“I can’t afford to outsource right now. What else can I do to create leverage…
Top Ten Must-haves of an Ideal Client
Avatar, ideal client or new best friend, call them what you like. We’ve all heard the clichés.
“Find a niche an inch wide and a mile deep.”
“Get to know them, know them so well you can solve their problems before they even realise they have them.”
The clichés go on. You can almost hear the voice of some American evangelical marketing guru shouting them from a stage. The challenge is, although most of us have an ideal client, sometimes in our head, sometimes documented, sometimes we find the wrong ones. Not all ideal clients are equal.
In discussing this point with a client recently, they asked, “Have you got a checklist?” a little embarrassed, I had to confess I did not. So we started to build a list.
Can you describe your ideal client quickly and have only the right people pay attention? If there was an emergency could you shout out, I need an [ideal client description] and have the right people, and only those relevant, come to your aid?
2. Is your ideal client the sole decision maker?
Does your prospect hold the purse strings? If not, they may not be the client. Make sure they have the authority to spend the money.
3. Is there enough of them (your prospects) for you to have a sustainable business?
Holding a niche market is great, but an extinct market is not. Make sure there are sufficient numbers that you can manage a flow of clients in your sales funnel constantly.
4. Do they suffer a common problem?
If you’ve identified a group of people because they are who you’d like to work with, make sure there is a common problem for you to assist them with, your area of specialisation.
5. Do they admit to this problem at least to themselves (even if not publically)?
We all have some secret challenges; that would be the worst kept secret in the world. Make sure that your ideal client appreciates, even if its only to themselves, that they have the problem you solve. If they don’t identify with the problem, you may have the best solution in the world, but their denial will mean you have no clients.
6. Is there sufficient pain for them to want to solve the problem?
Problems come on a Richter scale. Light tremors may be annoying but manageable, make sure your core business is based on a problem that needs to be solved for your client.
7. Are they prepared to invest in solving the problem?
The size of the investment is in proportion to their pain. It’s a perceived value thing. If there’s no pain, there’s no motivation to move out of the status quo.
8. Can you create a unique proposition that positions you as the expert in solving this problem?
The fastest way to grow your business is where you’re positioned as an authority. When you can create a niche where you are seen as the only solution, you’ll have people knocking down your door.
9. Is their investment sufficient to create a sustainable business?
There could be a lot of people to serve, can you help them efficiently enough to build a lifestyle for yourself and family?
10. Do they have money to spend on solving the problem?
If not, it doesn’t matter how perfect everything else is. You need to get paid for what you do!
Wrapping it up.
Creating a niche is the fastest way to secure a strong, sustainable business, as long as your ideal client:
- Wants what you offer.
- Is prepared to pay you well for it.
- Has the money.
I’m sure this will help your focus in looking out for your ideal clients and what you do for them too.
Enjoy your business!
“The opinions expressed by Smallville Contributors are their own, not those of www.smallville.com.au"
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