If you’re struggling to answer this question its likely you’re not happy with the quality of leads coming into your business, or the level of sales and most probably the quality of your existing clients too.
Poor quality leads affect every area of a business, sales, cash flow, staff morale, growth plans and company profits.
By getting really clear on who your ideal customer is will, in a relativity short space of time, transform your business. You’ll have better quality leads, better quality clients, happier staff and heathier profits.
You can get your business quickly back on track with these three simple steps.
Scratch out a 30 minute slot in your diary. Switch off your phone and make sure your team know not to disturb you. It’s time to define why YOU think your clients use your products or services. Answer the following questions:
Why do your clients use your service or product?
What motivates them to buy from you?
What problem do you solve for your clients?
How important is it to your clients to have this problem solved?
How seriously will this problem impact their personal lives, livelihoods, businesses if they don’t take time to find a solution?
It’s likely you’ve answered most of the questions based on gut feel rather than written evidence. That’s OK as long as you remain open minded. By the time you’ve completed step 3 you’ll have stopped relying on your gut completely and you’ll have everything you need to quickly and easily qualify a prospect.
Perform a quick analysis of your existing clients. Time required – 30 minutes
Identify the points you really like about your existing clients. Those elements you would like more of with future clients; for example:
Who do you and your team really enjoy working with and why?
Which of your clients are the most profitable for your business?
Which clients converted from prospects to clients the quickest?
Which clients always paying your promptly?
Spend some time with your existing clients. How long step 3 takes will depend on how many clients you have and how busy your diary is. Ideally you should complete this step within a month.
Your existing clients are a mine of information which, usually, they will be more than happy to share with you. Make sure you take the time to get feedback from all of your clients. This can take the form of meetings either face-to-face, on zoom/facetime, picking up the phone or via a system such as SurveyMonkey.
Ask them what they love about your products/services and what they would like to see developed. Ask them about the challenges they face in their industry and who their see as their biggest competitors.
Don’t make any assumptions about your clients or your target market. Take the time to ask and then actively listen. You’ll be in a much better position to produce a detailed profile of your ideal client if you do. Don’t be tempted to fill in the blanks. If you can’t find all the answers right now go with those you have and fill in the blanks as your business grows.
Once you have completed this feedback project you have the template ready to complete more regular feedback campaigns with your existing clients. This will provide you with consistently up-to-date information on the world your client inhabit and their challenges; allowing you to adapt your products and services to better support them.
Take a look back at the questions you answered in step 1. Has your opinion of your ideal client changed? Your client profile will adapt as your business grows.
Regularly checking your profile against your lead generation, marketing and sales activities, will help to keep your message fresh and the quality of leads and sales consistent. If the links in the chain are focussing on the wrong target, your results and ultimately your profits will suffer.
Once you are clear on who your ideal client is, you’re ready to focus on your lead generation, marketing and sales strategy. Careful planning will lead to better quality leads, a higher ROI from your marketing, increased sales with better quality clients, happier staff and increased profits. What’s there not to like?
The BBE team are always happy to help.
Got a question?
Email firstname.lastname@example.org or call 0161 375 0696 and we’ll get back to you today.