Customers’ behaviors vary and change in time. So the more you know, and more clarity you have about your ideal clients or customers, the better for your business. That’s why experts suggest that we need to test first our products and services to the market and see their response. And this testing can mean different ways; maybe provide free sample products, or free trials, and see how people and future customers will respond to them. And depending on the nature of your business, to you it could also be something else; maybe free one-on-one consultation, free seminar, and so on.
From early on you need to identify your customers so that you can be able to know who they are at hand, their ages, locations, income, their driving behaviors to buy things. You need to get deeper into their needs, wants, demands, and so on. It will help you to get more focused on particular target audiences and market.
As an entrepreneur, customer satisfaction should be your central focus and agenda. Why? Because all customers have a tendency once they are satisfied to always come back. Meaning that if your business is customer satisfaction guarantee, then there is assurance you may last longer in the industry.
But you need to identify that ideal customer for your product or service. Doing that not only will help you with the process of providing customer satisfaction, but also finding marketing strategies that will work well for your business on targeting those particular ideal customers or clients.
You are the expert, you are the one who have got the solution. What are you looking on offering, solving, or providing, and what is your expectation? Your ability to clearly define and focus on customers who can most rapidly buy your products or services will be essential to your business success.
But before your define your ideal customer, maybe first you should clearly outline your expectation from your ideal customers. It will help you prepare mentally on who your ideal customer should be. You can come up with a list of what you expect your ideal customer to be.
Below are a few examples of what my ideal customers are;
- My ideal customers are natural born teachers like me, entrepreneurs like me, creative people like me, women and men between ages of 21 to 70 years old from all around the globe.
- My ideal customers are like my friends. They are going through things, or they have been going through things that I have been through. And it is this connection that helps me share my expertise with them.
- My ideal customers have money and can afford to pay for my products and services; they understand the value I offer them, and are willing to buy my products and services.
- My ideal customers are fired up and ready to take action to get results. They look forward to listening to my podcasts, reading my blog posts as well as my newsletters. They also tell all their friends, colleagues, family members, and relatives about me.
- They are willing to work harder on themselves as well as on their businesses and careers. They like to send me their testimonials to let me know their progress, and that they are getting good results.
I have a long list; above mentioned are just a few that are on my list of what I expect from my ideal customer.
Now, do the same exercise on identifying and defining that ideal client and customer. Ask yourself some deep questions to help you define clearly your ideal customer or client.
The following are the key areas you can ask yourself to help you define your ideal customers or clients;
- Based on product or service
You need to define your product and service from the customers’ point of view. Ask yourself; what do you intend to solve for your customers or clients? How will your product or service help your customers; whether personal or professional? What is it going to do for them? What are you trying to offer? What is it you see other can’t see and you would like to take them there with you; what is your vision? What are you trying to serve?
- Based on demographics, customer’s particulars, and behaviors
What category and age range they are in? What are their educational levels; their occupations? What are their incomes or financial situations? What about their gender and marital status? I mean, you don’t want to write a book on dating and target a married couple who have been married already for more than twenty years. It may work but it’s kind of too late for them, because they already figured out on their own. And you definitely don’t want to write a book of how to get a good credit and get rid of bad debt to target someone who is already rich and wealthy like Bill Gates or Warren Buffet…hahaha. You can identify your ideal customers based of particular behaviors that you see them struggling with, maybe yourself have overcome, so choose that to provide the solution to them.
- Based on location, culture, or belief system
So where are your customers located geographically? Where do they reside? For instance; when it comes to electronic charges, there are some electronic cords and power cables that will not work internationally. They are some mobile phones SIM cards that only work in certain locations. They are certain food that they are only eaten and are traditional in certain locations and cultures. You can’t sell pork meat for instance, to someone whose belief system says not to eat pork.
- Based on periods, seasons, and occasions
There are products for all seasons, especially when it comes to holidays. There is Christmas season, Easter season, Thanksgiving season, income tax return filing season, summer season, cold season, recession season, and so on. There are different types of occasions and celebrations; birthday, wedding, graduation, and so on. You can identify your ideal customer and what to offer them based on what time of the year, month, season, and occasion that they maybe in.
- Based on customer’s breaking point decisions and conditions
A lot of people make serious and permanent decisions when they reach their breaking point moments. Some people they will not make any change unless they reach some breaking point moments to say enough is enough. Many make career change decisions and transitions come through breaking point moments. Even some relationship decisions are made through breaking point moments. When people reach breaking point they usually are willing to make things better for themselves. Examples of these breaking points situations could an illness, or having a condition such as depression, getting a divorce, going bankrupt, being really overweight, and et cetera. You can define and identify your ideal customers if you know you have overcome some of these breaking points and you can help them also overcome.
- Based on your competitive edge
We are living in the world where competition is very high and many are offering similar services and products. But what is going to help you over your competitor is your competitive edge; your uniqueness. Everything you do is at the service with your brand. Even small things count; the packaging of your products, customer service performance, and so on. Therefore, do you have any other benefits that you can offer that can give you an advantage over your competitors? What are the most irresistible needs that your products or service satisfy that maybe most important to your ideal customers? Why should your ideal customer buy from you rather than from your competitor or someone else?
So those are key areas you ask yourself to help you define and identify your ideal customers or clients and what the qualities that they would have.
When you know who are your ideal clients or customers, it will save you a lot of time and money from trying to sell your products and offer your services to people who may not be your potential customers or clients.
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