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How to Identify Your Ideal Client Proifle and Generate More Revenue
Let’s begin with the end in mind. As a business owner you want more clients, which translates to more revenue. However, the only way to attract more clients is through effective and compelling marketing. Unfortunately, marketing is expensive these days. So when you do it, you want to make sure you’re getting the right message out to the prospects who are most likely to buy what you sell. And if you get the right message to the “right” prospects, they’ll not only buy from you, they’ll keep coming back and buying from you forever. They’ll tell their family and friends to buy from you as well. And they’ll spend more money with you than your typical client. Your number-one priority is to find out exactly who your ideal client is. A massive volume of clients is not nearly as important as serving the right clients. When you match your business with the right clients, you’ll increase customer loyalty, decrease complaints, and have fewer returned items from dissatisfied clients. Here are three areas to look at when marketing to your ideal client: Wants vs. Needs — Why They Buy Attracting your ideal clients through marketing requires you to discover the specific wants and needs of these clients. These wants and needs are often referred to as “hot buttons.” Keep in mind that there is a big difference between wants and needs. They may sound similar, but they’re as different as day and night. A need is something you have to have. A want is something you would like to have. You need a new car but may be broke at the time. Therefore, you don’t want a new car, because you feel you can’t afford it. On the other hand, if you want a new car, you will probably find a way to get it, even though you may not need it. Wants are much more powerful than needs. Therefore, your marketing message should focus on your ideal clients’ wants. Hot Buttons — What They Want Hot buttons are the problems, frustrations and concerns that most clients consider when they do business with companies. Many business owners feel that price is always the number one hot button that impacts their clients. In reality, price is one of their last considerations. Most clients are more than willing to pay a higher price if you offer enough value to warrant the higher price. Unfortunately, most marketing and advertising looks exactly the same. Everyone uses the same old phrases and platitudes such as, “We’re the fastest, we’re the best, we have the lowest price, we do excellent work,” and so on. And since everyone says this, your clients don’t believe any of it. If you market this way, as most businesses do, your clients can’t determine the true value you provide, so they default to lowest price as a differentiator. Whatever you do, don’t fall for this trap! If you can only compete on price, it’s time for you to get completely out of that business. It has become a no-win situation for you because there will always be someone willing to undercut your price. Fortunately, the idea that price is most important exists only in the mind of the business owner. All you need to do is provide more value than your competition. When you do, you can actually increase the price you charge for your product or service. Decision Makers, Influencers & Users — Who to Target There’s one more area that needs careful consideration. In most business transactions, there’s a decision maker, an influencer, and a user. Here’s a typical example for the service industry. When ordering a pizza, the parents are the decision-makers, the kids are influencers and they’re all users. If you’re in the pizza business and want to sell more pizza, give the kids (influencers) candy for dessert when you deliver the pizza. Then they will continue to influence the parents to order your pizza. This example serves to highlight a critical point — that the end user of your product or service may not be the only person involved in the buying process. This is especially common in business-to-business transactions, where you may find that there are influencers or decision makers that are not the user. When selling to another business, you will often find yourself dealing with subordinates that require the approval of their bosses before making a purchase. Knowing that in advance allows you to be prepared to market to — and then train — these subordinates so they can “sell” your product or service for you, since you won’t have the opportunity to do it yourself. Remember, you’ll need to take this information into consideration when you begin your marketing program. Once you identify these three roles, you will actually notice a huge difference in your numbers when you begin lead generation and lead conversion.
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Article Tags: Business, Home Business, Small Business, Entrepreneurship, Client, Profile, Buinsess Owner, Traffick, Cusomter Article Source: http://www.articlesbase.com/networking-articles/how-to-identify-your-ideal-client-proifle-and-generate-more-revenue-460501.html About the Author:
John Assaraf is a New York Times best-selling author and entrepreneur with a unique passion for quantum physics and neuroscience, and teaches people how to apply findings from these disciplines to achieve success in business and in life. Assaraf is Founder and CEO of OneCoach, the world’s leading franchisor for small-business growth services. www.readtheanswer.com/index.php?RTA=web2
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