When you have completed the interviews, compile all of the information to determine commonalities among your current clients. Collecting this information will help you find the traits they have in common, which will help in future marketing.
Having all of this demographic information will help you create a mental picture of your current client. By identifying this client with demographic information, you can later begin your lead-generation efforts, and create a marketing message that is laser-targeted toward your ideal client. So take your time and be as specific as possible when completing these interviews.
It will pay off when you have a steady stream of ideal clients, increased sales revenues, and more profits.
This article is written by Murray Smith – OneCoach