Written by Karen D. Swim
Taking time to profile your ideal client is essential. Knowing your ideal client will help you focus your business model and resources on acquiring and retaining the right clients. It will also minimize the risks inherent in gaining customers that are not a good match.
Developing a client profile is not a one-time process. You will refine it as your business evolves, and may even redefine it if you shift your business model. Below are 7 reasons you should create an ideal profile today!
- You can more precisely target your market. William Tell faced execution if he did not shoot an apple off the head of his son. If he missed, he and his son would both die. Tell took careful aim and hit the target, splitting the apple in half. We may not think of precision in business as a life or death prospect but it can be. You can waste tine and money “speaking” to a large audience with hopes of reaching the right market or you can spend your resources connecting with people who want, need and value your offerings.
- You will create communications that are more effective. When you know your audience you can craft your communications to speak directly to them. You can speak to their needs, wants and desire in language that is uniquely appealing to them.
- No more looking for a needle in a haystack. If you wanted to see a baseball game, chances are you would not head to the local basketball court. Knowing your ideal client allows you to reach them through the right channels. You can then track, measure and enhance your ROI on marketing.
- Improve your conversion rate. Your precise efforts will yield the reward of a higher conversion rate. You will no longer be attempting to sell oranges to groups who prefer apples. By targeting orange lovers with oranges, you will convert more prospects to sales.
- Enhance your service. You can tailor your service to fit your market. This allows you to add custom touches that address their specific needs. Your operations will be designed for your market, improving your service and relationship to your buyers.
- Increase the lifetime value of your customers. When you have identified your ideal client you can create products and services designed to meet their needs. After all you want to develop long term relationships rather than a one time sale.
- You will be able to identify clients that are not a good fit. When you attempt to serve customers who are not a good fit it often results in you and the customer feeling the pain of the process. Having an ideal client profile will help you to recognize customers who would best served by someone else.
Do you have a written ideal client profile? How has it helped you in your business? If you do not have one, what has prevented you from creating it?
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