Increase your sales by defining your ideal client

It’s a big wide world out there and when many of us start our businesses we often begin with a very broad definition of a prospect….. It’s common to accept all types of business and all types of clients in the early days as we’re keen to get runs on the board and dollars in the bank. But you will reach a point when you realise that you can’t be all things to all people, that this approach is no longer beneficial to your business or your prospects. Once you reach this pivotal point and have the experience, expertise and confidence that allows you to build an Ideal Client profile you will become more strategic in your market approach, which is a great thing!

What makes an ideal client? Take a moment to consider who in your current stable of clients could be described as “ideal”. It’s likely that a few will spring to mind right away. Why do they stand out to you? Are they a particular size business? Are they in a particular industry? A specific geographic catchment area? What revenue do these clients contribute to your business? Do they provide repeat business or give referrals to other prospects? Often you will find that an Ideal Client is one with which you have an excellent rapport – one who invites you to develop a deep understanding of their business or their needs so you are able to provide confident, valuable service or the most appropriate products.

Now, keeping this in mind, consider the following:

Write a statement that best describes the solution that you provide
What do you do better than anyone else in the market? What is the strongest result you consistently deliver to your clients? What do people often ask you to help them with? What can you or your business become known as the "go-to" person or company for? What do you do that makes your clients’ life easier, more efficient or enhanced when they engage you or purchase your products ?

Decide who needs this service, solution or product?

What are their characteristics? What gender are they? Where are they geographically located? What age are they? What socioeconomic status are they? What industry are they? Provide as much detail as possible and don’t forget to touch on what you don’t want too!

Is this a viable market?

Are there enough of these prospects to make them worthwhile to target? Are they experiencing sufficient pain to be willing to pay you to solve their challenges? Can they afford to pay you the rates that you require for your business to be profitable?

The more focused you can become in defining what you do and in describing the group who needs what you do, the more effective your marketing will become. Weeding out all those prospects  who don't fit your ideal client profile will leave you with a much better qualified pool of prospective clients and allow you to develop a far more strategic and focused approach to your marketing.