Taking the time to produce a client profile has enormous value to your company. It will help you plan your marketing and sales strategy, keep you focused and give you a real insight into your business from the perspective of your customer. It’s a tool that just can’t be ignored.
There are no restrictions when creating your ideal client. Only you can decide on the best fit for you and your business. Here are a few questions to help you:
- What industry sector best fits your product/service?
- Where do the companies in this sector market themselves?
- What is the annual turnover of my ideal client?
- Who is my contact within the client?
- What makes my contact tick?
- How does my contact work with me?
- What does my contact ideally want me to be like?
Don’t spare the detail when creating your contact, give them a name, if you can, find a photograph of what you think your ideal client may look like. You really need to make them real to you. What are their goals? What are their business ethics? Do they pay on time? Keep adding detail and answer as many questions as you can think of.
Now take a look at your existing client base. Do they fit your ideal client profile? It’s OK if they don’t, there’s no need to sack them. Your client profile is a guide to help you focus on who you really need to be speaking to, the ways in which you can get your message across to them as well as highlighting which clients have the potential to help your business grow.
Revisit your ideal client profile after 12 months. Take another look at your existing client base and note the changes. You’ll still have your clients from 12 months ago but you’ll also have new clients. Are these new clients a closer match to your profile? Take a look at your business processes and how they have changed since you have been using the ideal client template. You now need to ask yourself the same question. Who is my ideal client? Your profile shouldn’t require any drastic changes it should just need tweaking.
Knowing your client, putting yourself in their shoes, is the key to success.
What do you think are the most important questions to answer when creating your ideal client profile?