5 December 2017

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As you already know when you want to grow your business, one of the first steps is to identify your ideal client/customer.

For example, listing the characteristics of your perfect customer when you’re creating your marketing and sale plan helps you target the right people.

While you can’t always choose who you do business with, when you do have control, identifying the right customer brings more profits to your business.

Here’s a few ideas to help you quickly select the model customer for your business.

They value what you do.

There’s little point in marketing to people who don’t find what you do valuable. That’ like trying to sell dog food to a cat owner; no matter what your value proposition or price, they’re going to ignore you, just like the cats.

If they don’t care what you sell, don’t waste your time — or theirs.

Instead , clearly identify the people who want the outcome that you deliver and create a sharp , compelling message that starts a conversation with you….and where do you start: With your existing customers- why do they buy from you?

They are willing to pay you

Rule # 1 of sales and marketing: choose customers who have money and are willing to pay for what you do/sell. This concept builds on the first idea in that not everyone who values what you do has the ability to pay you, resulting in a common sales problem, they want you but don’t have a budget.

Many sales people get stuck in this situation, a situation they could easily avoid by asking about money early in the discussion. Another way is to publicise the ‘price’ ranges for your services/products.

They Appreciate What You Do

Customers who view what you do as a commodity refer you to the ‘Department of Margin Mitigation’, also known as purchasing. Here you will undergo a process that extracts all your value and produces a transaction that may not favor you.

Instead, identify people who value your ability to modify and customize the product or process to their unique wants and needs. Even better if they consider your offering unique.

If you can’t create a clear distinctive value for your customer, you have some work to do to reinvent the product, packaging, process, or outcome.

They are Easy to Work With

There are certain customers who are a royal pain to work with. They are demanding, abusive, and nit-picky. They are going to squeeze you on price at every turn and suck up all of your time and resources.

Either avoid them or charge them enough to make their behavior palatable. They are probably the perfect customer for your competitor. There are some customers that are just not worth their business.

Instead, find customers with a culture that is easy to work with, will play fair, and value a civil-work environment.

If you discover that a customer isn’t a good fit, say so. “Based on what I’ve learned about your company, I don’t think that we can serve you the way you deserve to be served. May I recommend a different supplier?”

They Expand Your Knowledge

Working with the same group of customers doing the same thing over and over may be appealing. Yet, if you don’t grow, you’ll be overtaken by a competitor that does. More than one sales person has been shocked when replaced after they thought they did a great job. They may have, but they didn’t keep expanding their value.

Instead, look for situations and customers that stretch and challenge you. They will make you and your product better. Plus, they’ll keep your team from getting bored and complacent. ‘Comfort’ can create an opening for your competitors.

They Can Introduce You to New Customers

The best source of new business comes from referrals because it’s the lowest cost and highest value with little competitive pressure. If a customer can’t or won’t introduce you to other business opportunities, they have less value then another customer who introduces you to lots of new deals.

Look for customers who have a history of promoting their vendors to others, such as joint marketing efforts, case studies, or public relations activities.

To Your Success and Destiny

Good Luck and (always) Good Selling

Trevor Marchant

PS. UPYOURS by the way. UP your ‘ideal client’ profile and start attracting a never-ending stream of ideal clients wanting to do business with you.

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