If you could have anyone in the world buy your product or services, who would it be?
If I asked this question to 100 people, chances are 30%+ would say Richard Branson (or another very rich person). Another 30-40% would say “as many people as possible”. 10-15% would say “I don’t know really”, with just a small percentage of people being able to give a good description of an ideal client. They may even name someone.
Let’s address the Richard Branson issue first:
- Richard Branson is the figurehead for the Virgin group of companies but spends most of his time on not for profit activities.
- He has management teams within every company to buy new products and services and so is highly unlikely to be the decision maker.
- I don’t believe he is the sort of person who will tell his senior team that they “have to buy” something. He may introduce you.
Richard, if you do read this, I’d love your opinion!
Anyway, back to your Ideal Client.
Your network is a good source of opportunities and leads for your business. Do you think that if you gave them a good description (or even a name) of your Ideal Client, it would help them to find more, or better, leads for you?
Next week’s blog will talk more about how you move from Ideal Client to Target Audience, but let me touch on it just a little now.
Having an Ideal Client doesn’t mean that they are the only people you want to sell to. If you want to talk to, for example, HR Directors of large SMEs in London, I bet they face very similar issues to HR Directors of large SMEs in Birmingham or Brighton. I bet these people within small Enterprise level businesses also have the same issues. Would you turn them away? Didn’t think so..
Your Ideal Client is:
- The decision maker within the type of company you want to sell into.
- This company will have a real need for what you sell, and
- You will be able to clearly show them how you provide a solution to a problem within their business.
- This company will be in your geographic area (whatever that may be).
- They are likely to be in an industry sector where you have a great deal of experience, unless you are entering a new market.
Having an Ideal Client enables you to focus. It means you can identify their pains/needs/issues/wants and develop the messages you need to communicate how your solution can help them. It helps you to engage with the people most likely to buy from you.
Just in case you’re wondering, this is mine:
The Owner/Managing Director of a technology business that is committed to growth and who doesn’t have a senior Marketing Manager/Director in the business. They will be based within 20 miles of my office in Croydon and have been trading for at least three years.
Having said this, I have clients in Manchester. I have clients who sell holidays and coaching and have worked with retailers of gardening equipment and veterinary services. Just because my marketing is focused on my Ideal Client, it doesn’t mean it will not resonate with others and encourage them to get in touch.
I hope this helps.