Who is your ideal client?

Many times when a person decides to start a business, they never think about their ideal clients. I mean really think about them and write out the characteristics of them. You tend to focus on starting a facebook page, having a pretty logo and starting to sell. And when you have done all of this and then get no sales, there is a huge uproar. One of the reasons, (and by no means is this the only reason) you are getting no sales is because you are trying to sell to EVERYBODY even though everybody does not need or want what you are selling. You have this false belief that your product/service is so great that everybody will rush to purchase. This is so false and actually many business close after 1 year in business not because their product/service was horrible but simply because they did not take the time to fine tune who they wanted to serve.

What is an ideal client?

An ideal client is that person who needs what you have. They do not question your price and they are seeking out a solution for a problem and they know you can solve their problem. Your ideal client is a sweetheart and sometimes called a soul mate client because they understand and appreciate your product or service. They also recommend you to others and give you glowing testimonials all the time. Sometimes they do not even realise they need you until they have used your product/service but once they do there is no turning back. An ideal client buys from you over and over and over again! Sounds perfect right?

But why is it important to find them?

Once you know who your ideal client is, it is sooo much easier to share value and sell everyday. They want to soak up the information that you are sharing. Knowing your ideal client means you speak directly to a person who wants to buy from you. They know, like and trust you and they become your brand ambassadors. Knowing them also means that you save time, money and resources. It also means that your marketing and sales efforts are more focused and fine tuned so you can sell more and work less (almost ideal!)

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But where do I find them?

This is the part where the ball drops. You have to go looking for them. You have to ask around. You have to look at the people who have bought from you before or who are buying similar products and services to yours. You have to pay close attention to what people are saying and consuming in the industry. Most coaches and marketing gurus will give you a simple exercise to complete which speaks specifically to the demographic of your ideal client. For example,

  1. Are they married, single, divorced or widowed?
  2. Are they male or female?
  3. Do they have children and how many?
  4. What is their household income?
  5. What is their disposable income?

These questions really tackle the basic information about your client. And they are important because a single woman spends money differently and her priorities are different to a married woman with 3 children. You have to identify these basic qualities so you can understand what is important to them and why they buy.

In addition, you look at where they live, where they spend their time both online and offline, the brands they follow and the people who they consider influencers. Why? Because you need to be wherever they are everyday!

But a great sales person needs to know about the emotional parts of their clients. What makes them tick? What keeps them up at night? What can’t they live without? How do you find these answers? You simply ask people who have bought from you; who have expressed interest in your product or service or who you know need what you have to offer!

What do I do when I find them?

When you have narrowed down exactly who needs you and how they need you then you start to share value. You pay close attention to the language they use when they are speaking about the problem they are experiencing. You talk directly to them about their problems using the exact words they use (psychology of selling!) and share how you can help them sleep better at night. Give value everyday and ask for the sale.

Where do I start?

Start by writing it out. Get it out of your head and write out the exact features of your ideal clients until you have created a persona that you can actually visualize. It helps to also give your ideal client avatar a name. But remember, you can also have more than 1 ideal client based on where they are in your buyers journey. So keep plotting away until you narrow down exactly who they are and how you are helping them. In a previous post- Stop Living in a Ghost Town I shared some useful tips about how to engage your ideal clients consistently.

And if you still need help, then contact me for a FREE 30 minute consultation and let’s get to work identifying your ideal client.

 

 

 

 

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Who do I collaborate with?

Collaborations are all the rave now. Why? Because we are realizing more and more that you do not have to grow your business alone. According to the Business Dictionary, a collaboration is ‘Cooperative arrangement in which two or more parties (which may or may not have any previous relationship) work jointly towards a common goal.’

There are millions of people who want to buy from you  and a great way to get in front of them is to collaborate with somebody who has the same ideal client but is offering a complimentary service. Examples include hairdressers and nail techs, bakers and event planners to name just a few, but many times it does not work out as we expected. There is a reason we are getting collaborations wrong and I want to walk you through how to make it work

1. When you are not clear about what the collaborations looks like

This is the most common mistake. Time and time again I see entrepreneurs announce that they want to collaborate with other business owners but they are not clear about how the collaboration will look or feel. They do not have a clear understanding of who will be doing the work and the expected outcome.

There is the belief that once the next entrepreneur has clients and is offering a complimentary service then they are the best persons to collaborate with. The truth is, if you are looking for someone to collaborate with, you need to do your homework. Some questions to consider are

  • who are their ideal clients
  • how successful and busy are their own businesses
  • have they collaborated with anybody before
  • how visible are they
  • do their vision, mission and ethics in alignment with your business

Because so many entrepreneurs do not think about these questions they end up in disastrous collaborations and loose a ton of money, time and resources in the process.

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2. You have no contract

One of the biggest mis-steps entrepreneurs make when going into any collaborative agreement. Even if it is a one page contract which identifies

  • what is the overall goal of the collaboration
  • each persons role in the collaboration,
  • how money will be spent and distributed,
  • how long the collaboration will be engaged,
  • how the success of the collaboration will be measured and
  • how will the collaboration be promoted!

Having no contract leaves your collaboration open to failure because expectations are not clearly defined.

3. Lack of communication

This is when the collaboration is finalised. Entrepreneurs tend to just walk away and expect things to fall into place. But actually this is when you have to keep in contact with your collaborator because as you start to promote the collaboration, things may have to be tweaked, twisted and turned to make sure you are really hitting your targets. It is not a drop it and they will come scenario. Keep lines of communication open throughout the life of the collaboration and decide what day and time of the week you will be checking in to give updates etc.

Collaborations are a great way to grow your business fast but like with anything else in business, it must be done with a strategic plan in mind and not willy nilly.

Do you have any successful collaboration stories? Or do you want help in deciding how to find someone to collaborate with? Post your comments below and let’s keep this conversation going!