Articles Tagged ‘Ideal customer’

Identifying the Ideal Client

Thursday, September 13th, 2012

Acquiring a relationship with a new customer is very expensive. The process of collecting their contact info, attracting their attention, listening to your buyers’ needs, determining if your product or service is the right solution can be very cumbersome. What if at the end of this process – nothing? Time – wasted. Resources – wasted. Money – wasted. There’s a better way!

Create a profile that is a representation of your ideal client.
Benefits:
• It is cheaper for you and the client
• It establishes long-term relationships
• It makes each relationship more talkable

During my 10 years of business development coaching, I have witnessed these relationships increase in length and productiveness by at least 400 percent by following the ideal client profile strategy.

Like Talks to Like
CEO’s of technology companies know the leaders of other technology companies. They may have been to the same award dinners. At one time they may have even worked at the same company and shared employees. They may have been a reseller of the same technologies, received certifications from the same organizations and worked on the same political agenda. They may have shared clients and competed in the same marketplace. They also read the same trade pubs and track the same trends that affect their industry as a whole.

Utilize the new ways of marketing to form and leverage strategic partnerships. Information today moves quickly to potential audience members through the social network. Allow your partners, clients and prospects to leverage your story or the valuable content you produce in order to reduce your acquisition costs.

Focus Increases Frequency
Don’t give up too quickly. Business leaders sometimes forget the power of frequency. In fact many prospecting and business development plans give up right when the work is just beginning. They think that their message is falling on deaf ears because they have not received the exact response they want. Yet just a slight adjustment of the medium used or message would seal the deal.

Focus and frequency are the keys to any good marketing plan. Know the group who needs what you sell and understand why they need it. In today’s speed of life you have to adjust, repeat, change repeat, connect repeat, redesign repeat, reposition repeat. The bottom line is it is always cheaper to finish a good story then to start a book from scratch.

Market to Perfect and You Get Better than Average
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Ideal Customer

Tuesday, May 10th, 2011

Recently, we hosted a great speaker at the Reach Leadership Series.

Scott Manning, the president of the local Glazer Kennedy Chapter taught (or in my case, re-taught) the group the importance of identifying and working with your ideal customer. He pointed out that your ideal customer has the following characteristics:

They never complain about your pricing.
They value the advice that you provide.
You enjoy being around them.
They help make you better.
They buy from you often.
They refer you to other clients.

On the flip side, he then suggested that our worst customers are taking up too much of our time. Unfortunately, they also are adding very little margin to the bottom line. These customers share the following attributes:

They are always busting your chops about the last bill.
They pay late.
You dread every interaction with them.
They don’t value your services and will leave as soon as they find someone cheaper.
They have never sent you a referral.

Which kind of customer are you attracting?

C.J. McClanahan
Reachmore Strategies
317-576-8492
cjm@goreachmore.com

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