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Defining Your Ideal Client
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You can’t be all things to all people, and I’m sure you don’t really want to try. So even if you think everyone needs or can use your service, you can’t hope to market to everyone. The fact of the matter is if you’re marketing to everyone, you might as well be marketing to no one.
I’m not saying you can’t realize some success doing this, but you really do limit your potential if you don’t focus on select groups of people or businesses.
When you focus on one or more carefully defined “niches”, you’ll be able to connect with these groups on a much deeper level. People will begin to notice and say, “Hey, these guys are focused on our type of business, or issue – and that’s what we want.”
A few amazing things happen when you zero in on a well defined target market. First, if you know exactly who your potential clients are, then you can more effectively target them with your various marketing efforts
Second, you’ll know who is not an ideal client for your business. As opportunities present themselves to you, you’ll know if they fit your definition of a best client and whether you should pursue the opportunity or not. Everyone who needs your service should not necessarily become a client.
Finally, by clearly identifying who you work with, your potential clients will be able to identify themselves. You’ll know it when you’ve found them, but probably more importantly, they’ll know it when you’ve found them.
How would you define your most ideal client? Remember, not everyone who needs what you do should necessarily become a client. If someone totally zaps you of all your time, energy and resources to get the job done then is that someone you really want for a client?
Your best, most ideal client may not necessarily be the one who pays you the most money. It’s the client who “gets you and you get them.” You enjoy working together and they truly value what you bring to the relationship. They happily pay your fees for the services and value you provide. They may even be clients that you are not working with currently, but if you can clearly describe them you’ll be able to find them.
Take some time to clearly define and develop a profile of your most ideal client. When you define your target market from several angles, you’ll develop more complete profile that will help you target your marketing efforts and evaluate your prospecting inquiries.
Defining Your Ideal Client
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Defining Your Ideal/Best Client Profile
Demographics: What are the similarities among the basic facts of your best clients or prospects? Demographics are the simple, objective, measurable facts and information about your clients. Understanding the similarities in the demographics of your best clients can help you focus your message and speak directly to these groups of people/businesses.http://bizkonnect.co.uk/services/
Typical Demographics:
For a Business:
□ Industry
□ Revenues
□ Number of employees
□ Geographic location
□ Age of the company
□ Number of locations or offices
□ Position of the economic buyer, etc.
For Consumers:
□ Age
□ Gender
□ Occupation
□ Income level
□ Education level
□ Number of kids, etc.
Demographics:
Characteristics: What are the similarities among the personality and style of your best clients? Characteristics are more the adjectives you would use to describe your best clients to someone. How would you describe their character, their philosophy, attitudes toward business, etc.? Characteristics deal more with the not-so-easy to measure what’s inside and what make your clients tick. Again, understanding these similarities will help you further refine your message.
Typical Characteristics:
For a Business:
□ Management style
□ Company philosophy
□ Commitment and passion
□ Reputation
□ Training/education focus
□ Image in the industry
□ Community involvement, etc.
For Consumers:
□ Personality
□ Lifestyle
□ Habits
□ Hobbies
□ What kind of house they live in or cars they drive
□ General appearance, etc.
Defining Your Ideal Client
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Characteristics:
Problems: Most people in life are walking around consumed with their own set of problems, issues and challenges. A considerable amount of their time is focused on trying to find solutions to these problems, issues, and challenges so they can realize greater success both personally and professionally. When you’re clear about the primary problems you’re out to help your clients solve, you’ll get higher levels of attention with your marketing.
Primary Problems/Issues/Challenges:
Opportunities: If you’re already thinking that problems represent opportunities, then good for you. Realize that some potential clients will be thinking more from an opportunities perspective. You’ll also want to brainstorm opportunities to serve your clients in a way or capacity that your competition does not offer.
Primary Opportunity Areas:
Points of Contact: Once you have defined your ideal target client, you need to determine all the potential places and ways that you can reach them. You’ll want to discover where you can find them through both traditional and maybe a few non-traditional ways. Some key questions to answer include:
□ What organizations do they belong to?
□ What do they read?
□ Where do they get their information?
□ Where do they network?
□ What other professional services are they consuming?
□ What kind of conferences, seminars or workshops do they attend?
□ Do they have continuing education requirements?
Defining Your Ideal Client
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□ Are they email? Web site? Newsletter? Special report people?
□ Who are their referral contacts?   http://bizkonnect.co.uk/services/
□ Can I find them/reach them through association and/or industry directories or journals?
Points of Contact:
From all of the above brainstorming information, create a Best Client Profile. Armed with this powerful tool you’ll be better equipped to evaluate future opportunities, develop more focused marketing materials, determine the best ways to promote your services, and keep your business focused on how to best serve your ideal target market.
Do you see how powerful niche marketing really is? Sure you’ll be leaving other potential opportunities to someone else, but your concentration on your specific group(s) will allow you to achieve very high market share within that particular category.
Defining Your Ideal Client
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Best Client Profile Demographics (size, industry, location, years in business; or age, gender, income, etc.) Characteristics (style, personality, character, what are the adjectives used to describe them?) Problems (what are the pains, issues, challenges, or predicaments that need to be addressed) Point(s) of Contact (where do you find & reach them –associations or clubs, community, publications, radio, etc.)
Opportunities (what are the needs, results, and outcomes they’re interested in)

 

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