Today, we’re going to talk about the five keys to defining your ideal client. In a previous video we talked about the simple & proven 8 step sales process. In that, the first one is you have got to choose who you’re going to go after, and a subsequent video we talked about choosing or developing a strategic segment. We’re going to go a little bit deeper. The five factors to identifying your ideal client within that segment.
Key Number 1: Choose Your Strategic Segment
Which market are you going to go after? An analogy I would use is what kind of pond are you going to go fishing in? Choose the pond where those fish hangout. That’s number one.
Key Number 2: Choose The Demographic Profile
Demographic profile is the hard numbers. In any segment, there’s a whole range of types of companies or clients you could be dealing with, so size, age, number of employees if you’re a B2B, number of people in the family if you’re a business to consumer. The demographics, where they live, where they shop, what they like to buy, what their hard number profile is. That’s going to whittle it down within the segment to your demographic profile.
Key Number 3: The Psychographic Profile
A big word, but ultimately what it’s talking about is that internal dialog inside that prospect to that client’s head. What do they want? What are they frustrated with? Those are the things in the surface day to day that they’re always thinking about, always frustrated with, always striving towards, those are the things that we could usually start a conversation with and be able to serve them right out of the gate. Below that, some of the time they actually have and even being able to put it into words, but they’re really powerful are, what are their fears? What do they not want to have happen? What are their aspirations? What are the things they’re willing to really strive towards? If we get into that psychographic profile, it becomes really powerful for us to serve them better, but ultimately to connect with them better which is going to be the next step.
Key Number 4: The Client Core Cares
If we take the psychographic profile we just talked about, it’s all those thoughts, and the wants, and the frustrations bouncing around in their mind. We’re translating that into the core cares the client has, that we can help them with. Really, if you want to use a word there to define that or tie that down, it’s the circumstances in their life that our professional services actually helps them with, because we can’t do everything. Usually it’s between eight to 12 core cares or circumstances that we can help with.
Key Number 5: How To Serve Them
This one sometimes can actually be switched for number four if we’re struggling to find out the core cares that we can help with. Number four is just basically what are the services, what are the things we offer or provide to our ideal client? It’s really not just in the terms of what we do, but what are the circumstances that it solves, that it provides a solution for, helps them overcome, or contribute to or achieve. By translating that, we now know what they care about from their point of view but also what we do. We’ve got core cares and our services that actually deliver to that.
We covered the five keys to identifying your ideal client or sometimes referred to as your avatar.
- Choose a strategic segment. We covered that in the last video.
- Within that segment, we’ve got to define our ideal client’s demographic profile, the hard numbers, the size, the age, the location, some of the just raw data.
- We dive into their psychographic profile. That’s the conversation going on in their head, their wants, their frustrations, their fears, their aspirations.
- We translate that into their core client cares, the things that they care about that we can actually help with. Then we go one step further,
- We identify, what are the key services or solutions to those circumstances? So that we actually know what to talk about and we can tailor those things to our ideal client profile.
Hey guys, hopefully this is helpful. Would love your comments or any questions. Throw them in the comment section below. If this was valuable, hit the like button.
Until next time I’m Richard Scott