How would it feel to offer products, programs and services that your ideal clients snatch up at every opportunity? How would your business be different? How would your life be different?
Pretty great, right? The first step to creating this reality is to get CRYSTAL clear on who your ideal client is and what it is they want from you. Let’s break this down.
Your Ideal Client – This is the ONE individual in your business that you can’t believe you get paid to work with. The one who happily pays your fees and appreciates the value you add to their lives. The one you get excited to talk to and look forward to meeting with. What does this person’s life look like? What are they interested in? What do they read? Where do they vacation? What is their family structure?
Take a few moments to reflect on all of the clients you’ve worked with in the past. Write down the demographics of each person and whether or not they were ideal. (If they were not ideal for your business, note the reason(s) why). Then look for patterns. What do these individuals have in common?
Do you see your Ideal Client Profile taking shape? Then answer the questions I posed previously. Create an actual persona and give that person a name. Going forward, THIS is the person you are going to market your services to. (Remember, marketing is really just about sharing solutions with people who are already looking for them).
Once you’re clear on who you’re targeting, now you need to get clear on what it is these individuals want and need from you. Notice I didn’t say what you want to sell. There’s a big difference between the two. We soloprenuers have a bad habit of offering our audience what WE they need, which could be light years away from what THEY want.
The secret to having your ideal clients snatch up your offerings is to offer them the solutions they’re seeking in a format they can digest. So how do you find out what they want?
Very simple. You ASK them! That’s right…just ask and they will tell. There are a number of ways to do this:
- You can call (or send a handwritten note) to past and present clients to ask them what they value most about working with you. Also inquire how the work you’ve done (are doing) together has made a difference in their lives. Finally, ask them what else you can do to improve your services or otherwise solve their problems.
- Research where your target market is hanging out online and pose the same questions. Don’t pitch your services or ask them to do anything else but to share their opinions. (People LOVE sharing their opinions).
- Research where your target market is hanging out offline and get yourself in front of them. Register to attend the conference, seminar, networking event and make it your business to get to know as many people as possible. Again, don’t start pitching yourself, but show genuine interest in the individuals you meet and then make arrangements to continue the conversation at another time.
Once you’re clear on WHO your ideal clients are and WHAT it is they need from you, you simply create the solution, present it to them in an easy-to-implement format and voila! The clients get the solution and you create a new profit center in your business. Everybody wins!
Block out some time on your calendar within the next four weeks to implement the suggestions I’ve shared and then visit my blog and let me know what you’ve discovered. I look forward to hearing from you!
Want to use this article on your website, blog or in your own ezine? You’re welcome to do so! But here’s what you MUST include:
Sydni Craig-Hart, The Smart Simple Marketing Coach, is founder of SmartSimpleMarketing.com Known for her simple, tech-savvy, integrated approach to marketing, she also has the unique ability to find untapped profit centers in her client’s businesses so they can create money NOW. Visit www.SmartSimpleMarketing.comto listen to Sydni’s F.R.E.E. audio class, “10 Proven Steps to Powerful Marketing Results!” and to schedule your F.R.E.E. “Profit Breakthrough” session!
Pangaea says
I tried out a package for the first time this month with one of my interior design clients. I think it went well because I got to do more than an initial consultation and was able to see this color consultation through to the end result. That said – my biggest concern about the package is that when people hear an hourly rate, they see a low opt-in rate and low risk. Giving them a large number to start with feels like I’ll blow many clients away. I’m working on these packages though and definitely want to try more. When I’ve spoken to past clients about the concept of a package, they have been very receptive to the idea.
Ellen Elwell says
I always tell clients that Prospect ID is the first step to successful selling. From my own side (marketing/promo agency principal), I’ve never had the luxury of having a finite client profile. I just have two ground rules: 1) they must be a national business (CPGs or Pharma), 2) they must pay on time. Otherwise, I’ve always been open to anything in my set of marketing skills – marketing plans, promotion plans, campaign development and execution, relationship marketing, social media marketing…and more. But I had no idea how to do anything that I now do so easily when I started my agency 20 years ago. My motto: “Earn while you learn.” Also, lots of prospects don’t know what they need…so it’s up to me to create the need (which I learned from extensive training with IBM, my alma mater). To survive, we need to be open to “out of the box” opportunities as well as self-educate constantly.
Sydni Craig-Hart says
Thanks for your input Ellen! I definitely agree with being open to “out of the box” suggestions for how we can serve our clients. It’s important that as service providers we focus on offering what our clients ACTUALLY want and need. NOT what we THINK they want and need.
That said, the more specific one can be with their ideal client profile, the easier it will be to do this, to find their ideal clients en-masse, and to create solutions to fit what the client is looking for.
paula antonini says
Very timely information, Sydni. You have inspired me to re-connect with my clients who have completed my program and send a survey or questionnaire to help me focus. I really appreciate it!
Sydni Craig-Hart says
That’s fabulous Paula! I’m so proud of your for taking action on the tips I shared right away. Keep me posted on your progress! 🙂