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
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:
do your clients use your service or product?
motivates them to buy from you?
problem do you solve for your clients?
important is it to your clients to have this problem solved?
seriously will this problem impact their personal lives, livelihoods,
businesses if they don’t take time to find a solution?
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.
a quick analysis of your existing clients.
Time required – 30 minutes
the points you really like about your existing clients. Those elements you
would like more of with future clients; for example:
do you and your team really enjoy working with and why?
of your clients are the most profitable for your business?
clients converted from prospects to clients the quickest?
clients always paying your promptly?
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.
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.
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.
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.
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.
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.
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.
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.