- Know your ideal client to the minutest detail
- Know what your ideal client’s problems are that you can solve
- Remember the details of your ideal clients’ problems so that you can develop a longer term relationship helping them for years to come.
- Know your ideal client to the minutest detail:
This is extremely important. ‘Why would I need to know my ideal client to the minutest detail?’ you may be wondering. The answer is simple – so you find it easier to hone in on your ideal clients’ problems when they describe what is wrong. Why would you want to do that? The answer is simple again – so you can make money both short and longer term by helping your ideal clients repeatedly. It has been proven in marketing and sales that a repeat customer is twenty times easier to sell to than a brand new customer.
- Know what your ideal client’s problems are that you can solve
This is logical. You have to know what problems you can solve before you can find people with those types of problems for you to solve. For example, if you sell heating and air conditioning repair services or new units for sale in a given city, you would want to sell to people whose heating and a/c units have just broken down. Alternatively you would want to sell to people who are hearing ‘strange noises’ coming from their heating or a/c units or their unit is ‘running loudly’.
Alternatively if you are a computer hardware salesman, you would want to find people whose computers are ‘behaving strangely’ or ‘won’t turn on’. Or their system is ‘running too slowly’. These are all common reasons for someone to buy a new computer today.
- Remember the details of your ideal clients’ problems so that you can develop a longer term relationship helping them for years to come.
This topic is considered “a marathon, not a sprint”. In short, you want to create a memorable experience for your customers so they will remember you and your business name easily so that when they next have a problem that you solve, they will think to come to you and not your competitor that is more widely known.
To aid in this, you can give your first-time customers awesome customer service, along with a physical piece of marketing (e.g. a business card or a brochure/introductory folder) that they can take away from the experience (ideally to keep hold of for next time they have the same problem). But alas, we are human and to err is human, so your ideal client may lose your marketing material but if you have a memorable experience, they are sure to remember that and your name and hopefully your company’s name over time.
For more details on how to boost your revenues by turning the wrong people away, stay tuned and read more blog entries on here in weeks and months to come.
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