Are You Dealing with Your Ideal Customer?
Do you remember when you started your business? You had an idea, you created the product or service, you formed the marketing and sales strategy, you watched it all come to fruition… but the effort goes to waste without customers, right? There’s always a new marketing trend to latch onto, with ever more sophisticated software and systems to put into place, generating lead after lead, but at what cost? If you’re attracting the wrong kind of customer, it can actually be quite a high cost indeed.
Every business has its nightmare customers. You know the types – they’re rude, they reject your advice and recommendations, they critique your methods and, while the old adage that ‘the customer is always right’ holds up most of the time, these customers need to be right about too much. At first, it’s good to have customers coming to you regularly, but eventually you will question if you are dealing with the RIGHT customer. 90% of your time tends to go on 10% of your customers – you want those customers to be your most valuable and profitable clients, not your most prolific complainers.
So, what’s the best way to secure the right customers? You need to know who you are selling to before you start selling.
Picture your ideal customer and build an avatar around them – you can use our free guide to help you! – and get specific. It needs to include:
- Their interests. What are their hobbies? Which restaurants do they go to? Where do they book their holidays to? Which websites do they have bookmarked? Which brands do they wear?
- Their pain points. What kind of products or services would they buy to make their lives easier, or more fun?
- Their personalities. What is their sense of humour? Are they introverted or extroverted? Do they stick to the path or prefer the road less travelled?
The deeper you get into building a profile for your ideal customer, the easier it is for you to assess their spending habits, and therefore how likely they are to buy your product. The most effective marketing is the marketing that feels like it’s talking directly to you. It hears your cries and tells you the solution. All elements of your business, from your marketing materials to the people you have on the front-end, need to have the same target. Hone in your marketing message and be clear about what you offer. The people who want it will be the people you want.
For some business owners, having a specific demographic feels like a risk. They don’t want to risk narrowing their leads in case they have no business at all. They go for the low-hanging fruit then look to narrow down later on, but this is a big and often costly mistake. Keeping your catchment too wide open can actually do more harm than good. The larger your demographic, the more competition you create for yourself, and the clients you do get could be of little to no relevance.
As your business grows, the management of different types of customers becomes more and more difficult. Cleansing your contact lists, processing complaints and refunds, writing then rewriting campaigns due to being unsure of your target – it drains your time, energy and resources. If you have the right customers coming through your door, they won’t be an expense.
So, when you started your business, did you actually get it the right way around? The process seems to finish with the customer, but you should really be STARTING with the customer. When you see a gap in the market, and you envision the difference it would make to your industry and how it can help others, you then need to think of who it would appeal to. A business with longevity has reoccurring business, and the best way to secure it is to have the same type of customer coming back to you again and again.
For more advice on improving your leads and elevating your profits this year, Click HERE to book your place on our Jumpstart workshop, where you will learn the strategies you need to grow your business from the experts.