How to Identify, find, reach and engage your ideal client

How to Identify, find, reach and engage your ideal client.

You will discover how to identify, find, reach and engage your ideal client. Master these 5 steps and you will make a fortune selling to clients that are passionate about your products and services.

There is nothing more important to any business than clients. In fact, happy clients. You know that statistic of happy clients telling 3 people about your business but if they have had a bad experience they tell 10 other people.

It goes without saying that the more you impress your clients by satisfying their needs and wants the more they will willingly promote your business.

You and your business should be intensely focused on your prospective customers. The ability to find a customer, sell your product or service to that customer, and satisfy the customer so that they buy from you again should be the central focus of all business activity.

The greater clarity you have with regard to your ideal customer, the more focused and effective your marketing and sales efforts will be.

Believe it or not but you are in the business of customer satisfaction, adjacent to your day to day operations. The most important activity of any business is to clearly identify the very best customers for your product or service, and then focus all marketing, advertising and sales efforts on this particular type of customer.

In the beginning and throughout our working relationship we will cover a 5-step process to uncover the primary, sub-primary, secondary and sub-secondary ideal client categories and descriptions for your business.

Define-your-product-or-service-from-the-customers-point-of-view

Step 1: Define your product or service from the customer’s point of view.

To help you identify and find your ideal customer you need to start looking at your business and your products and services from their point of view.

Think about what your product and service do for your potential client.

  • Are there any problems that your offer solves for them?
  • Which of their most pressing needs does your offer satisfy?
    • Maybe they want to look and feel great,
    • Maybe they want better efficiency, greater speed, better production.

Bringing this all together, look at how your product and service will help improve your ideal customer’s life and work situation.

Remember that it doesn’t matter how many features your product has, if it is not satisfying needs and solving problems for who you think should buy it, then they are not your ideal client.

This is always a difficult pilot to swallow because you don’t want to turn potential clients away but think of I this way: many businesses spend vast amounts of time trying to appease disgruntled clients. The reason for this is that they were not the most ideal client to start with. Clients that love your service want to pay you more money, focus on these.

“If you make customers unhappy in the physical world, they might each tell 6 friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” – Jeff Bezos

Define-the-ideal-customer-for-what-you-sell

Step 2: Define the ideal customer for what you sell.

Taking into consideration the solution your product and service is for your ideal client, we need to define who they are and what they look like. This often seems vague as so many business owners don’t want to put their clients into boxes but believe me, placing each client type into a box will help you reach them in a much more meaningful way and reduce the cost of marketing and promotion. You will see that the type of marketing and sales communication used will need to be relevant to these details.

So the first step is to categorize your customer by the each of the products or services you sell and then compile a description of each and yes base it on all the obvious points:

  • Age,
  • gender,
  • race,
  • culture,
  • habits,
  • location of residence,
  • work,
  • career,
  • hobbies,
  • Education
  • How they buy
  • Who is involved in the purchase decision
  • And any other relevant information…

Get extremely specific. So much so that when you are not at work and you meet someone new you should be able to place them within one of your categories as your description is clear and obvious enough.

Step 3: Determine the specific benefits your customer is seeking in buying your product or service.

We all want something in return. If you buy something you definitely want to get something out of it.

This is part of the value exchange:

Your ideal client exchanges their hard earned cash for the benefits of your product or service.

There may be a number of benefits that your products deliver but there is always one or two real reasons people buy and equally importantly, why they should choose to buy from you.

So before you list your feature supporting benefits think about the real benefit your client receives. This is also known as the benefit of the benefit. The benefit of the benefit of often an emotional or experiential benefit. Think far beyond your product or service and the reasons you want to sell it and think of the experiential and emotional benefits your clients get from using your products and services.

Step 4: Determine the location of your exact customer.

Once we have a clearer picture of who we need to market and sell to now we have to find them.

  • Where do they live, work, study or go to school?
  • Do they use the internet? I’m sure that they do… in fact, I almost guarantee they do…
  • so then where online do they hang out?
    • Facebook, Google, Youtube, Twitter, LinkedIn, Pinterest?
  • And then where are they when they buy your product or service? Do they go to a retail store, do they buy online, maybe both or do they need to see someone from your sales team?

Step 5: Determine exactly when your ideal customer buys your product or service.

Marketing and selling is about timing.

Getting the right message to the right audience at the right time.

Often this timing is spurred on by an event in your ideal customers’ life. Clarity in this aspect will help us know when to promote your offer to your ideal clients.

Pull out your calendar and see which public holidays, school holidays, religious events and specific days may be relevant to your client and to your client categories and build marketing and communication campaigns around these specific time and date related events.

If you present your products and services to potential buyers when they are in the mindset of buying your chances of making a sale will increase drastically.

In summary:

Step 1: Define your product or service from the customer’s point of view.

Step 2: Define the ideal customer for what you sell.

Step 3: Determine the specific benefits your customer is seeking in buying your product or service.

Step 4: Determine the location of your exact customer.

Step 5: Determine exactly when your ideal customer buys your product or service.

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