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Have you thought about this lately?
Sometimes we start a business with a particular client in mind and over time we notice that the picture changes.
Sometimes as we are ourselves change and evolve so does who we most want to work with. Sometimes we were just wrong and who we thought would be attracted to our products and services are not the people who are actually buying from us.
Sometimes our monetary goals change and we start to seek people who can afford a higher price point or maybe our business has taken a turn in direction.
For all these reasons and others, it is important we check in regularly to make sure that we still know who is our ideal customer or client. There are many clues as to who this person is. Our products and services really speak to them. They are attracted to the business owner maybe for her energy or her style. We quickly form relationships with these people as they like to communicate with us and get to know us better. They become the lifeblood of the business and are a joy to work.
Others that flow to us are the tyre kickers, the freebie seekers or those who just don’t know what they want. Some of these will eventually turn into customers though often it is a rather painful experience from beginning to end.
So look at your business right now. Who are your customers and clients that you really enjoy? Not only because they are willing to see the value in what you do and pay for it but those who bring something to the table that you too can gain from. These are the best relationships and often turn into far more than just business - friendships ensue, joint ventures become obvious and it becomes a two way street. These are the people you really need to be cultivating throughout your marketing be it a blog, on Twitter, on forums etc. These are the people who will not only fulfill the 80/20 criteria (where 80% of your revenue will come from 20% of your customers) but will invigorate you, fire up your passion and motivate you to do a superlative job for them. These are the people you need to concentrate your efforts on.
We can’t appeal to everyone or we end up appealing to no-one. So get to know your ideal customer well and cater to them. Craft your messages to them, produce products and services that they need. Serve a few very well and you will see how successful your business will become.
So look hard at your business and make sure that you know exactly who YOUR ideal customer is and treat them like royalty.
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5 responses so far ↓
1 Jenn Givler // Sep 22, 2008 at 9:06 am
I’ll start by saying, that when I see businesses struggling, I can usually guess that they haven’t decided who their ideal client is - or they haven’t picked a niche.
Sometimes, we get so panicked about making money, that we just toss a bunch of stuff out in the world and hope something sticks with someone.
But - if you do that, you run the risk of coming off unprofessional.
Now - I’m not saying that you can’t have different business interests. But, you need to focus and build momentum behind one thing before you can diversify.
Ok - so I got that off my chest… LOL!
I’ve just recently refined my ideal client… not drastically, but I added a few qualities to my ever growing profile. As my business evolves, so does my client base. I still serve the same basic population, but as I work with more and more people, different qualities come to the forefront.
Jenn Givlers last blog post..My name is Jenn, I fear Success.
2 Self Improvement Tips - Laura // Sep 23, 2008 at 12:25 am
I agree that knowing your client is essential in a business. By doing this you will be able to know where your business is going and what strategies for your business to survive and succeed.
Self Improvement Tips - Lauras last blog post..How to Stay Safe When You are Confronted by an Aggressive Person
3 John from Maryland Real Estate // Sep 23, 2008 at 12:25 pm
I have to admit this topic really hit home for me. Two or three months ago I really started screening my clients and only taking on new ones that met my specific criteria. The results was taking on a lot less clients. However the clients I did decide to work with took up a lot less of my time and converted much better. It was amazing how much time is freed up to work on marketing and growing the business. So far it has really paid off.
Johns last blog post..Baltimore Real Estate
4 Rick from Alaska Wilderness Adventure // Sep 29, 2008 at 10:31 am
One good thing about working in a niche with the right customers is that when they are happy, they often refer other potential clients to you. Frequently, these leads are going to work into your niche and they will also be good clients.
5 Erin from Brain Games // Nov 29, 2008 at 9:51 pm
Nice post. Defining your target customer is so important for a new business.
@John - That is the wonderful thing about being niche specific. You can actually cut back on the quantity of clients and focus on the quality.
Erins last blog post..How Fast Is Your Reaction Time?
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