It can often be a trying experience to find the right client for your business; in fact, many businesses continue to mingle around the market without ever having identified their “target” clientele. Don’t we all understand the entrepreneurial struggle of putting in so much work to make sales that never happen?
Building relationships is hard, and learning to build them with the right people is even harder. But finding, targeting, and forming a relationship with your ideal clientele is what will take your business from mediocrity to greatness. Ensuring that you’re targeting the individuals and business entities that most accurately align with your business philosophy is how you establish ambassadors for your brand rather than run-of-the-mill one time buyers.
But what does it actually take in order to establish these extraordinarily effective and yet often unseen relationships? The challenge is nothing more than defining your ideal client within your own mind and then disseminating that information throughout your sales and marketing strategies.
Picture Your Ideal Client
Is your ideal client a male or female? Are they between the ages of 18-29 or 38 to 49? How do they think and what do they think about? What matters to them? What is their median income?
All of these questions help you to “picture” your ideal client – Whether it be a real person or an imaginary figure, defining your ideal client is the first step in attracting the types of individuals and companies that you want to do business with.
We’ve all experienced the struggle of working with a needy, overbearing or “cheap” client that made our processes ten times more complicated than we’d originally anticipated. The current marketing and sales strategy of many companies is nothing more than begging for table scraps from random people in hopes that they will purchase a product/service – Meaning that business owners find themselves working with individuals that they simply don’t want to do with business with. All in the pursuit of a slim check at the end that doesn’t glorify their service, their company’s core values or their ideal clientele.
This is where relationship marketing comes into play. Imagine that one nasty client that you would never do business with again (we’ve all had them) – Would you want to form a friendship with that person? No? Then stop frantically trying to adapt your marketing strategy in order to appeal to every human being on the planet; and instead focus on pinning down your ideal clients – The people that you WANT to work with, those with whom you’d be more than happy to establish a long-term business and personal relationship/friendship with.
Relationship marketing isn’t about talking to everyone. It’s about talking to the people that MATTER. Archaic, stone-age sales techniques such as the “law of averages” are becoming more and more redundant by the day. The modern age demands a new and improved people-centric focus, rather than a profit-only, by-the-book mindset.
In being able to accurately picture your ideal clientele, you are then able to adapt your marketing strategy to the individuals and businesses who matter to you; and who, more importantly, believe in what you believe and identify with your business philosophy.
Action Items For Today
Now that you’ve read this post, it’s time for an accountability check! Here are some next-steps that you can take in order to define and target your ideal client:
- Write down the qualities that you’d like to see – Is your ideal client of a certain gender, do they work within a certain industry, do they tend to buy certain products?
- Paint yourself a mental picture. Whether your ideal client is a current client of yours or an imaginary one – Spend some time picturing this individual and their business.
- Write down the reasoning behind why this individual is your ideal client – Do they share the same background as you, do they have a need for the services you offer, do they believe in a certain philosophy or way of life?
- Imagine yourself having a conversation with your ideal client. Your marketing strategy shouldn’t be a collection of stale, boring and relatively ineffective sales copy. It should be nothing more than a conversation between you and your ideal clientele – Imagine a conversation between you and them; how did it go? What do you talk about? When addressing groups, writing your marketing copy and implementing your marketing strategy – All you have to do is imagine speaking to this person and your message will be on point, every time.