If you are in business and want to attract YOUR ideal customer, you must know who YOUR IDEAL CUSTOMER is! This might seem obvious, however, many of us get so wrapped up in daily operations and over time become unaware of the “best fit” customer we are trying to attract.
To keep this from happening set aside time and create processes that will help you and your team consistently reevaluate who you are, who your target customer is and how to attract that “best fit” customer. You can start this by asking yourself these two questions:
What sets you apart from your competition?
Competition will always be a challenge, but you can use it to your advantage. You can learn a lot from what people say about your competitor and what they say about you! You must pay attention to the feedback from a customer whether it’s in a testimonial, a review, a conversation or a customer referral. Their experience with your company will speak volumes and is more valuable than focusing on what the competition is doing or not doing.
Ask your employees to listen to the specific words that customers use in their daily interactions – you’ll be amazed at the things they hear that you don’t. This is the perfect way to help you not only define who you are as a company, but also define your IDEAL customer.
Who is your IDEAL customer?
Once you have given this some thought, it’s time to create a customer profile that can be used to guide and support your marketing and sales processes. Here are some solid qualifiers that you and your team can use to develop a targeted customer profile to be applied in any industry:
- Income level
- Occupation or industry
- Marital status
- Family status
- Geographic location
- Special Interests
Once you have done the hard work of gathering the information for each qualifier, use your customer profile and target specifically to that ideal customer. Not only is this more powerful and cost effective, but will ensure that marketing efforts will be profitable.
Many owners make the mistake of trying to compete on every level with the competitor AND market their services to the mass customer base. This exercise in promoting your specialty and defining your customer will set you apart from your competition. More importantly this approach will increase your chance for success!