I really want to share today something that I see come up over and over again when I am speaking with other business owners. I hear a lot of, “I can’t get any clients,” or, “People aren’t purchasing my services,” or, “I’m not selling any products.” My first question is always, “Okay, whose your target market?” Who are you trying to attract in your business? I cringe when I hear “I work in the pre post natal field but I also work with seniors and I’m thinking I want to do some kid stuff too.” HUH?!
“Maybe I want to work with men who are really busy and they have corporate jobs and I just want to work with anyone who wants to buy my services or products.”
It’s total overload. I want you to focus in on a target market and be specific. Do you want to work in the pre and postnatal field or do you want to work with men in their thirties and forties who lead corporate lifestyles who don’t have kids at home? Because those two target markets are so different!
I want you to get specific and clear on who you are targeting and who you want to work with in your business.
Once you know who it is you want to target in your business and who your target market is, I want you to create a client profile. What does your ideal client look like? Are they a man or are they a woman? Are they twenty, are they thirty, are they forty, are they eighty? How old are they? Do they have kids at home with them? If they have kids, how old are their kids because how you market,sell, connect and build relationships with a mother who has three young children under the age of five at home is going to be much different than how you’re going to connect, sell and build relationships with a mother who has teenagers at home or kids who are just leaving the nest.
I want you to paint your ideal client profile. I want you to get super specific. Think about what is their family salary level? Do they have disposable income or do they not have disposable income? What is their education level? Where are they shopping? When they shop, what is it that your ideal client is buying? Who are they connecting with? Does your ideal client love to support small businesses and they’ll pay an extra five bucks for a product or would they rather be shopping online and shipping things from overseas because they want to save those few dollars.
You need to map out and be really clear about who your ideal client is and what their behaviours and lifestyle are. I want you to think about what do they eat? Do they eat all organic? Do they shop local for their groceries? Are they going to the Farmers Market on Sunday or are they picking up whatever on sale that week for their groceries. I want you to think about what activities and recreation activities do they participate in? What are the things they enjoy participating in as a person. If they have a family, what activities and sports is their family and their kids and their partner participating in as well.
I want you to paint that entire picture of who your ideal client is. What it is they look like, where do they shop, what is their income level, what is their education, who do they like to spend their spare time with? Who are they already buying from and creating relationships? Because as a business owner, if you do not know who your exact ideal client is, you are always going to be running around trying to push out your information and sell your products and services to people who may not even want it.
If you don’t know who your idea client is then you don’t know where to find them and if you don’t know where to find them, you’re not creating relationships with them. When you’re not creating relationships with them, they’re sure as heck are not going to be buying from you. They’re going to be going and buying from someone who they’ve created a relationship with, who they’ve established a relationship with and who they know, like and trust.
I want you to have success in your business. I want you to find your ideal client and have them purchasing from you over and over and over again but if you don’t have a defined target market and you don’t know who your defined ideal client is, that’s not going to be happening. Take the time, grab a pen and piece of paper, sit down and map out what your ideal client really looks like. Map out what their behaviors are and once you do that, I can guarantee you will see the benefits.